What Makes the Internet Click?

What Makes the Internet Click? Rodney Webster - ValueClick Japan http://www.valueclick.ne.jp/

1. The Internet Advertising Industry • 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 (468x60) • Now • 120x240 • 120x600 • 125x125 • 300x250 • 468x24 • 468x60 • 728x90 • GIF • GIF Animation • HTML • Flash • Streaming Video • Pop-up / under

The Internet in Japan Japanese Internet Users 40 35 30 25 Users (1,000,000) 20 15 10 5 0 Oct-95 Mar-97 Jul-98 Dec-99 Apr-01 Sep-02 Date Access Media International: Internet White Paper 2001

The Internet in Japan Internet Access Location (2001) Cell / Home & PHS Work / 20% School 27% Work / Home School 36% 17% Access Media International: Internet White Paper 2001

1. The Internet Advertising Industry • Then: • Sites selling their own space • Now: • Agencies recruiting sites and selling that space • Mobile Advertising Network (i-Mode)

1. The Internet Advertising Industry • Recruit Sites • Sell Internet Advertising • ‘Inventory’ • Impression • Click Through (Rate) • Conversion • Marketing Models • 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. 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

2. ValueClick’s AD Delivery System Banner request DYNAMO SYSTEM Banner Inventory Database Logging impressions, clicks, etc.

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

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

2. ValueClick’s AD Delivery System Features • Online interface – via Web browser • Updated in real time • Host site statistics • Campaign statistics & control

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.)

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

3. Privacy – What We (Don’t) Know • How it can work… Name, credit card, address, etc. Shopping Site YOU Cookie: Unique ID # Web Site Same unique ID # used to get information to identify you in DB Cookie: Unique ID # Double Click 3rd Party DB of personal information

3. Privacy – What We (Don’t) Know • Levels of paranoia • Don’t give out your personal information • Don’t shop on-line • Use an open 3rd party proxy • Use software to randomize: • Proxy • Browser type • Cookies • Unplug computer • Wrap head in tin foil

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!!!

4. The ValueClick Network Load Balancers • Foundry Networks • http://www.foundrynetworks.com/ HTML Request xxx.xxx.xxx.xxx virtual IP address Load Balancer Web Servers

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…

5. Network Maintenance Server Monitoring • Multi Router Traffic Grapher (MRTG) • http://people.ee.ethz.ch/~oetiker/webtools/mrtg/mrtg.html This is *not* normal…

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!

5. Network Maintenance Server Monitoring • xstats Don’t modify network without warning them!

5. Network Maintenance Backups • Veritas disk mirroring • http://www.veritas.com/ • Tape backups Backup server tar + gunzip + ftp Tape backup HDD 80G x 2 + …

5. Network Maintenance Automation – 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 addresses

5. Network Maintenance Security • 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 personnel • Use shared key login, so passwords not needed (login terminal must then be secure)

What Makes the Internet Click?