242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Targeting Advertiser Site Visitors Limor Nadav-Greenberg| Solution Specialist January 2011 Retargeting

242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Have you had clients who used Déjà vu? How many?

242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved ▸ What is Retargeting ▸ How it works technically ▸ How to set it up ▸ Which tags to create and how ▸ Q&A ▸ Hands on Agenda

242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Typical Use Case Great Laptops.com sells computers online. They plan to run a campaign with MM and the campaign’s goal is to retarget users that visited their site, but left without making a purchase. The advertiser wants to serve those users ads with deals on products that match their interests. Can they do that?

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting ▸ Allows advertisers to target visitors of their site ▸ With specific ads ▸ That match their interest How does this work?

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Process

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Process 1.A user visits the advertiser's site, which has a retargeting tag implemented on it.

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Process 1.A user visits the advertiser's site. 2.A value is inserted into MM cookie on the user's computer, indicating the page he visited. Tag XXX = yyy

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Process 1.A user visits the advertiser's site. 2.A value is inserted into MM cookie on the user's computer, indicating the page he visited. 3.The user visits other sites which the advertiser bought media from.

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Process 1.A user visits the advertiser's site. 2.A value is inserted into MM cookie on the user's computer, indicating the page he visited. 3.The user visits other sites which the advertiser bought media from. 4.The user's cookie is sent to MM from the publisher with the request to serve an ad.

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Process 1.A user visits the advertiser's site. 2.A value is inserted into MM cookie on the user's computer, indicating the page he visited. 3.The user visits other sites which the advertiser bought media from. 4.The user's cookie is sent to MM from the publisher with the request to serve an ad. 5.MM sends back an ad that matches the user's interests.

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Set Up All you need to do is: Create retargeting tags Implement the tags on the advertiser's pages Set up the target audience Match the right set of ads with the relevant audience Easy money on returning customers

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Tags 3 Options Generic tag Tag with Values  Provides Exist/Absent indication.  Up to 32 tags.  Allows to assign different values to the same tag (increase the number of products we can tag to 32x50).  But only the last value is available for each tag! Dynamic tag  Available to SVP clients only.  Allows to use a single tag and place it on all pages. Will be covered in the SVP session

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Tags Set Up Advertiser  Tags  Retargeting 1

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Tags Set Up  Up to 32 tags  Up to 50 values in each tag Create a new tag (assigning values – optional) 1 If a user does not assign values – the tag will be served to indicate whether or not a user has visited a certain page or performed a certain action.

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Tags Set Up Create a new tag (assigning values – optional) 1 GreatLaptops.com created a general tag that will be placed on the purchase page and will allow for knowing whether users have completed a purchase or not.

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Tags Set Up Create a new tag (assigning values – optional) 1 GreatLaptops.com can either create a tag per product, or enter values in a single tag (as illustrated here), which will represent the different products. Good utilization of a single tag, but note that only the last value of each tag is kept.

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Tags Set Up Create a new tag (assigning values – optional) 1 GreatLaptops.com chose to use tag with values for the different laptop models.

© 2010 MediaMind Technologies Inc. | All rights reserved Tags implementation Generate the code and send it to the advertiser 2 Note: when general tags are used – users will no longer have to replace the variable with the value 1 – the code already contain the right value.

© 2010 MediaMind Technologies Inc. | All rights reserved // In the code below, you will find a LaptopModel’s parameter. // The LaptopModelID parameter is to be dynamically // set to reflect the retargeting tag "LaptopModel" value relevant to the user. // when served, please replace the token in the tag with the actual value ID // Set the parameter to 0 to reflect the value: [Laptop c] // Set the parameter to 1 to reflect the value: [Laptop B] // Set the parameter to 2 to reflect the value: [Laptop A] // The retargeting Tags should be placed at the top of the section of the HTML page. Script part var LaptopModelID ='[LaptopModelID]'; No script part Tags implementation Generate the code and send it to the advertiser 2 When multiple values are used – the user will have to replace the parameter with the right value for each page (product).

© 2010 MediaMind Technologies Inc. | All rights reserved Tags implementation You can check whether implementation is correct by: 1. Turning test mode on through: 2. Do the activity on the advertiser site, then check the pop up window that appears… 44pt Bold 2

© 2010 MediaMind Technologies Inc. | All rights reserved Target Audience Set Up Set up Target Audience 3 You can add up to five conditions using AND/Or rules. AND is stronger than OR, meaning that it will be done first. You can think of it as adding parenthesis before and after terms that have AND between them: a AND b OR c AND d = (a AND b) or (c AND d). You can add up to five conditions using AND/Or rules. AND is stronger than OR, meaning that it will be done first. You can think of it as adding parenthesis before and after terms that have AND between them: a AND b OR c AND d = (a AND b) or (c AND d).

© 2010 MediaMind Technologies Inc. | All rights reserved Match Ads with Audience Assign relevant ads to each target audience 4

© 2010 MediaMind Technologies Inc. | All rights reserved Job is complete!

© 2010 MediaMind Technologies Inc. | All rights reserved Backward compatibility  All data from ACM will be migrated to MM Upgrade:  Dejavu tags  Retargeting tags  Target groups  Target Audiences

© 2010 MediaMind Technologies Inc. | All rights reserved Which tags to create? ▸ Example: a car manufacturer (Toyota) wants to target according to the different vehicle models (Yaris, Corolla…), and type of vehicle (cars, trucks…) ▸ How would you set up the tags?

© 2010 MediaMind Technologies Inc. | All rights reserved Remember… ▸ The maximum number of retargeting tags you can create for an advertiser is 32 ▸ The maximum number of values you can assign to a retargeting tag is 50 ▸ Only the latest value is saved per tag ▸ And…you can have up to 5 rules (4 And/Or operations) per target audience.

© 2010 MediaMind Technologies Inc. | All rights reserved Possible choices: Option 1: One tag with all models and types as values ▸ Tag name: Car model ▸ Values: Yaris, Corolla, Rav4… Advantage: o Good utilization of a single tag But… o How many models are there? More than 50 – then cannot implement this way o Only the last value is kept –if the user saw different car models – we will only know about the last one

© 2010 MediaMind Technologies Inc. | All rights reserved Possible choices: Option 2: Tag per each model Tag name: Yaris Tag name: Corolla … Advantage: o You always know if the user visited a certain page But… o What do you do if there are more than 32 products? o Depending on the number of models – you may have used all the tags for this advertiser, and cannot add new ones….

© 2010 MediaMind Technologies Inc. | All rights reserved Possible choices: Option 3: Tag per each group, inside the group, use values for different items: ▸ Tag name: Family Cars Values: Yaris, Corolla… ▸ Tag name: SUVs and Vans Values: Rav4,… Advantage: o Can cover more possibilities than either of the previous options But… o Only the last value of each group is available o What if a single group has more than 50 values?

© 2010 MediaMind Technologies Inc. | All rights reserved Q&A

© 2010 MediaMind Technologies Inc. | All rights reserved Hands On

© 2010 MediaMind Technologies Inc. | All rights reserved End of Part 1 Time for a Break

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting Set Up Dynamic tags  Available to SVP clients only  Unlimited number of Dynamic Tags per advertiser This will be covered in detail in the SVP presentation.