data story 1: the publisher is not dead

0

2

4

6

8

www.newmarke)ngins)tute.comData  Story  1:  The  Publisher  is  Not  Dead

BestPerforming  Publisher

Worst  Performing  Publisher

Publish

er  Value

 Inde

x

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

All Other Variables57%

Publisher43%

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

Average  Contribu8on  ScoreSampled  across  ~1B  Impressions  /  51  Recent  Campaigns

All Other Variables71%

Publisher29%

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

By  Ver8cal:  HealthcareAverage  Contribu=on  Score

All Other Variables62%

Publisher38%

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

By  Ver8cal:  TechnologyAverage  Contribu=on  Score

All Other Variables58%

Publisher42%

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

By  Ver8cal:  CPGAverage  Contribu=on  Score

All Other Variables52%

Publisher48%

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

By  Ver8cal:  RetailAverage  Contribu=on  Score

All Other Variables51%

Publisher49%

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

By  Ver8cal:  FinanceAverage  Contribu=on  Score

All Other Variables45%

Publisher55%

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

By  Ver8cal:  TelcomAverage  Contribu=on  Score

All Other Variables43%

Publisher57%

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

By  Ver8cal:  TravelAverage  Contribu=on  Score

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SPREAD

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

0

2

4

6

8

Publisher=283675 Publisher=574 Publisher=35970 Publisher=179 Publisher=3444489 Publisher=13529

Publisher Value Index

196x  Spread

Publish

er  Value

 Inde

x

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

Automotive

B2B

Consumer Goods

Entertainment

Finance

Healthcare

Retail

Technology

Telecom

Travel

0X 40X 80X 120X 160X

155X

128X

73X

129X

148X

160X

136X

72X

89X

65X

Spread in Publisher Value Index by Vertical

Spread

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

Automotive

B2B

Consumer Goods

Entertainment

Finance

Healthcare

Retail

Technology

Telecom

Travel

0X 40X 80X 120X 160X

155X

128X

73X

129X

148X

160X

136X

72X

89X

65X

Spread in Publisher Value Index by Vertical

Spread

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

Automotive

B2B

Consumer Goods

Entertainment

Finance

Healthcare

Retail

Technology

Telecom

Travel

0X 40X 80X 120X 160X

155X

128X

73X

129X

148X

160X

136X

72X

89X

65X

Spread in Publisher Value Index by Vertical

Spread

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

Automotive

B2B

Consumer Goods

Entertainment

Finance

Healthcare

Retail

Technology

Telecom

Travel

0X 40X 80X 120X 160X

155X

128X

73X

129X

148X

160X

136X

72X

89X

65X

Spread in Publisher Value Index by Vertical

Spread

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

Conclusion:  The  right  publisher  mix  is  the  single  biggest  driver  of  campaign  success