Edwin Lee, Global VP Retail, MediaMath presented this deck at NG Retail, May 2015.

1. v
Realizing Customer-Centric
Marketing in the Digital Age
Edwin Lee, VP Global Retail, MediaMath
NG Retail, May, 2015

2. Continuous Innovation
Continuous growth through innovation and investment in the long-term vision
MediaMath: At a Glance
 Founded in 2007
 600+ employees worldwide
 More than 4,500 active advertisers –
including 55% of the Fortune 100
 Headquartered in New York, with 15 global
locations across 5 continents
 9 global data centers
LATAM Hub
APAC Expansion
(Korea, Singapore Q4)
Mobile/Video v2
Launch Q3
API Rollout + Apps
Akamai ADS
Acquisition
Expanding EBITDA
Australia JV
Berlin JV
Japan JV
FBX (Social)
Tap.me Acquisition
API Beta
Full‐Year
Profitability
EMEA Hub Opened
Private
Marketplace
(Premium Display &
Mobile Web)
#1 DSP by Forrester
TerminalOne v2
SaaS Licensing
Adroit Acquisition
(Dynamic Creative)
10Bn+ Imps/Day
23 Countries
Display,
RTB Launch
201320122011201020092008
Upcast
Acquisition
Tactads
Acquisition
Accelerating growth
in video and mobile
APAC expansion:
Singapore hub, with
Australia and Japan
O&O offices
Clients in 46
countries
2014

3. MediaMath Global Footprint
Offices in 15 locations across 5 continents

4. Retailers Recognize
They Must Build Value
Around the Connected Consumer

5. Customer-Centric Marketing Is A Differentiator
“89% of companies
surveyed plan to
compete primarily
on the basis of the
customer experience
by 2016“

6. Buy in batch (wheat + chaff) Buy what you want (wheat only)
Fixed price, regardless of value Variable bidding, aligned with value
Little/no insight into true drivers Full insights into “what” & “why”
Manual, labor-intensive Fully automated, scalable
Mass messaging regardless of channel User level personalization across
media and device
Programmatic:
The Future of Marketing Is Here

7. Offensively. Owning demand helps Defensively. Others will look to displace
The New World – Programmatic First
ADVERTISER
Programmatic
MOBILE TV DISPLAY SEARCH SOCIAL DOOH ONLINE VIDEO

8. ““ Procter & Gamble wants to
buy 70% to 75% of its U.S. digital
media programmatically
by the end of this year
American Express would
like to transform their Display
Media Channel to become
100% programmatic.
““
These Brands Were Quick to Adopt Programmatic
Financial Services Institution
We’re probably 60%
programmatic, 40%
traditionally planned and
managed today. By the end of
the year it will be about 95%.
““
We’ve [Kellogg’s] seen
tremendous results when
using programmatic buying.
Depending on the brand,
the digital media ROIs have
increased as much as six times
““

9. Two-thirds of multichannel programmatic companies
will be increasing their investment in 2015.
And These Brands Plan To in 2015
Do you plan to increase your
investment in programmatic
marketing in 2015?
 Yes, we will be moving media dollars
into programmatic
 We intend to maintain our current
budget for programmatic
67%
33%

10. Programmatic Outcomes and Goals
How programmatic supports
greater business goals
Drives direct revenue, improves our understanding od digital
ROI, and keeps marketing accountable to bottom line
62%
70%
60%
50%
40%
30%
20%
10%
0%
Top outcomes derived
from programmatic
Improve media
buying
efficiency and
targeting
62%
100%
80%
60%
40%
20%
0%
Improve customer
experience through
relevant messaging
91% 90%
9%
14%

11. Barriers to Adopting Customer-
Centricity

12. What Are The 4 Categories Crucial to
Success in Customer-Centric
Marketing?
✓
✓ ✓

13. They Are:
©2014 MEDIAMATH INC. 13
Audiences
Right Person
Optimization
Right Outcome
Media
Right Time,
Right Place
Messaging
Right Ad

14. A Data-Driven, Actionable View of Your
Audience
UNDERSTAND
 Align offline and online
 Purchase and media data
 Leverage 3rd party data
 Create single view

15. Siloed Data is Sad Data
   
@DWIN1 @MEDIAMATH

16. Connect All Touch Points,
Reach Consumers At Every Stage
Full customer life-cycle,
real-time audience
building and buying
Site Visitors
(Remarketing)
Prospecting
(Lookalikes)
Retention
(Re-engaging)

17. Relevance Down the Path to Purchase

18. Relevance Down the Path to Purchase

19. Relevance Down the Path to Purchase

20. Vary creative based on goals,
vary based on audience,
vary based on market
Sequence message based on
audience location in the
customer life cycle
Gain insight into creative
performance and create a
creative feedback loop
Female
Age: 25
Interests: Fashion
Deliver Personalized Messaging at Every
Point in the Journey

21. Vary creative based on goals,
vary based on audience,
vary based on market
Sequence message based on
audience location in the
customer life cycle
Gain insight into creative
performance and create a
creative feedback loop
Male
Age: 37
Interests: Technology
Enable Dynamic
Creative & Dynamic Ad Serving

22. Across RTB and programmatic premium channels, including
display, video, social, mobile, and emerging channels
Global Supply Scale & Depth
Access to Over
3.6 Trillion
Monthly Global Impressions
Real-Time Bidding
Private Marketplace
Automated Guaranteed
Top-tier Inventory Premium Publishers
Deal DiscoveryVideo
SocialMobile & Tablet
NativeDisplay
Email
Digital Out-of-Home
Programmatic TV

23. Open Auction for RTB
Private Marketplaces (PMP)
Premium Marketplace
Automated GuaranteedPremium
Supply
Program
Where Automated Guaranteed Fits In

24. Optimizing to Goals, not Guesses

25. TRANSPARENT real-time view into media and
audiences purchased, who you reached, what
you sold, on any device.
For Every Dollar You Spend on Media,
You Know the Return
Reveal sales gaps and make your
marketing dollars smarter
PLACEMENT: Site Transparency Report
ALGORITHM PREFERENCES: Brain Visibility