1. 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

2. Introductions 2

3. 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

4. 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

5. A Little Background 2

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

7. 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

8. Are We There Yet? 2

9. 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

10. 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

11. 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

12. Where Are We Now? 2

13. 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

14. 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

15. Are We There Yet? 2

16. 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

17. Solutions 2

18. 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

19. 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