Edwin Lee, VP Global Retail, MediaMath presented this deck at the Digiday Brand Summit in April 2015. Edwin spoke about the various options of managing programmatic marketing, and how one size doesn't fit all.

1. A Case Study of the Triumvirate
of Brand, Agency, and Technology Partner
Edwin Lee
VP Global Retail,
MediaMath
Digiday Brand Summit, April 21st, 2015
Organizing for Programmatic Success
@mediamath @dwin1

2. Brands Want More Efficiency
and Accountability
Advertisers are demanding better ROI from
media investments
Automation emerges to meet this demand
Need for tools/technology is critical

3. With More Accountability, Brand
Marketers Are Delivering Results
WBR Q1 Survey
62
70%
60%
50%
40%
30%
20%
10%
0%
%
Drives Direct revenue
Improves our
understanding of
digital ROI
Keeps Marketing
accountable

4. Accountability Is Just
One Benefit of Many
©2015 MEDIAMATH INC. 4
Programmatic manages the new, non-linear consumer
path-to-purchase across all addressable media channels
Key benefits of programmatic:
Activates data
to optimally
connect media,
audience, and
creative
“Cherry-pick”
consumers
across channels
and devices
Increased ability
to track digital
ROI
Optimisation
across the entire
marketing
program
Greater reach
and access to all
digital media
inventory

5. BRAND
TECH
PLATFORM
Manage It Yourself
BRAND
AGENCY
TECH
PLATFORM
Using an Agency and
Their Tech Platform
BRAND
TECH
PLATFORM
Technology Partner
Management
BRAND
AGENCY
TECH
PLATFORM
Agency Partner Management of Tech Platform
4 Models of Organizing for
Programmatic Success
@mediamath @dwin1

6. Case Study: The Triumvirate
©2014 MEDIAMATH INC. 6
MediaMath, SQ1, and the retail client: Better together
One of the
nation’s leading
retailers teamed
up with digital
agency SQ1,
and MediaMath,
to deliver
digital ROI, and
influence overall
business
outcomes.
SUCCESS
The client saw an overall $5:1 ROI for offline sales. Furthermore,
the client saw 74% higher ROI through MediaMath than the same
direct buy campaign, and 38% higher ROI from ad viewability.
OBJECTIVE
The client was reliant on print-based marketing and brick and
mortar sales. They needed to drive incremental in-store sales,
and prove that display had a higher ROI than free standing
print inserts.
SOLUTION
SQ1, together with MediaMath, and the client, demonstrated
how programmatic can drive incremental offline sales by :
 Using MediaMath’s DMP to onboard and activate the clients
1st-party data. The client targeted CRM data (within a tight
radius of retail locations)
 Increasing viewable inventory at scale

7. Thank You!
elee@mediamath.com
facebook.com/mediamath
@mediamath @dwin1