Presentation by Gurbaksh Chahal at #PetitClub on November 18th 2011.

1. The Future of Real-Time Data in RTB environments.
Presented by:
Gurbaksh Chahal, Founder,
Chairman & CEO of RadiumOne.

2. Change is Fast-Paced

3. Social Sharing
Data Hierarchy Example Companies
Social
Sharing
Search Intent
Click Stream
Publisher Cookie
Segmentation

4. What is Social?
It’s a platform where the audience gathers around you.
Facebook / Twitter / G+
— You start a conversation through text, pictures, video, and links.
— All of this generates immediate real-time traffic (distribution) vs. the old
SEO/SEM way.
— But the billion-dollar question, how do I measure ROI? Conversation?
• Enable this dynamic data to find your customer.

5. Power of Social

6. Social Sharing Growth
Law of Sharing y=2x
A small base doubling many times
Sharing growth growing at much faster
rate then user growth of any service on
the Internet

7. Social Sharing On The Open Web

8. Social Sharing On The Open Web
(It’s not all happening on Facebook)
Facebook
eMail
Other Twitter
Y!Bookmarks
Myspace
Windows Live
Delicious
Digg
Google Bookmarks
Y!Buzz
Reddit
Stumble Upon
Bebo
Other
Source: Silicon Alley Insider

9. Factors Driving Increases in Ad Spends
58%
39%
31%

10. Forrester: RTB To More Than Double in 2011
Source: Forrester, Q4 2010
10

11. RTB’s share of display spending still
small, but growing rapidly

12. The Future of Data
• Static Data: Any historical event aggregated
over a period of time.
– Lack of scale.
• Dynamic Data: Real-time pieces of data
constructed during a social conversation to
group audiences together.
– Creation of data by real-time.

13. First Era of Advertising (Performance / Arbritrage)
Publisher Supply Demand
Basic Adserver
Middleman & Arbitrage
The Demise
Business Process Arbitrage

14. Second Era of Ad Networks (Behavioral / Static Data)
Behavioral Data
(Emergence of Static Data)
Publisher Supply Demand
Behavioral
Adserver
The Demise
Behavioral Data Commoditized

15. CTRs continue to decline.
5% of internet users account for 82% of all clicks*
88% of US Internet Users DO NOT Click on display ads
“ Today, marketers who attempt to optimize their advertising campaign solely
around the click are assigning no value to the 88% of internet users who don’t
click on an ad.”
Gian Fulgoni
Founder and Chairman – comScore
Focus on engagement with consumers
- Tap into social behaviors Build YOUR Implicit Graph
- Optimize to improve intent and recall
*comScore Natural Born Clickers Study, May 2011

16. Expanding [Advertiser’s] Funnel
We continue to extend
your campaign through
relevant connections
Second Generation
ShareGraph™ builds a Expansion
targeted consumer pool
that constantly expands. First Generation
Expansion
We do this in real-time
Original
Target

17. What does Tomorrow’s successful offering look like?
RTB – Supply is no longer fragmented; will only be bought this
way.
Social – How do you incorporate the social graph to find new
customers?
Dynamic Data – How else can you generate dynamic data vs. only
focusing on static forms of data?
Platforms – Third party data is commodity. How do you build
your own platforms to create defensibility.

18. What does success look like?
Create unique access to clients’ audiences…
ShareGraph™
-By grouping audiences based on who they share the most with on the web,
ShareGraph adds new users into the funnel and provides unduplicated reach
First Party Data
-Our products provide us with proprietary social connection data which feed
ShareGraph™ and benefit brand, publisher and consumer

19. X-Platform Publishing Platform
a. Brands struggle to generate an ROI on Social Media Platforms
• Brands invest millions into building their social media presence. They
post pictures, video, and content on these platforms but gain no data
about their “likes/followers.” They also cannot use the data to connect
with these users across the web?
What if they could generate a dynamic interest graph of everyone they are
engaging with and could connect with them across the open web?

20. Coca-Cola
Coke.com 39.2K
Est. Monthly US People Five Month US Trend

21. Mobile

23. Benefits
• Via.me joins up the dots across Social data
• Via.me unlocks value for Branding in digital
• Via.me data insights & analytics can inform all comms activity
• Via.me likely to outperform other campaigns by identifying influencer
audiences
• Via.me creates a Dynamic Interest Graph for campaigns in:
Awareness, Reminder, Influence, Retarget

24. Thank You.
Twitter: @gchahal