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
 GIF
 120x600
 GIF Animation
 125x125
 HTML
 300x250
 Flash
 468x24
 Streaming Video
 468x60
 Pop-up / under
 728x90

The Internet in Japan
Japanese Internet Users
Users (1,000,000)
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

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
バリュークリックの広告リーチ
Rank
アドネットワーク
広告Reach %
1
2
3
4
5
6
7
ValueClick Japan
CyberAgent
ValueCommerce
DoubleClick
CCI
E-Classis
DAC
40.14
37.52
32.13
27.09
19.80
17.19
6.73
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…
YOU
Web
Site
Cookie:
Unique
Double
ID #
Cookie:
Unique
ID #
Name, credit card,
address, etc.
Shopping
Site
Same unique ID #
used to get
information to
identify you in DB
Click
3rd Party DB
of personal
information
3. Privacy – What We (Don’t) Know

Levels of paranoia
1.
2.
3.
4.
Don’t give out your personal information
Don’t shop on-line
Use an open 3rd party proxy
Use software to randomize:



5.
6.
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/mrt
g/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
HDD 80G x 2 + …
Tape backup
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)

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