What Makes the Internet Click? Rodney Webster - Value. Click Japan http: //www. valueclick. ne. jp/
1. The Internet Advertising Industry n What’s a banner ad? Server for web page This Space For Rent Server for banner
1. The Internet Advertising Industry 1994 First banner ad on Wired (468 x 60) n Now n 120 x 240 n GIF n 120 x 600 n GIF Animation n 125 x 125 n HTML n 300 x 250 n Flash n 468 x 24 n Streaming Video n 468 x 60 n Pop-up / under n 728 x 90 n
The Internet in Japanese Internet Users (1, 000) 40 35 30 25 20 15 10 5 0 Oct-95 Mar-97 Jul-98 Dec-99 Date Apr-01 Sep-02 Access Media International: Internet White Paper 2001
The Internet in Japan Internet Access Location (2001) Home & Work / School 27% Work / School 17% Cell / PHS 20% Home 36% Access Media International: Internet White Paper 2001
1. The Internet Advertising Industry n Then: n n Sites selling their own space Now: Agencies recruiting sites and selling that space n Mobile Advertising Network (i-Mode) n
1. The Internet Advertising Industry Recruit Sites n Sell Internet Advertising n n ‘Inventory’ n n n Impression Click Through (Rate) Conversion n Marketing Models n n n CPM – Cost Per 1, 000 CPC – Cost Per Click CPA – Cost Per Action
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。
2. Value. Click’s AD Delivery System n Figures for October, 2001 Web Advertising Network n n n 12, 800 sites 30, 000 PV / day Mobile Advertising Network n n 1, 250 sites 19, 000 PV / day
2. Value. Click’s AD Delivery System Banner request DYNAMO SYSTEM Banner Inventory Database Logging impressions, clicks, etc.
2. Value. Click’s AD Delivery System n n n Value. Click System (Software) OS: Red. Hat / Free. BSD Web Server: Apache Programming Language: Perl Database: My. SQL All (Virtually) Free! http: //www. perl. org/: Web site infrastructure and support supplied by Value. Click
2. Value. Click’s AD Delivery System Features n Targeting n n Area: country / prefecture / area code Domain type: “co. jp”, etc. Time: day of week, hour Banner types n n n GIF HTML Java. Script Java Shockwave Streaming Audio / Video
2. Value. Click’s AD Delivery System n n Features Online interface – via Web browser Updated in real time n n Host site statistics Campaign statistics & control
3. Privacy – What We (Don’t) Know n n n Track IP addresses only No database of personal information Database & cookies only used for banner delivery & preventing cheating (clicking own ad, etc. )
3. Privacy – What We (Don’t) Know n n People can only know your personal information if you give it to someone Mid-2000, Double. Click planned to link database of personal information to ad serving system: complaints from activists caused plan to be cancelled
3. Privacy – What We (Don’t) Know n How it can work… YOU Web Site Cookie: Unique ID # Double Click Cookie: Unique ID # Name, credit card, address, etc. Shopping Site Same unique ID # used to get information to identify you in DB 3 rd Party DB of personal information
3. Privacy – What We (Don’t) Know n Levels of paranoia 1. 2. 3. 4. Don’t give out your personal information Don’t shop on-line Use an open 3 rd party proxy Use software to randomize: n n n 5. 6. Proxy Browser type Cookies Unplug computer Wrap head in tin foil
4. The Value. Click Network 100 M line - traffic peaks around 30 Mbps n Around 30 servers n Running 24 hours, 356 days a year n One delivery server down can bring down host sites!!! n
4. The Value. Click Network Load Balancers n Foundry Networks n http: //www. foundrynetworks. com/ HTML Request xxx virtual IP address Load Balancer Web Servers
5. Network Maintenance Keep it running n If it’s down get it back up n Data recovery n The Answer: n Don’t do anything! n Automate, automate… n
5. Network Maintenance Server Monitoring n n Multi Router Traffic Grapher (MRTG) http: //people. ethz. ch/~oetiker/webtools/mrt g/mrtg. html This is *not* normal…
5. Network Maintenance Server Monitoring n n n Site. Rock – http: //www. siterock. com/ Provide 24 hour monitoring of servers If problem occurs, contacted immediately Don’t modify network without warning them!
5. Network Maintenance Server Monitoring n xstats Don’t modify network without warning them!
5. Network Maintenance Backups n Veritas disk mirroring n http: //www. veritas. com/ n Tape backups Backup server tar + gunzip + ftp HDD 80 G x 2 + … Tape backup
5. Network Maintenance Automation – the magic of cron n Can be set minute / hour / day / etc. n Used for: File backups, transfering to backup server, dumping to tape n Checking security: accounts, passwords, etc. n Check result of backup, disk space, etc. n n cron can mail results to multiple email addresses
5. Network Maintenance Security n The obvious stuff: Shutdown unnecessary services n Close unused ports n Use secure login methods: ssh, kereberos n n The weakest link is the human one Restrict password access to essential personnel n Use shared key login, so passwords not needed (login terminal must then be secure) n
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