two years ago, the internal management confusion. On April 14, 2011, “fortune” magazine columnist Jessi Hempel about Twitter, said Twitter can’t launch meaningful new product, no more revenue, more inaction on absorbing management talents.
of course, the Twitter’s board of directors or CEO Dick Costolo, such criticism was used, they have spent several months to clean up and save a few years to be disorganized management Twitter, hope to turn it into a “real” company. As a first step, and they plan is to hire a chief product officer. Twitter’s board of directors hope to find a can eliminate the internal turmoil and reshape the product line, attract advertisers to the Twitter platform to advertise.
DoubleClick and Google executives before David Rosenblatt just joined Twitter in December 2010, the board of directors, he has a good mind, that is his job at Google and DoubleClick subordinates Neal Mohan. Twitter to offer an olive branch Neal Mohan, hoped Neal Mohan can accept the invitation. But rejected Twitter Neal Mohan. Why is that? Because Google was opened a big check.
Dr. Rosenblatt said to a friend, Mohant was refused to the reason of Twitter is Google offered to him than the basketball star Anthony (Anthony) higher wages. In February 2011, the American sports media headlines are NBA stars move New York knicks Anthony, the knicks Anthony and signed a three-year contract, Anthony three years salary of $65 million.
TechCrunch reported later, Google paid Mohant worth more than $100 million in stock. Mohant two years after the sign with Google, Google’s share price has risen about 35%, Mohan contract worth up to $150 million.
in the past few weeks, had an interview with Business Insider respectively Mohan colleagues, customers, competitors, etc., hoping to learn more about Mohan. According to these familiar with his people, mohan years ago foresaw brand advertising will become the mainstay of the Internet industry, and will be according to the foreseen made a plan, and then perfect to carry out the plan.
started with $60000
in 1996, Neal Mohan graduated from Stanford university in electrical engineering major, after graduation to join Andersen Consulting – later, the company now renamed as Accenture.
in 1997, Mr Mohan to join a start-up company Net Gravity, the selling enterprise software company to digital marketing company, the job is the starting point of mohan Internet advertising career, at that time, he earns about $60000. Mohan on linkedIn in.net Gravity at the time of a job description for “senior analyst” (senior analyst), but, according to the then boss Richard Frankel mohan’s position is essentially a senior customer representative.
Frankel said, when hiring Mohan there are two main reasons, first, because at that time or in the 1990 s, Mohan is.net Gravity can be found at the time of “knew something about the Internet,” one of the few; The second reason is Mohan has the characteristic of a rare – he is very curious experts, and business management, can be in with.net Gravity in the process of enterprise customer contact to the other party to provide strategic advice.
“he contact with the customer, it is not only help customers to solve their current problems,” said Frankel, “he also allow customers fully understand the.net technology so as to maximize the use of Gravity Net Gravity technology, it brings more business to the.net Gravity.” Frankel will soon be.net important big customers to Mohan, Gravity and Mohan successfully put the big customer “become larger.
Frankel think Mohan success the most important factor, is his natural curiosity. “Usually, meet with the Mohan, he would constantly asking questions, he always wants to understand other people talking about the topic of: new field, new company, a customer’s question and so on, he absorb and digest the content, to enrich their own knowledge.”
also in 1997, Net Gravity by another Internet start-up company DoubleClick advertising industry, the latter headquarters in New York, Mohan and move from California to New York.
1997 to 2003, Mohan in DoubleClick from customer service to sales again to the responsibilities of a business operation. In solving customer problems at the same time, the mo han is also studying DoubleClick problems of its own, he restructured DoubleClick 500 people scale sales and technical services team. Internet bubble burst at the beginning of the 21st century, the United States, DoubleClick management to reduce a company’s expenses to solicit comments from Mohan, Mohan has not only put forward the scheme and successfully lead to perform this scheme, Mohan is then DoubleClick promoted to executive vice President of business operations.
in 2003, left DoubleClick Mohan, back to Stanford MBA.
two years later, DoubleClick to key points. DoubleClick1998 listed in 1999 paid $1.9 billion for a company engaged in the Internet data collection of the third party company, Abacus Direct, but the deal was proved to be a wrong decision, away from the company’s development direction, DoubleClick was crippled. Private equity fund Hellman& Friedman, DoubleClick for $1.1 billion for a fraction of the price and to split it for Double Click and Abacus Direct two parts.
Hellman & amp; Friedman, old employees, executives and DoubleClick David Rosenblatt appointed as the new CEO of DoubleClick, Rosenblatt with the enterprise of millions of dollars each year on the traditional media advertising budget ideal office moved to the Internet.
it is becoming more and more, DoubleClick will have to abandon the edge of a lot of assets, the development of new business, but also pay a lot of debt. Rosenblatt understand, in order to realize the ideal, you need a strong hand. His first thought, is the former colleagues just got Stanford MBA degree.
how to put $1 billion into $3 billion
when Mohan has received an offer to move to several companies, including Google, but he ended up as a product owner, strategic director to join former club DoubleClick.
