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Realizing Customer-Centric Marketingwith Programmatic Technology

David Savelson, Director Global Retail, MediaMath

Argyle CMO Think Tank, April 9th, 2015

Customer-Centric Marketing Is A Differentiator

“89% of companies surveyed plan to compete primarilyon the basis of the customer experience by 2016“

Relevance Is Key To A Customer-Centric Journey

Prospecting

Awareness, Engagement

RemarketingRe-engagement, Purchase

RetentionCross-Sell, Upsell, Loyalty

A Customer Journey Has Multiple Touch Points

Customer-centric organization

Barriers to Realizing Customer-Centricity

Programmatic Enables Customer-Centric Marketing

AudiencesRight Person

OptimizationRight Outcome

MediaRight Time, Place

MessagingRight Ad

A Holistic Enterprise Marketing Solution Has Four Pillars

It Activates Audience Data, Personalizes Creative, Automates Media Buying, Optimizes to Goals

Online Display Buying for Marketers Has Evolved

Enterprise Solution(“MarTech”)

Ad “Tech”

Sell-SideAggregation,

Manual Decisioning

Demand-Side,Programmatic Decisioning,

Transparent, Holistic

Sell-SideTransparency,

Manual Decisioning

Demand-Side, Programmatic Decisioning,

Black Box, Siloed

3rd Party Ad Servers Ad Networks 1.0, 1.5

Two-thirds of multichannel programmatic companies will be increasing their investment in 2015.

Programmatic Usage is Widespread, Increasing

Do you plan to increase your investment in programmatic marketing in 2015?

Yes, we will be moving media dollarsinto programmatic

We intend to maintain our current budget for programmatic

67%

33%

SOURCE: WBR Survey 2015

““ Procter & Gamble wants tobuy 70% to 75% of its U.S. digital media programmaticallyby the end of this year

American Express wouldlike to transform their Display Media Channel to become100% programmatic.

““

These Brands Were Quick To Adopt Programmatic

Financial Services Institution

We’re probably 60% programmatic, 40% traditionally planned and managed today. By the end of the year it will be about 95%.

““We’ve [Kellogg’s] seen tremendous results whenusing programmatic buying. Depending on the brand,the digital media ROIs have increased as much as six times

““

Programmatic Is Driving Results For Marketers

How programmatic supports greater business goals

Drives direct revenue, improves our understanding od digital ROI, and keeps marketing accountable to bottom line

62%

70%

60%

50%

40%

30%

20%

10%

0%

Top outcomes derivedfrom programmatic

Improve media buying

efficiency and targeting

62%

100%

80%

60%

40%

20%

0%Improve customer

experience through relevant messaging

91% 90%

9%14%

SOURCE: WBR Survey 2015

MediaMath: At A Glance …Continuous growth through innovation and investment in the long-term vision

Founded in 2007

600+ employees worldwide

More than 4,500 active advertisers –including 55% of the Fortune 100

Headquartered in New York, with 15 global locations across 5 continents

9 global data centers

LATAM Hub

APAC Expansion (Korea, Singapore Q4)

Mobile/Video v2 Launch Q3

API Rollout + Apps

Akamai ADS Acquisition

Expanding EBITDA

Australia JV Berlin JV Japan JV

FBX (Social)

Tap.me Acquisition

API Beta

Full‐Year Profitability

EMEA Hub Opened

Private Marketplace

(Premium Display & Mobile Web)

#1 DSP by Forrester

TerminalOne v2

SaaS Licensing

Adroit Acquisition(Dynamic Creative)

10Bn+ Imps/Day

23 CountriesDisplay,

RTB Launch

201320122011201020092008

Upcast

Acquisition

Tactads

Acquisition

Accelerating growth

in video and mobile

APAC expansion:

Singapore hub, with

Australia and Japan

O&O offices

Clients in 46

countries

2014

THANK YOUDavid Savelson

Director, Global Retail

facebook.com/mediamath

@MediaMath