The document discusses how partnering with technology companies can help address talent gaps in marketing and provide skills like advanced analytics, optimization, and audience management. It provides examples of how collaborations between brands, agencies, and technology partners helped clients improve key metrics like ROI, revenue, conversions, and budget savings through strategies like advanced optimization, activating first-party data, supply chain engineering, and integrating paid and owned media. The document advocates that the solution is collaboration rather than replacing people with machines, and that partnerships can provide marketing teams with needed skills and support.

1. PREPARED FOR:
Machines Won’t Take Our Jobs
How Partnering Equals Programmatic Success
PRESENTER:
Peter Davies
VP Client Solutions, North America

2. Current Challenges
in Marketing
• Talent gap: 1 million jobs in tech to
go unfulfilled by 2020*
• 78% of marketers say their in-house
team is weak in at least one area**
• Most desired skills currently lacking
in digital advertising are:
" Analytics
" Advanced Trading & Optimization
" Supply Chain Engineering
" Social & Mobile Marketing
* US Department of Labor
**Online Marketing Institute
©2015 MEDIAMATH INC. 2

3. It’s Not About
Replacing People
with Machines
• It’s about more than trading your media
via RTB
• Market is made up of 1000’s of smaller
auctions, and private auctions – access
is not created equal
• Relationships, negotiations,
integrations required
• The solution isn’t only machines
©2015 MEDIAMATH INC. 3

4. Collaboration
through Partnering
• The key is finding the right partnership
model, whether it’s agencies or tech
providers or both
• Think:
" Advanced Optimization
" Audience management
" Supply chain engineering
" Mar tech and ad tech
©2015 MEDIAMATH INC. 4

5. Advanced Optimization:
Driving ROI through Collaborative Optimization
Top 5 North American
Retailer
Does your campaign setup
and overall strategy drive the
best ROI?
A move from self-service to managed
service with our Programmatic Strategy &
Optimization team drove these results for a
national retail chain:
• 17.5x in programmatic investment
• 10x revenue
• 2x post-click conversions
©2015 MEDIAMATH INC. 5

6. Are you getting the most out
of your 1st-party data so you
can activate it across channels
to drive real business
outcomes?
Brand + agency + tech partnership helped Sq1
and their retail client better onboard and activate
first-party data:
• $5:1 ROI for offline sales
• 74% higher ROI from MM vs. same direct
buy campaign
• 38% higher ROI from ad viewability/ad
fraud optimization
• 13% total budget savings
Audience Management:
Activating 1st - Party Data at Scale with the Triumvirate
©2015 MEDIAMATH INC. 6

7. Do you have the right
supply strategy to align
with your goals?
Utilizing MediaMath’s exclusive programmatic
guaranteed direct, a national retail chain was
able to drive:
• 3x higher ROI for programmatic direct
overall
• 7x more efficient in reaching shoppers
• 16x higher ROI when executed against
retailer’s most responsive audience
Supply Chain Engineering:
Planning the Right Supply Sources to Reach Customers
©2015 MEDIAMATH INC. 7

8. Do you have the right
support in place to build
your best marketing tech
stack and leverage the best-
in-class partnerships needed
to achieve business
outcomes?
60% higher conversion rates by extending
email-based audiences into paid channels
Mar Tech & Ad Tech:
Marrying Paid + Owned Media for Unified Messaging
©2015 MEDIAMATH INC. 8

9. Skills Required
Regardless of how
you’re engaged,
internal or external,
agency or in-house,
here are the types of
roles and skills
collaboration can
add to your digital
marketing efforts:
Supply
Chain
Engineers
Technical
Leads
Advanced
Optimization
Traders
Analytics &
Insights
Specialists
Audience
Management
©2015 MEDIAMATH INC. 9

10. Thank You!
pdavies@mediamath.com
facebook.com/mediamath
@mediamath