DIGITAL MARKETING HUB v2.0 - AdExchanger
DIGITAL MARKETING HUB v2.0 - AdExchanger
DIGITAL MARKETING HUB v2.0 - AdExchanger
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Digital Marketing Hub <strong>v2.0</strong><br />
BMO Capital Markets<br />
platforms, including search, online display, TV, email, mobile, and social. Key products include:<br />
• Microsoft Ad Exchange (formerly AdECN) is the company’s RTB marketplace for audience-buying.<br />
In October 2010 Microsoft invested in privately-held AppNexus, whose<br />
technology is increasingly being used to underpin the exchange.<br />
• Atlas is Microsoft’s ad serving and delivery measurement unit and is best known as an<br />
“agency-side” server.<br />
• Microsoft Advertising TV Network (formerly Navic) is an addressable TV product, targeting<br />
ads based on near real-time set-top box data and other sources. It has inventory<br />
across 30 top-tier national networks.<br />
• Microsoft Media Network is Microsoft’s ad network reaching more than 65% of total US<br />
internet users. Microsoft Media Network offers targeting capabilities, campaign planning<br />
and measurement, and analytics.<br />
Exhibit 60. Microsoft IP Marketing Acquisitions and Partnerships<br />
Selected Acquisitions:<br />
Target: Date: What they offer:<br />
• aQuantive 5/18/2007 Atlas ad server, Razorfish agency, DrivePM ad network<br />
• AdECN 6/24/2007 Ad exchange<br />
• Facebook 10/26/2007 Bought 1.6% share for $240 million<br />
• Navic Systems 6/18/2008 Interactive TV advertising solutions<br />
• AppNexus 10/7/2010 Participated in funding; integrated with ad exchange<br />
• VideoSurf 11/22/2011 Video search technology<br />
Selected Partnerships:<br />
Partner: Date: What it does:<br />
• Adchemy Sep-11 Will use Adchemy's technology on Adcenter<br />
• BazaarVoice Feb-12 Adding social ability to display ads<br />
• Aol/Yahoo! Nov-11 Cross-sell non-guaranteed display ads<br />
• 24/7 Media (WPP) May-12 Cross-selling display ads<br />
Source: Company websites and trade press reports.<br />
Nielsen (NLSN, Not Rated)<br />
Nielsen is an information services and measurement company. Nielsen has long been established<br />
in traditional media metrics (especially TV ratings) and is evolving to accommodate<br />
IP media measurement as well. The company reports in three segments: what consumers buy<br />
(62% of revenue), what consumers watch (35% of revenue), and expositions (3% of revenue).<br />
Key IP marketing products include:<br />
• Nielsen Online Campaign Ratings are ratings for online advertising, which are comparable<br />
to TV and other media. The product measures key metrics such as reach, frequency<br />
and Gross Rating Points (GRPs).<br />
• Nielsen Cross-Platform Campaign Ratings is a collaboration between GroupM (WPP)<br />
and Nielsen to create a new measurement service that will standardize measurement<br />
across television and online ads. It will leverage Nielsen Online Campaign Ratings, and<br />
its existing television audience measurements to provide total and overlapped reach and<br />
frequency of marketing campaigns.<br />
A member of BMO<br />
Financial Group<br />
76<br />
June 7, 2012
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