ben fox discusses the future of display advertising
DESCRIPTION
Ben Fox delivers an interesting perspective on the future of display advertising in the context of the ecosystem. He provides a view on the significant strategic and economic shifts that will impact the industry. Ben highlights the top opportunities around display advertising as well as the disruptive trends that could damage many companies.TRANSCRIPT
![Page 1: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/1.jpg)
THE PAST, PRESENT, ANDFUTURE OF ADVERTISING
[ Follow me!: linkedin.com/in/benfox, @benfoxgo ]
![Page 2: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/2.jpg)
47 BCAdvertising for a
Gladiator in Pompeii
![Page 3: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/3.jpg)
![Page 4: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/4.jpg)
First large-scale advertising
1890s
Major global agencies created
1950s-1980s
IAB first measures internet advertising
1990s
![Page 5: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/5.jpg)
ANALYTICS
MOBILEDEVICES
AD SERVERS
AD NETWORKS HORIZONTAL
DATA SUPPLIERS
VERTICALCUSTOM
ADOPERATORS
DMPs &DATA
AGGREGATORS
AD EXCHANGES
TARGETEDAD
NETWORKS
CREATIVEOPTIMIZATION
YIELD OPTIMIZERS
TRADINGDESKS
RETARGETING
VIDEO
VERIFICATION
DSP
MEDIAPLANNING
SHARING DATA
SOCIAL TOOLS
TABLETS
CONNECTED DEVICES
![Page 6: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/6.jpg)
2011 ADVERTISING SPEND IN THE U.S.
Source: eMarketer, US Digital Ad Spending 2011; www.emarketer.com
![Page 7: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/7.jpg)
Source:
VALUE ADDED RESELLERS
![Page 8: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/8.jpg)
Source:
LET ME WORK FOR YOU ANDI WILL HIT YOUR GOAL!
VALUE ADDED RESELLERS
![Page 9: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/9.jpg)
PAY MY FEE AND I WILL GET YOU HIGHER CTR,
CONVERSIONS, OR RPM[SAFELY]
VALUE ADDED SERVICE PROVIDERS
![Page 10: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/10.jpg)
PAY TO PLAY IN THIS SPACE
TECHNOLOGY SERVICE PROVIDERS
![Page 11: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/11.jpg)
WHO BOUGHT WHOM?
![Page 12: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/12.jpg)
WHO BOUGHT WHOM?
![Page 13: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/13.jpg)
GOOGLE’S ACQUISITIONS
![Page 14: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/14.jpg)
GOOGLE’S ACQUISITIONS
![Page 15: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/15.jpg)
THE ECONOMICS OF IT ALL
![Page 16: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/16.jpg)
THE ECONOMICS OF IT ALL
25¢ 12¢ 3¢
35¢
25¢ 12¢ 3¢ 20¢
12¢ 3¢12¢
45¢
5¢
5¢
5¢
5¢
5¢
10¢
Channel
$5 BBAgency
$1 BB
AdNetwork
$5 BB
AdvertiserDirect Buys
= ~$0.38
= ~$0.55
= ~$0.58
= ~$0.60
= ~$0.55
= ~$0.85
Advertiser
Buying Power[VALUE PER 1$]
![Page 17: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/17.jpg)
THE ECONOMICS OF IT ALL
25¢ 12¢ 3¢
35¢
25¢ 12¢ 3¢ 20¢
12¢ 3¢12¢
45¢
5¢
5¢
5¢
5¢
5¢
10¢
Channel
$5 BBAgency
$1 BB
AdNetwork
$5 BB
AdvertiserDirect Buys
= ~$0.38
= ~$0.55
= ~$0.58
= ~$0.60
= ~$0.55
= ~$0.85
Advertiser
Buying Power[VALUE PER 1$]
![Page 18: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/18.jpg)
TOP 5 COMPANIES HAVE 63% OF REVENUE
Are you profitable?
Are you acquiring in the space?
Are you in the top three marketsharein your category?
Source: [Darren Proman, eMarketer ]
![Page 19: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/19.jpg)
APPLY THOSE FILTERS TO THE SPACE
![Page 20: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/20.jpg)
APPLY THOSE FILTERS TO THE SPACE
![Page 21: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/21.jpg)
APPLY THOSE FILTERS TO THE SPACE
![Page 22: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/22.jpg)
APPLY THOSE FILTERS TO THE SPACE
![Page 23: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/23.jpg)
NAVIGATING THE FUTURE(Broken up)
![Page 24: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/24.jpg)
Trading desks try and beat up networks
1
NAVIGATING THE FUTURE
![Page 25: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/25.jpg)
Trading desks try and beat up networks
1
NAVIGATING THE FUTURE
![Page 26: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/26.jpg)
Trading desks try and beat up networks
1
NAVIGATING THE FUTURE
![Page 27: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/27.jpg)
DSPs:2
Get bought by exchanges – Google buys (Invite) (AOL? FB?)
