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MS&E 239 Computational Advertising

Kalpana Kumar Lakshmi Saligram Zia Ziauddin. MS&E 239 Computational Advertising. Advertising Landscape. The first banner ads were shown in 1993 It’s been 18 years and online advertising has grown tremendously; however the average CTR of banner ads today is only a measly 0.1%

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MS&E 239 Computational Advertising

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  1. Kalpana KumarLakshmi Saligram Zia Ziauddin MS&E 239Computational Advertising

  2. Advertising Landscape • The first banner ads were shown in 1993 • It’s been 18 years and online advertising has grown tremendously; however the average CTR of banner ads today is only a measly 0.1% The Problem: Banner Ads are ignored because they don’t show up when the consumer needs it the most

  3. Advertising Landscape The Question: How does one generate ad revenue in a world where online consumers have adapted to ignore banner advertising? The Solution: In-Content Advertising

  4. In-Content Advertising This is called a “ContentLink”

  5. So what is….

  6. Kontera Facts • Kontera was founded in 2003 by co-founders YoavShaham, AssafHenkin, and HenitVitos • Kontera is based in San Francisco, with offices in New York City and Herzliya, Israel • Kontera ads are well represented on the internet and used in over 1% of the top 10,000 websites ranked by traffic.

  7. Investors • The company is privately and funded by:

  8. EXAMPLE #1

  9. EXAMPLE #2

  10. EXAMPLE #3

  11. Business Model Kontera 70 $ 100 $ Advertisements Advertisers Publishers Traffic

  12. Product • Kontera provides a service to create contextual in text advertising Synapse engine • Data Engine- Semantic Analysis • Engagement Engine • Monetization Engine

  13. Story level targeting Keyword vs Story level targeting

  14. Key Differentiation • User intent prediction & relevance • Higher engagement for advertisers • Better ROI on ad spend • Improves revenue for publishers

  15. Kontera’s Publishers Five things Kontera’s top publishers have in common:

  16. Key Competitors Infolinks Bidvertiser Vibrant Media LinkShare AdBrite Google AdSense Kontera BlueFN MIVA AdPapper Clickcent FastClick BannerBoxes HyperBidder

  17. Story so far…

  18. Plans for future growth • Future expansion into other regions, particularly Europe • Better semantic analysis and gain larger market share

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