2. TODAY’S AGENDA
Online Advertising Types/Pricing Models
Where we were
The landscape
What is programmatic?
The importance of Data
The Programmatic Future
Predictions

3. So many types!
Display Advertising Social Marketing Search Engine Marketing
Search Engine Optimization Social Media Marketing Mobile Advertising
Email Advertising Affiliate Marketing Content and Native Marketing

4. Common pricing models today
• CPM – Cost per Mille (Flat Rate)
• dCPM – dynamic cost per thousand (common on exchanges)
• CPC - Cost per click
• CPV – Cost per view
• CPA – Cost per action
• CPD – Cost per download
• CPE – Cost per engagement
• CPCV – Cost per completed view (Video)
• Fixed Cost
• And more!

5. Where it all started in display – AT&T
1994, No logo, no Ad Choices, no data, no networks, no video, no mobile, no rich media,
30MM only online, no exchanges, no RTB, most ads ISP driven and 44% CTR!

6. Where it all started in display – AT&T
2014, Ad choices, rich media,
impression level targeting,
exchanges, dynamic, learning
algorithms, programmatic, cross
device, <.1% CTR, fully interactive,
social, and more…

7. Let’s face it, it’s complex

8. Things could get worse for print publishers
Share of time spent with media vs. share of media ad spend (US, 2013)

10. What is programmatic?
The use of real-time, software-based systems, rules and algorithms to
automate and optimize the purchase and delivery of data driven,
targeted and relevant ads to consumers.
Marketing
Technology
Data

11. For Internal Use Only - Confidential

12. Some types of data used for targeted advertising

13. THE
NEW WAY OF
BUYING ADS

14. The old way

15. The new way

16. How DSPs, SSPs, and Ad Exchanges work

17. Programmatic Everywhere
It started with RTB for display, it will end with everything…
you have to be set up now for masses of live data
RTB
DISPLAY
RTB
MOBILE
RTB
SOCIAL
(FBX)
RTB
VIDEO
NATIVE SMART
TV
RTB
Premium
Display
SOCIAL
(TWITTER)
OOH RADIO GLASSES
$
2008 2013

18. PROGRAMMATIC
IN ACTION

19. Programmatic + Live Data In Action Tomorrow
An Omni-Channel customer experience in the near future

20. She notices her performance
is more sluggish than usual
CONFIDENTIAL // JANUARY 2014 //
….so does the app

21. CONFIDENTIAL // JANUARY 2014 //
On her way to work

22. On the way to work,
the search begins…

23. CONFIDENTIAL // JANUARY 2014 //
The taxi ad seems to
speak to her

24. CONFIDENTIAL // JANUARY 2014 //
Even the billboards seem
to know something

25. CONFIDENTIAL // JANUARY 2014 //
Arriving at work

26. CONFIDENTIAL // JANUARY 2014 //
A promoted
tweet from
New Balance
pops up and
prompts a
conversation

27. CONFIDENTIAL // JANUARY 2014 //
That Twitter
conversation
leads to
an order

28. The shoes are 3D printed –
and delivered by an Amazon
Prime drone
CONFIDENTIAL // JANUARY 2014 //

42. 30%
25%
20%
15%
10%
5%
$25.0
$20.0
$15.0
$10.0
$5.0
Mobile display will be an area to look out for. Total spend, including Facebook
and Twitter, is expected to grow from $3.8 billion in 2013 to $14.5 billion by 2017
Sources: IDC and eMarketer 2013
In billions
2012 2013 2014
0%
$0.0
Total digital
display ad
spending
Total spend on
video advertising
RTB as % of total
digital display ad
spend
RTB as % of video
advertising spend

43. Who we are
We are a programmatic advertising company, purpose-built for the
marketer. We use exclusive intent data and technology to create relevant,
timely advertising campaigns, and generate customer insights.
56 44 28
of Fortune 500 of Internet Retailer 500 of Advertising Age 100

45. Peeling the onion back on social

46. PROGRAMMATIC
WORLD
Where we’re going…
Technology
Data Marketing

47. Programmatic Everywhere

48. Peeling the onion back on social

50. Programmatic Everywhere: The search begins

56. 3D printed, and delivered by a drone

57. Thank You
For more information visit
chango.com