rise of the ad network


Live The Flavour
Wes Phillips (21) and Dale Backus (22)

Budget: $12
 complexity
new challenges
over 60 ad networks received 
$1.5bn in funding over the past 
5 years

+ acquisitions (Tacoda, BlueLithium)
AOL
Yahoo / RightMedia
Google / DoubleClick

1 Glam Media $124 July '04 $95 76%
2 Specific Media $110 June '06 $100 91%
3 Adconion Media Group $86 Jan. '05 $85 99%
4 AudienceScience (Revenue Science) $74 March '00 $0 0%
5 Federated Media $57 June '05 $55 95%
6 ContextWeb $52 June '04 $40 77%
7 Gorilla Nation $50 May '07 $50 100%
8 IGA Worldwide $48 Oct. '05 $30 62%
9 Adknowledge $48 March '06 $0 0%
10 AdMob $47 Sept. '06 $43 92%
11 Tremor Media $40 Sept. '06 $40 100%
12 Undertone Networks $40 March '08 $40 100%
13 Turn $38 Jan. '05 $23 61%
14 Double Fusion $37 Aug. '04 $26 71%
15 AdBrite $35 Sept. '04 $23 66%
16 VideoEgg $34 April '05 $30 88%
17 Kontera $33 July '06 $33 100%
18 Vibrant Media $32 July '00 $0 0%
19 Heavy.com $30 Dec. '05 $20 67%
20 Quattro Wireless $28 May '07 $28 100%
21 Grab Network $27 Feb. '05 $19 70%
22 Ripple $26 Aug. '06 $26 100%
23 Collective Media $25 Oct. '07 $25 100%
24 Adap.tv $24 Jan. '07 $24 100%
25 Lotame $23 Feb. '08 $23 100%
networks got smarter:

from publisher aggregration to smart targeting
arbitrage capabilities
advanced media planning 
compete with media agencies

Back to John Wanamaker ?

“I Know Half of my advertising spending is wasted, ....” 
aqggregation & mutualization

clouds & Api's
platforms
marketplaces
Exchanges
Age of Markets / EaaS
Real-Time Bidding
Algorithmic decisions
Audience targeting 
MIKE BAKER

CMGI, Engage, EVP
Grandbanks capital

Enpocket, CEO
Nokia, Head of Interactive

Dataxu, CEO
Boards @ Vivox, Nexage
RTB Impressions