Bought by trading desks (Accuen? Xaxis?)
Go out of business
NAVIGATING THE FUTURE
![Page 28: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/28.jpg)
DSPs:2
Get bought by exchanges – Google buys (Invite) (AOL? FB?)
Bought by trading desks (Accuen? Xaxis?)
Go out of business
NAVIGATING THE FUTURE
![Page 29: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/29.jpg)
DSPs:2
Get bought by exchanges – Google buys (Invite) (AOL? FB?)
Bought by trading desks (Accuen? Xaxis?)
Go out of business
NAVIGATING THE FUTURE
![Page 30: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/30.jpg)
DSPs:2
Get bought by exchanges – Google buys (Invite) (AOL? FB?)
Bought by trading desks (Accuen? Xaxis?)
Go out of business
NAVIGATING THE FUTURE
![Page 31: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/31.jpg)
DSPs:2
Evolve each into and call themselves Ad Networks (Turn Media Network) (Media Math Agency Network)
NAVIGATING THE FUTURE
![Page 32: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/32.jpg)
DSPs:2
Evolve each into and call themselves Ad Networks (Turn Media Network) (Media Math Agency Network)
NAVIGATING THE FUTURE
![Page 33: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/33.jpg)
DSPs:2
Evolve each into and call themselves Ad Networks (Turn Media Network) (Media Math Agency Network)
NAVIGATING THE FUTURE
![Page 34: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/34.jpg)
DSPs:2
Evolve each into and call themselves Ad Networks (Turn Media Network) (Media Math Agency Network)
NAVIGATING THE FUTURE
![Page 35: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/35.jpg)
Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
![Page 36: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/36.jpg)
Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
![Page 37: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/37.jpg)
Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
![Page 38: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/38.jpg)
Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
![Page 39: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/39.jpg)
Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
![Page 40: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/40.jpg)
Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
![Page 41: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/41.jpg)
Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
![Page 42: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/42.jpg)
Trading Desks must evolve and build/buy their own tech or they go away
3
NAVIGATING THE FUTURE
![Page 43: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/43.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 44: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/44.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 45: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/45.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 46: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/46.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 47: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/47.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 48: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/48.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 49: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/49.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 50: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/50.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 51: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/51.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 52: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/52.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 53: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/53.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 54: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/54.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 55: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/55.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 56: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/56.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 57: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/57.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 58: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/58.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 59: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/59.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 60: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/60.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 61: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/61.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 62: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/62.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 63: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/63.jpg)
Ad exchanges buy up or obsolete all the feature based companies
Some advertisers start to go direct to the exchanges
NAVIGATING THE FUTURE
4
5
![Page 64: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/64.jpg)
AdX / Facebook war heats up6
NAVIGATING THE FUTURE
![Page 65: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/65.jpg)
AdX / Facebook war heats up6
NAVIGATING THE FUTURE
![Page 66: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/66.jpg)
AdX / Facebook war heats up6
NAVIGATING THE FUTURE
![Page 67: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/67.jpg)
AdX / Facebook war heats up6
NAVIGATING THE FUTURE
![Page 68: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/68.jpg)
AdX / Facebook war heats up6
NAVIGATING THE FUTURE
![Page 69: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/69.jpg)
AdX / Facebook war heats up6
NAVIGATING THE FUTURE
![Page 70: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/70.jpg)
NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
![Page 71: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/71.jpg)
NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
![Page 72: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/72.jpg)
NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
![Page 73: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/73.jpg)
NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
![Page 74: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/74.jpg)
NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
![Page 75: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/75.jpg)
NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
![Page 76: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/76.jpg)
NAVIGATING THE FUTURE
Facebook and AOL create exchanges aligned on pub side
7
![Page 77: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/77.jpg)
NAVIGATING THE FUTURE
Verification remains 3rd party and small business
8
![Page 78: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/78.jpg)
Analytics and ad serving are free9
NAVIGATING THE FUTURE
![Page 79: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/79.jpg)
NAVIGATING THE FUTURE
IBM Integrates data stack into ERP
10
![Page 80: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/80.jpg)
NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
![Page 81: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/81.jpg)
NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
![Page 82: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/82.jpg)
NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
![Page 83: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/83.jpg)
NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
![Page 84: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/84.jpg)
NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
![Page 85: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/85.jpg)
NAVIGATING THE FUTURE
Ad networks survive by offering performance and new inventory sources like email and smart TV
11
![Page 86: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/86.jpg)
DISPLAY ADVERTISING IN 2015
![Page 87: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/87.jpg)
ADVERTISING ECOSYSTEM IN 2020
![Page 88: Ben Fox Discusses the Future of Display Advertising](https://reader031.vdocuments.us/reader031/viewer/2022013003/548b74dfb47959ab358b45dd/html5/thumbnails/88.jpg)
FOLLOW ME!:linkedin.com/in/benfox
@benfoxgo
C ON TAC T AD C ON ION D IR EC T AT:s a l e s @ a d c o n i o n d i r e c t . c o m