MediaPost Brand Insider Summit: D2C November 10-13 2019 Sponsor Presentation

1. Programmatic Mythbusting

2. We’re an independent marketing intelligence company
and we help brands to deliver outcomes through
programmatic media & analytics solutions.

3. It’s intelligence, derived from your marketing data, which drives
outcomes for your business.
So what is Marketing Intelligence

4. THE MYTH: Presenting with a moustache is embarrassing

5. THE TRUTH: It is! But it is for a good cause.

6. THE MYTH: Almost no one here is buying programmatic

8. THE MYTH: “Programmatic” means “Display”

9. The use of software to purchase digital advertising.
Programmatic can apply to anything from display to
digital out-of-home and television.

10. Using computers to buy ads.

11. Efficiency – Programmatic is more efficient, removing the need to negotiate with thousands of
publishers for every campaign
Cost – Removes many of the “middle men” from the process, reducing costs
Reach – Programmatic sources reach the entire internet, on multiple devices and platforms
Targeting – Ability to target specific audiences or purchased data segments nearly anywhere online
Why use Programmatic?

12. What types of inventory are bought programmatically?

13. THE MYTH: Walled Gardens Offer Better Audience Targeting

14. AUDIENCES
BOUGHT
LOCATION TEMPORAL DOMAINS, KEYWORDS &
SEMANTIC CONTENT
DEVICE TYPE MODEL
& MA
OTHER VARIABLES OF
SIGNIFICANCE TO ROI
MACRO SIGNALS
7x more likely to
convert
3x more likely to
convert
6.5x more likely to
convert
30 years old WC2E
From 9:00-18:00
EBAY.CO.UK
AMAZON.CO.UK
SAT& SUN Evening
Italian speaker converts
on PC SKYSCANNER.COM
3x more likely to
convert
7x more likely to
convert
6.5x more likely to
convert +
+
+
THE TRUTH: Programmatic Integrations Put It On Par

15. MYTH: Programmatic Advertising Doesn’t work

16. The Truth: Hearts and Wallets Say it Does

17. The Truth: Hearts and Wallets Say it Does
- 73% of Marketers Say it’s Effective
- Bought Programmatically in Walled Gardens
- Bought Programmatically via DSP’s
- Bought Programmatically via DSP’s
- Migrating to Programmatic
- Migrating to Programmatic

18. THE MYTH: Programmatic Only Delivers Vanity Metrics

19. THE TRUTH: Programmatic Delivers What You Tell It To
Cost Per Store Visit Incremental Lift Unique Subscription
Renewals
High Ticket Value
Sales
In Geo Pizza Sales Car Customizer
Completions
Account Funding CAC/LTV

20. ALGORITHIMS

21. THE MYTH: Programmatic value is only performance

22. THE TRUTH: Programmatic Exhaust Is Equally Valuable As Performance
-
MICRO MACRO ACTION
In-View
3s
Human User
DEVICE IP
Office,
Citi.com
Zip
Code
20500
HHI=
$150,000+
Equinox
(Gym-
goer)
LOCATION
GPS
CONTEXT
Brand
Safe
Cross-Device ID
98236393
iPhone X
Wi-Fi
Connection
ISP:
Verizon
Chrome/
Mac
QUALITY
URL=
Election
Forbes.com
Searched
“BMW
3-Series”
Male
Extrovert
Fashion
Enthusiast
Sunny,
77F
$ up vs
GPB
Calvin Klein
TV ad airing
Positive Social
Sentiment
around
Fashion
Football
match
featuring
fashionista
star
Sale:
Suit
$699
AD IMPRESSION
Exchange
Publisher
Seller
Timestamp
User ID
….
ACTION
MiQ GUARD
AUDIENCE
MiQ PRODUCTS:
Capture
Elevate

23. 13.3%
9%
NOT IN MARKET
ADVANCE PLANNERS
DIY RENOVATERS
PROFESSIONAL DESIGNERS
11%
12%
This Unlocks Insight through Data Science

24. THE MYTH: Programmatic is Dangerous for Brands

25. MiQ couples our partners best in-
market viewability technologies
with AiQ’s proprietary
performance indexing to ensure a
brand safe environment.
Our log-level integration with IAS,
enable us to reach your campaign
in-view rate, while providing
efficient pricing.
PRE-BID
Whitelists & Blacklists
POST-BID
Firewall
PRE-BID
Dynamic
PRE-BID
Fraud Removal
HIGH QUALITY
HIGH PERFORMING
IMPRESSIONS
THE TRUTH: You have control over safety

26. THE MYTH: The Tree on the South Carolina
State Flag is a Palm Tree

27. THE TRUTH: It’s a Palmetto Tree… and it
saved us from the British