Microsoft adPlatform Opportunities for DevelopersEric TotherowadPlatform EvangelistMicrosoft Corporation

SVC36

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.

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

So, Good Times Right?Well, consider this:

We’ve replaced a few audience options…

…with a BAZILLION.

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

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.

Inventory Data adCenter Ads

demo

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”

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

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

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

// 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

Results!

ProductName

BrandName

ManufacturerPartNumber

Bosch Hbl5420uc 500 Series Electric Wall Oven

Bosch HBL5420UC

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

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

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

Want More Information?

+ Handouts: See me after the session.

Ready To Get Started?> advertising.microsoft.com/developers/signup

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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.