Enom 2010 Annual Report Download - page 13

Table of Contents
components of our platform across their websites, enhancing their content, social media and monetization features and capabilities. In addition, we believe we
are YouTube's largest content provider as measured by the number of videos contributed. We believe that our videos on YouTube, which have been viewed
more than 2 billion times, are particularly attractive to advertisers because they are rights cleared and professionally produced. Collectively, our network of
customer websites generated over 1 billion page views to our platform during the month ended January 31, 2011 according to our internal data.
Content Monetization
We have developed a multi-faceted, proprietary system incorporating advertising networks, including Google AdSense, designed to maximize yields.
Our system of monetization tools includes contextual matching algorithms which place advertising based on website content, yield optimization systems
which continuously evaluate performance of advertisements on websites to maximize revenue and ad management infrastructures to manage multiple ad
formats and control ad inventory. These tools can be deployed alongside a publisher's own content or in conjunction with content from our platform.
Consistent with other performance-based advertising programs, we enter into revenue-sharing arrangements with website publishers that utilize our system of
monetization tools.
We are also expanding our direct sales force to sell display advertisements across our entire distribution network, spanning both our owned and operated
websites and our network of customer websites.
Social Media Applications
Our integrated social media applications for publishers and brands help drive audience, insights and revenue. Companies primarily use our social media
applications to add community-building features to their websites and mobile applications. Key capabilities include user profiles, comments, forums, reviews,
blogs, photo and video sharing, media galleries, groups and messaging. Through our social media products, websites can bridge user actions, identities and
relationships to leading social networks such as Facebook.
We deploy our social media products as programmable social application servers, which are designed to easily integrate with customers' existing
technology systems and scale to high levels of user traffic. Our Widget Management, Software Development Kit, APIs and other developer tools are used by
agencies and customers to create differentiated social media applications. Often, our social media applications are tightly built into core site services, such as
the Fan War Rooms on NFL.com. Additionally, our social media applications provide a number of back-end tools, including: the Community and Moderation
Manager for user, content and abuse management and the Analytics Manager for activity reporting and return on investment assessment. Additional services
such as Rewards, which provide user incentives such as badges and points, help augment our product offerings.
Registrar Products & Services
We own and operate eNom, the world's largest wholesale registrar of Internet domain names and the world's second largest registrar overall, with nearly
11 million domain names under management as of December 31, 2010. As a wholesaler, we provide domain name registration services and related value-
added services to resellers, including small businesses, large e-commerce websites, Internet service providers and web-hosting companies. These resellers, in
turn, contract directly with domain name registrants to deliver these services. Our Registrar service offering gives resellers the choice of either a highly
customizable API model or a turnkey solution. Our customizable API solution includes a selection of over 275 commands and integrates with third-party
merchant account and billing tools, hosting and email tools as well as other value-added services. Our turnkey reseller solution allows a
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