The Programmatic Marketing Revolution is Here! Sacha Berlik General Manager,

The Digital Lifestyle is Transforming Consumer

© 2012 DataXu, Inc. All rights reserved. | 3 Title and One Column Text Changing the Way We Buy

From Work to Play: Auto Intenders Are Cross-Device Users

Financial Services: Consumers Make Transactions Across Devices 5 iPad Mini

Retail: Consumers Shop on Every Device

Consumer Behavior is Creating Big

© DataXu, Inc. Privileged & Confidential 8 From Transactional to Behavioral Data

From Static to Dynamic

1.8 ZB In ZB In 2015 From Little to Big

Big Data Creates a New Opportunity for Marketers

Big Data is Transforming

 Omni-channel  Programmatic  Auctions for ads on exchanges  Data deluge  Real-time decisions  Science  Transparent Ad Industry Undergoing Discontinuous Change  TV, radio, print  Manual  Layers of media middle men  Data scarce  Batch-mode decisions  Faith  Opaque Mad Men Math Men

Values Are Changing for Marketers High Value Engagement Personalization Conveying Your Brand as a Service Low Value Advertising

New Approach Required Big Data Enables You to Market Smarter … …Programmatic Marketing

What is Programmatic

Use of data and analytics to deliver an optimal consumer experience Every interaction is measured and tailored to the individual consumer In real-time…at the speed of

Content Category News Family & Parenting LawGovt & Politics Arts & Entertainment Travel Technology & Computing User Generated Content Hobbies & Interests Real Estate What are the demos and interests of my best customers? Max “Add to Cart” rate Median “Add to Cart” rate Min “Add to Cart” rate Infants (0- 2) Single Separated > $100K $50-$75K $75K-$100K Income Children Female No Children Toddlers (2- 5) Male $20-$50K Tweens/Teena gers (10-19) Children (5-10) Married 65+ Gender Age Marital Status Business Society Science Education Food & Drink Shopping Health & Fitness <$20

Are consumers that click really my best customers? Click Rate Less than $20K $20K-$30K $30K-$40K $40K-$50K $76K-$100K $50K-$60K $100K-$150K $150K-$250K Over $500K $250K-$500K Purchase Rate Over $500K $250K-$500K $150K-$250K $100K-$150K $76K-$100K $40K-$50K $50K-$60K $30K-$40K Less than $20K

 Efficiency –Elimination of wasteful media spend –Automation of manual work  Effectiveness –Personalize the creative message –Identify and focus on highest value segments  Consumer Insights –Detailed behavioral data in real-time What are the Key Benefits for

Case Study: Marketer Using Programmatic Marketing to

Consumer Credit Cards: Find and Capture Micro-Consumer Segments Challenge Reach prospects outside its established demographic for a new line of savings products, and quickly move them down the funnel – from awareness to conversion Approach Discover new audiences likely to be interested in new offerings, and use retargeting to drive conversions Results Increased ROAS by 46% and outperformed CPA goal by 40%, while reaching over 78 million consumers Discovered that urban consumers were most responsive during daylight hours on Tuesday, but converted on Sunday evenings Affluent consumers were more likely to respond during daylight

What’s Coming Next?

Thank you! Sacha Berlik General Manager,