Building The New Media Start-up 30.5.2012

1. THE CONVERSION
MACHINE
Conversions-to-date

2. Intro
DYNAMIC PERSONALIZED RETARGETING
User visits eCommerce User later shown User directed
1 site but quits without 2 personalized banners on 3 back to site to convert
converting network
150% uplift THE IMPACT 1400% CTR uplift
compared to retargeting standard compared to untargeted standard

3. Intro
THE CONVERSION MACHINE
WHO?
Each user is matched
with a specific segment
Bid: 1
DATA WHAT?
AGGREGATION Content & Layout
Recommendation Engine
1st, 2nd and 3rd party data
Bid: 2
HOW MUCH?
Best of Breed
Real-time bidder
Bid: 3

4. Intro
SHOWING THE RIGHT BANNER AD,
AT THE RIGHT TIME, FOR THE RIGHT USER

5. Intro
GLOBAL LEADER IN CPA RETARGETING Over
OPERATING IN 15 MARKETS 100
employees
across globe
and growing
USA FRANCE BENELUX ITALY SCANDINAVIA TURKEY
SPAIN UK GERMANY RUSSIA JAPAN
LATAM INDIA

6. COMPANY BUSINESS MODEL
PERFORMANCE-BASED ADVERTISING
Cost Per Acquisition (CPA)
myThings takes all the risk and pays for all media
Advertisers pay only for actual conversions, a
pre-determined percentage of each sale

7. GO-TO-MARKET STRATEGY
Opening new offices worldwide to support demand
Targeting top tier advertisers, retail and services
Supporting dual sales approach: direct and channel-
based (mainly via affiliate networks and agencies)

8. MAJOR CHALLENGES WE FACED
Strong competition from established startups
Recruiting talent
Market education – changing paradigm from industry
focused on CPC and CPM to CPA

9. CHALLENGES WE’RE CURRENTLY FACING
Facing growing competition from more players such
as media companies and agencies
Creating differentiation in over-crowded ecosystem
(LUMA map)
Recruiting talent

10. ONE THING I WISH I’D KNOWN BEFORE I STARTED
Had I known that the market will be so
strong, I’d be less conservative and
would have taken greater risks

11. HOW WE PUT THE TEAM TOGEHER
We combined:
Domain experts
Experienced sales professionals
Soul players

12. THREE YEARS FROM TODAY, WE WILL BE…
The leading performance
display provider worldwide

13. ONE TIP
Persistency
Honesty
Hard work
Things are never as good OR as bad as they seem