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What Makes the Internet Click?
Rodney Webster - ValueClick Japanhttp://www.valueclick.ne.jp/
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1. The Internet Advertising Industry
What’s a banner ad?
This Space For RentServer for web page
Server for banner
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1. The Internet Advertising Industry 1994 First banner ad on Wired (468x60) Now
120x240120x600125x125300x250468x24468x60728x90
GIFGIF AnimationHTMLFlashStreaming VideoPop-up / under
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The Internet in Japan
Access Media International: Internet White Paper 2001
Japanese Internet Users
05
10152025303540
Oct-95 Mar-97 Jul-98 Dec-99 Apr-01 Sep-02Date
Use
rs (
1,0
00
,00
0)
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Internet Access Location (2001)
Home &Work /School
27%
Cell /PHS20%
Work /School
17%
Home36%
The Internet in Japan
Access Media International: Internet White Paper 2001
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1. The Internet Advertising Industry
Then: Sites selling their own space
Now: Agencies recruiting sites and selling that spa
ce Mobile Advertising Network (i-Mode)
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1. The Internet Advertising Industry
Recruit Sites Sell Internet Advertising
Marketing Models CPM – Cost Per 1,000 CPC – Cost Per Click CPA – Cost Per Action
‘Inventory’ Impression Click Through (Rate) Conversion
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Rank アドネットワーク 広告Reach %
1 ValueClick Japan 40.142 CyberAgent 37.523 ValueCommerce 32.134 DoubleClick 27.095 CCI 19.806 E-Classis 17.197 DAC 6.73
バリュークリックの広告リーチ
出所:
Nielsen//Netratings, BANNER TRACK CUSTOM ( 2001 年 8 月)より作成。
BANNER TRACK CUSTOM は全てのアドネットワークスを対象としたものではありません。従ってランキングされている以外のアドネットワークスは存在します。
また、 Doubleclick. のデータはダブルクリック社のアドネットワーク部分のみの配信量を推計したものです。なお、アドサーバーの数値については、配信サーバーの一部のみをカウントしたものである可能性があり、その規模を単純に比較するものではありません。
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2. ValueClick’s AD Delivery System
Figures for October, 2001 Web Advertising Network
12,800 sites 30,000,000 PV / day
Mobile Advertising Network 1,250 sites 19,000,000 PV / day
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2. ValueClick’s AD Delivery System
Database
DYNAMO
SYSTEM
Banner request
Banner
Inventory Logging impressions, clicks, etc.
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2. ValueClick’s AD Delivery System
ValueClick System (Software) OS: RedHat / FreeBSD Web Server: Apache Programming Language: Perl Database: MySQL All (Virtually) Free!
http://www.perl.org/: Web site infrastructure and support supplied by ValueClick
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2. ValueClick’s AD Delivery System
Features Targeting
Area: country / prefecture / area code Domain type: “co.jp”, etc. Time: day of week, hour
Banner types GIF HTML JavaScript Java Shockwave Streaming Audio / Video
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2. ValueClick’s AD Delivery System
Features Online interface – via Web browser Updated in real time
Host site statistics Campaign statistics & control
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3. Privacy – What We (Don’t) Know
Track IP addresses only No database of personal information Database & cookies only used for banner
delivery & preventing cheating (clicking own ad, etc.)
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3. Privacy – What We (Don’t) Know
People can only know your personal information if you give it to someone
Mid-2000, DoubleClick planned to link database of personal information to ad serving system: complaints from activists caused plan to be cancelled
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3. Privacy – What We (Don’t) Know
How it can work…
YOU
Name, credit card, address, etc.
Cookie:Unique ID #
DoubleClick
WebSite
ShoppingSite
Same unique ID # used to get information to identify you in DB
Cookie:Unique ID #
3rd Party DB of
personal informatio
n
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3. Privacy – What We (Don’t) Know
Levels of paranoia1. Don’t give out your personal information
2. Don’t shop on-line
3. Use an open 3rd party proxy
4. Use software to randomize: Proxy Browser type Cookies
5. Unplug computer
6. Wrap head in tin foil
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4. The ValueClick Network
100M line - traffic peaks around 30Mbps Around 30 servers Running 24 hours, 356 days a year One delivery server down can bring
down host sites!!!
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4. The ValueClick NetworkLoad Balancers Foundry Networks http://www.foundrynetworks.com/
Load Balancer
Web Servers
HTML Request
xxx.xxx.xxx.xxx virtual IP address
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5. Network Maintenance
Keep it running If it’s down get it back up Data recovery The Answer:
Don’t do anything! Automate, automate, automate…
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5. Network Maintenance
Server Monitoring
Multi Router Traffic Grapher (MRTG) http://people.ee.ethz.ch/~oetiker/webtools/mrt
g/mrtg.html
This is *not* normal…
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5. Network Maintenance
Server Monitoring
SiteRock – http://www.siterock.com/ Provide 24 hour monitoring of servers If problem occurs, contacted immediately
Don’t modify network without warning them!
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5. Network Maintenance
Server Monitoring
xstats
Don’t modify network without warning them!
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5. Network MaintenanceBackups Veritas disk mirroring http://www.veritas.com/ Tape backups
Tape backup
Backup server
HDD 80G x 2 + …
tar + gunzip + ftp
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5. Network MaintenanceAutomation – the magic of cron Can be set minute / hour / day / etc. Used for:
File backups, transfering to backup server, dumping to tape
Checking security: accounts, passwords, etc.
Check result of backup, disk space, etc. cron can mail results to multiple email a
ddresses
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5. Network MaintenanceSecurity The obvious stuff:
Shutdown unnecessary services Close unused ports Use secure login methods: ssh, kereberos
The weakest link is the human one Restrict password access to essential pers
onnel Use shared key login, so passwords not ne
eded (login terminal must then be secure)