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SVC36 . Microsoft adPlatform Opportunities for Developers. Eric Totherow adPlatform Evangelist Microsoft Corporation. Some Quick Definitions . Advertisers: The Spenders Need to get some message to an audience.

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Microsoft adplatform opportunities for developers l.jpg

SVC36

Microsoft adPlatform Opportunities for Developers

Eric Totherow

adPlatform Evangelist

Microsoft Corporation


Some quick definitions l.jpg
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 l.jpg
2008-2013 CAGR (%) US Market

Source: IDC, 2009


So good times right well consider this l.jpg
So, Good Times Right?Well, consider this:

We’ve replaced a few audience options…

…with a BAZILLION.


People are starting to complain l.jpg
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 l.jpg
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 l.jpg

Inventory Data  adCenter Ads

demo


The scenario l.jpg
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 workflow warning contains magic l.jpg
The WorkflowWarning: Contains Magic




Slide12 l.jpg

  • // 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



Just one example here s the menu of services l.jpg
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 l.jpg
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 l.jpg
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 l.jpg
Want More Information?

+ Handouts: See me after the session.


Ready to get started l.jpg
Ready To Get Started?

  • advertising.microsoft.com/developers/signup


Slide19 l.jpg

YOUR FEEDBACK IS IMPORTANT TO US!

Please fill out session evaluation forms online at

MicrosoftPDC.com


Learn more on channel 9 l.jpg
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/learn

Built by Developers for Developers….


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