Mohan only raised a requirement: work site must be in California. Mohan’s wife is a New Yorker, in order to to Stanford MBA, he persuaded his wife moved to California, to his wife promised will not move. Rosenblatt agreed to the request, even though it means hiring a never management of product research and development personnel in 3000 miles away a large product research and development team management.
Mohan after return to the company, two people in the next six months, for DoubleClick developed a new strategy, they put these results make it 400-500 in the PPT file, this is an epic and significance of the results.
according to several participated in the drafting of the document or seen the PPT memories, even by today’s vision and standards, the existing display advertising business in Google also is full of the shadow of the PPT file. And the PPT is also Mohan to beat for the new idea of science and technology of the proof of the commercial possibilities of the ability.
the first half of the PPT, detailed predictions from publishers (site), advertisers, and the user’s point of view the development direction of Internet advertising, and in the face of such development direction, DoubleClick should develop what kind of products:
with the digitalization of the world as a whole, the company will be to the publishers and marketers to provide comprehensive solutions, to help them to understand in what price should sell or buy advertising space; And the company will offer content providers or marketers “interaction” and “rich media” advertising form. We believe that the company should be DoubleClick.
in order to realize the prediction and achieve specific revenue targets, the lower part of the PPT concrete calculation of DoubleClick every month should be the number of engineers for a product.
Rosenblatt and Mohan shows the PPT to the board, the board approved the plan. New DoubleClick was born, it has developed three lines of business: core advertising technology solutions, an advertising alliance, as well as an advertising trading platform (AD exchange).
after less than a year and a half, Google for $3.1 billion acquisition of DoubleClick than Hellman & amp; Friedman, the purchase price to turn over more than two times (Hellman & amp; Friedman’s $1.1 billion acquisition of DoubleClick and Abacus Direct fit).
The trust of the
Google DoubleClick in 2007, after a rival followed suit, acquire similar Internet advertising services company, yahoo is spending $680 million to buy the Right Media Exchange, Microsoft has spent $6.3 billion buying aQuantive.
five years later, Microsoft announced the aQuantive acquisition of complete failure, the investment of $6.2 billion as a loss of $6.3 billion. Yahoo CEO Marissa had not yet been determined whether to sell Right Media Exchange.
in Google, Mohan remains responsible for DoubleClick products and strategies, in addition to Rosenblatt leave, DoubleClick team basically all is in Google. What did Google and Mohan Microsoft and yahoo could not do?
thanks to a person: Susan Wojcicki brought up. Susan Wojcicki brought up to construct a Google’s advertising business, including the display advertising business, Google currently 95% of the $50 billion in annual revenue still comes from the advertising. Susan Wojcicki brought up report directly to Google CEO Larry Page, Larry Page totally trust her, so Google internal have a saying: “Suasn to want what, what.”
in 2007, Susan Wojcicki brought up want is DoubleClick, Google bought DoubleClick, in 2008, the acquisition of DoubleClick passed after the government antitrust investigation, Susan with DoubleClick team personnel to replace the original display advertising Google team – this is a controversial move, even Google respected display advertising director Gokul Rajaram has been fired. Rajaram currently operating Facebook’s display advertising business.
it is conceivable, Susan Wojcicki brought up and how Mohan, I was faced with the pressure, if Mohan fails, it will become quite difficult to sort out the mess. Of course, the Mohan and his team success.
in January 2012, Google announced its display advertising business income reached $5 billion, 2011 this year, Google has yet to be announced in 2012 display advertising revenue, we get the news is that in 2012 the figure was $7 billion, or more likely, remove to partner’s income, Google itself get income accounted for 32%.
a lot of people think, Mohan can succeed in Google’s one big reason is: he can use the engineer to understand the way and they talk about advertising and media. “He can walk into any meeting rooms, explained to everyone a acquisition of strategic thinking behind his explanation let anyone can understand.” A colleague of Mohan said. “In general, a person to master the knowledge of either wide or deep, but he did it again and more deep.”
Mohan in another important reason for the success of Google is Susan Wojcicki brought up and other executives gave him enough financial power, let he can be the future of the acquisition of DoubleClick has help businesses, that’s right, is the 500 – page PPT foresee DoubleClick in the future. In this regard, a best example is acquiring a is called the Invite Media startups, Google took about 85 million acquisition of the company in 2010. The acquisition is an opportunity, Mohan held in a big advertisers, and Google quarterly meeting, ask each other in the tools they use, have said that if a buyout by Google would be better to use. The customer, is said to be the head of Omnicom tell Mohan, advertent can Invite Media.