Shakes & Rattles How advances in performance buying are showing the weaknesses in the talent acquisition ecosystem Laura Shanon, VP Analytics & Monetization, StartWire Amanda Shanon, VP Client Service, Ripple Media 2017 TA Tech Programmatic Summit Minneapolis, MN | June 1st, 2017

Introductions 2

Head of client success and the Trading Desk. Amanda Shanon Little Sister 13 years at recruitment ad agencies focusing on account management and building out Programmatic. Ripple focusing on Programmatic Media Buying for agencies, staffing companies, and job boards. Head of client success and the Trading Desk. 2

Laura Shanon Big Sister Sixteen years in Digital @ Hodes Started and built the Digital Media and Analytics teams One year at StartWire focused on better monetization & improving client performance 3

A Little Background 2

Adoption of Programmatic “U.S. Programmatic Digital Display Ad Spend,” eMarketer, April 2017 Appcast Estimated Projections, April, 2016

How did Programmatic take over Consumer Marketing? The Old Way The Programmatic Way Direct Buys Separate Reporting Committed Budgets Significant Waste – reach all to reach some Publisher Overlap VS Demand & Supply Platforms Audience Based Performance Based Intelligent, algorithmic buying Integration Data 5

Are We There Yet? 2

How Should Programmatic Benefit Us? Buyer Seller Ease of transaction Decrease Cost per Hire Reduce Waste Improve Quality Provide Flexibility Target the Job Seeker Leverage Data Ease of transaction Increase monetization Improve job seeker satisfaction & success Increase job volume Increase revenue channels

What’s Missing? Supply/Sell Side Software Deep Integration across the industry Ability to control buying at the point of delivery Data, Data, Data We as an industry have access to some of the best data out there Targeting

What Exciting Tools Could We Have? Separate data and inventory – Publishers can sell data across the network Buyers can layer data on top of underperforming inventory Ability to choose different placements Day parting/Frequency control Look-a-like targeting More complete attribution reporting 8

Where Are We Now? 2

How Are We Leveraging Programmatic Job Ads? The Old Way The Programmatic Way Advertisers called a select few job sites and paid for postings or clicks to ads based on a presumed audience. Machines and Trading Desks bid in real time on from ad networks of thousands of job sites. VS Direct Buys Separate Reporting Committed Budgets Significant Waste Publisher Overlap One Buy for all Media in Network Performance/Rule Based Flexible budgets Improved Performance Less Waste 10

How Programmatic Exchanges Help Employer Publisher Ease of Transaction Increase Monetization Improve Jobseeker Satisfaction Improve Employer Satisfaction Increase Job Volume Ease of Transaction Decrease CPH Reduce Waste Improve Quality Provide Flexibility 7

Are We There Yet? 2

Not Quite Email Job Alerts Can Have 30-Day Tails XML Feed is an Antiquated, Non-Real-Time Delivery Method Latency Everyone is Buying from One Another and Repackaging Too Many Hops for the Buyer and Jobseeker Traffic Recycling IOs vs. Open Budgets Use of DSP as an Optimization Tool vs. a Buying Tool Varying Buying Methodologies Quality Issues of Bot Clicks and Duplicates Follow Consumer Standards or Create New Standards? Billable Clicks Counted Differently Varying Selling Standards

Solutions 2

The Future of Programmatic Standardization One Definition of a “Billable Click” Latency - How long after the the ad has been sent out can we receive Billable Traffic Demand-Side + Supply-Side Tools Includes defined Industry standards Allows easier integration between buyer and seller Quality See “full picture” and use data to make better decisions “Real Time” Tracking lets the Trader optimize smarter

Example of How Ripple is Solving Buyers Providing demand-side solutions, standards, and insights to our clients: Building global open ad networks of publishers by industry and location to improve breadth of targeting capabilities while increasing source transparency Education to help promote deep integration across the industry Learning from data to create smarter automatic optimization Sellers Providing supply-side solutions, standards, and insights to our publisher partners: Ability to combine and “slice-and-dice” feeds APIs and dashboards to share job content and conversion data Proven standards from the consumer realm on update times, billable clicks, and latency 8