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Microsoft adPlatform Opportunities for DevelopersEric TotherowadPlatform EvangelistMicrosoft Corporation
SVC36
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Some Quick Definitions > Advertisers: The Spenders
> Need to get some message to an audience. > Either manage marketing campaigns internally
or hire one or more advertising agencies. > Publishers: Creators of Audience
> Owners of any software or experience that can be monetized with advertising.
> Microsoft adPlatform> Extensible services for advertisers and
publishers.> Usually web services: either SOAP or REST.> Require customer-side development work.> Often referred to generically as APIs.
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2008-2013 CAGR (%) US Market
Series1
-10-9-8-7-6-5-4-3-2-10123456789
1011
OnlineCable TVBroadcast TVDirect MailMagazinesNewspapersRadioYellow Pages
Source: IDC, 2009
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So, Good Times Right?Well, consider this:
We’ve replaced a few audience options…
…with a BAZILLION.
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People Are Starting To Complain> Top CMO pain points:*
> Quantify and measure the value of marketing investments ROI
> Grow customer knowledge, insight and conversations
> Upgrade the efficiency and effectiveness of the marketing organization
> Increase marketing's (the department) credibility, influence and perceived value
*Source: CMO Council 2009
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This Is Where You Come In> We need more developers in this
space> Specifically, we need:
> Tools for advertisers and publishers.> Integration solutions between advertisers,
publishers, and supporting systems like CRM, inventory, SharePoint, etc.
> More optimization options for advertiser spend and publisher yield.
> Cleverness. Lots and lots of cleverness.
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Inventory Data adCenter Ads
demo
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The Scenario> An online consumer
electronics retailer wants to advertise on Bing
> Has a rich set of inventory data
> Does not have the time or expertise to do online marketing well
> Would like something that “just works”
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The WorkflowWarning: Contains Magic
Receive Inventory
Export
Parse and Normalize
Delta Feed (Create, Update, Delete)
Update Local Campaign Data Store
Send to adCenter API
Download Performance
Data
Optimize
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Receive Inventory
Export
HBL5420UC Bosch HBL540UC Large Capacity 30" Electric Wall Oven with Genuine European Convection, Multiple
Bosch HBL5420UC HBL5420UC http://reporting.singlefeed.com/r/?cvsfa=673&cvsfe=21&cvsfp=HBL5420UC&cvsfurl=http%3A%2F%2Fwww.rainbowappliance.com%2FHBL5420UC.html%3Futm_medium%3Dshoppingengine%26utm_sourc
1669 In Stock Bosch HBL540UC Large Capacity 30" Electric Wall Oven with Genuine European Convection, Multiple Cooking Modes, Meat Probe and Self Clean Cycle: White
http://www.rainbowappliance.com/optionpics/5445_xlarge.jpg
79 Home > Cooking Products > Wall Ovens > Single Wall Ovens
6.5 New
ASD2627KEW Amana ASD2627KE 36 in. 26 Cu. Ft. Side-By-Side Refrigerator, FrontFill Ice and Water Dispenser, Ener
Amana ASD2627KEW ASD2627KEW http://reporting.singlefeed.com/r/?cvsfa=673&cvsfe=21&cvsfp=ASD2627KEW&cvsfurl=http%3A%2F%2Fwww.rainbowappliance.com%2FASD2627KEW.html%3Futm
1269 In Stock Amana ASD2627KE 36 in. 26 Cu. Ft. Side-By-Side Refrigerator, FrontFill Ice and Water Dispenser, Ener
http://www.rainbowappliance.com/optionpics/654_xlarge.jpg
82.5 Home > Refrigerators > Full Size Refrigerators > Side by Side Refrigerators
6.5 New
DP767 Coby DP767 Inch Widescreen Digital Photo Frame with MP3 Player
Coby DP767 716829917695 DP767 http://reporting.singlefeed.com/r/?cvsfa=673&cvsfe=21&cvsfp=DP767&cvsfurl=http%3A%2F%2Fwww.rainbowappliance.com%2FDP767.html%3Futm_medium%3Dshoppingengine%26u
89 In Stock The Coby 7 Inch Widescreen Digital Photo Frame With Mp3 Player, 7 Inch Widescreen Tft Lcd Color Display, Two Interchangeable Acrylic Frames White, Black
