Opening Slides by John Battelle, Monday June 7

Marketing In Real Time

Some context…

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Rise of Mobile Platforms…• iPhone: Zero to 50mm units in 3 years• Android: Zero to 60K units sold/day in 2 years• iPad: Zero to 2mm in 60 days• …and 30+ new tablets set to launch…

Marketing In Real Time

Rise of Local Platforms…

• Yelp: 10x growth in US uniques past 3 years• Foursquare: zero to 2mm in two years• Google integrates Local, Maps, and Business directories into “Places”• Facebook, Twitter integrate location

Marketing In Real Time

Rise of Real Time Platforms…

Marketing In Real Time

• Twitter: 40mm tweets/day• Facebook: 60mm status updates/day• Rise of the DSP/SSP: Real time inventory bidding• Google buys Invite, more to come…

Rise of Social Platforms…

• 34mm to 450mm in 3.5 years

Marketing In Real Time

Rise of Social Platforms…

• Twitter: 1mm to 125mm in 3.5 years

Marketing In Real Time

A Lot of Data…

Rise of Real Time Issues…

Marketing In Real Time

• Privacy vs. “Publicy” – whose data is it?• The regulators are quite awake…

• Open vs. Closed – who gets to play, and on what terms?• Publishers vs. Marketers vs. Platforms – can we all get along? • And can we get an API with that?

In a World of Real Time Data…

Marketing In Real Time

• All Marketers are Publishers….

…Real Time Publishers...

an example….

The Gap Scenario

Marketing In Real Time

And Now On With The Show…

Marketing In Real Time