http://www.rainbowappliance.com/optionpics/7212_xlarge.jpg
0 Home > Electronics > Digital Photo Frames
New
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Parse and Normalize
MerchantProductId MerchantName ProductName Description SKU BrandName ManufacturerPartNumber UPC ProductURL ProductAuthorityCategory Price
HBL5420UC OnlineRetailer Bosch Hbl5420uc 500 Series Electric Wall Oven
BOSCH HBL5420UC 500 Series Electric Wall Oven
HBL5420UC Bosch HBL5420UC http://reporting.singlefeed.com/r/?cvsfa=673&cvsfe=21&cvsfp=HBL5420UC&cvsfurl=
Kitchen & Housewares|Major Appliances|Ovens
1669
ASD2627KEW OnlineRetailer Amana ASD2627KEW 26 Cu. Ft. Side-By-Side Refrigerator with Electronic FrontFill Dispenser & Adjustable SpillSaver Shelve
Amana ASD2627KEW 26 Cu. Ft. Side-By-Side Refrigerator with Electronic FrontFill Dispenser & Adjustable SpillSaver Shelve
ASD2627KEW Amana ASD2627KEW http://reporting.singlefeed.com/r/?cvsfa=673&cvsfe=21&cvsfp=ASD2627KEW&cvsfurl=http%3A%2F%2Fwww.rainbowappliance.com%2FASD2627KEW
Computing|Input Devices|Mice
1269
DP767 OnlineRetailer Coby DP-767 7-Inch Widescreen Digital Photo Frame with MP3 Player & 2 Metal Frames
7 PHOTO FRAME BRASS
DP767 Coby Electronics DP767 716829917671 http://reporting.singlefeed.com/r/?cvsfa=673&cvsfe=21&cvsfp=DP767&cvsfurl=http%3A%2F%2Fww
Home Furnishings|Home Decor|Picture Frames
89
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// Create two keywords.keywords[0] = new Keyword();keywords[1] = new Keyword();
keywords[0].Text = "Bosch HBL5420UC";keywords[0].PhraseMatchBid = .50;keywords[0].ExactMatchBid = 1.50;keywords[0].NegativeKeywords = null;
keywords[1].Text = "Amana ASD2627KEW";keywords[1].BroadMatchBid = .50;keywords[1].ExactMatchBid = 1.50;
string[] negativeKeywords = new string[]{
“repair",“parts"
};keywords[1].NegativeKeywords = negativeKeywords;
addKeywordsRequest = new AddKeywordsRequest(appToken,acctID,devToken,userCreds,adGroupID,keywords);
addKeywordsResponse = svcCampMgt.AddKeywords(addKeywordsRequest);
Send to adCenter API
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Results!
ProductName
BrandName
ManufacturerPartNumber
Bosch Hbl5420uc 500 Series Electric Wall Oven
Bosch HBL5420UC
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Just One ExampleHere’s the menu of services> Advertising Services
> adCenter API: Search + Content ads> KSP (Keyword Services): Keyword
research> Atlas API: Third party display ads> CAM (Creative Asset Management) API:
Content library for all kinds of ads> Publisher Services
> Bing API: Bing search content + search ads
> pubCenter API: Ad unit creation and reporting
Future
Future
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Microsoft’s adPlatform Goals> Expose a complete, documented,
consistent set of APIs to advertisers, agencies, publishers, and tool providers
> Develop a common taxonomy: Make it easy for partners to share data between each other
> Support developer standards: it should be easy for advertisers, publishers, and tool providers to build interoperable tools and services
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So Remember> We need more developers in this
space> Tools for advertisers and publishers> Integration solutions between advertisers,
publishers, and supporting systems like CRM, inventory, SharePoint, etc
> More optimization options for advertiser spend and publisher yield
> Cleverness. Lots and lots of cleverness
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Want More Information?
+ Handouts: See me after the session.
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YOUR FEEDBACK IS IMPORTANT TO US! Please fill out session evaluation
forms online atMicrosoftPDC.com
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Learn More On Channel 9> Expand your PDC experience through
Channel 9.
> Explore videos, hands-on labs, sample code and demos through the new Channel 9 training courses.
channel9.msdn.com/learnBuilt by Developers for Developers….
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© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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