Presenter: Matt Spiegel – SVP, GM Americas, MediaMath

Programmatic Practices: The Future is Now

© 2013 MediaMath, Inc. All rights reserved. Confidential.

Let’s start with some questions….

© 2013 MediaMath, Inc. All rights reserved. Confidential.3

"The use of technology to automate processes and the use of math to improve results.It is the future of marketing, available now.”- Joe Zawadzki, CEO, MediaMath

© 2013 MediaMath, Inc. All rights reserved. Confidential.4

Almost Everyone Is Using Programmatic

Sources: Winterberry Group, Programmatic Everywhere, November 2013, N=263

Current state

85%

are doing so aggressively

Future state

Advertisers who expect to engage in programmatic marketing approaches in next

two years

Advertisers currently deploying real-time bidding strategies today

64%

92%

© 2013 MediaMath, Inc. All rights reserved. Confidential.5

Taking a dual approach

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Its Not Only About DR For Retailers Using Programmatic

55% of advertisers say they are using

programmatic to “effectively

engage” target audiences*

Retail advertisers

Agencies acting on behalf of retailers

61%

77%

Sources: *Winterberry Group, Programmatic Everywhere, November 2013, N=263; ** Digiday/MediaMath Retail Study, November 2013, n=184

41%

30%

Using programmatic for DR (remarketing and prospecting)**

Direct Response Branding/Awareness

Retail advertisers

Agencies acting on behalf of retailers

Using programmatic for branding/ awareness strategies**

© 2013 MediaMath, Inc. All rights reserved. Confidential.7

Most Leverage What They (and Others) Know

Leveraging 3rd Party Dataas a part of their programmatic approaches today

Retail Advertisers**

Agencies**acting on behalf of retailers

Advertisers*

66%64%

72%

Leveraging 1st Party Dataas a part of their programmatic approaches today

Retail Advertisers**

Agencies**acting on behalf of retailers

Advertisers*

78% 80%94%

Sources: *Winterberry Group, Programmatic Everywhere, November 2013, N=263; ** Digiday/MediaMath Retail Study, November 2013, n=184

© 2013 MediaMath, Inc. All rights reserved. Confidential.8

Transparency Is a Currency Still Becoming Understood

Agencies Advertisers

22%

Source: Digiday/MediaMath Retail Study, November 2013, n=184Q: Which of the following KPIs do you prefer most when evaluating the effectiveness of a programmatic ad campaign?

33%

16%

Cost Transparency Site Transparency

25%

Agencies Advertisers

Agree it is a key KPI in evaluating the effectiveness of a programmatic ad campaign

Agree it is a key KPI in evaluating the effectiveness of a programmatic ad campaign

© 2013 MediaMath, Inc. All rights reserved. Confidential.9

Programmatic Growth Shows No Signs Of Slowing

plan to

83% 82%

Budgets for 2014 are expected to grow for programmatic

Direct retail advertisers

Agencies

69%better integrate their online and offline marketing data

will56%Invest in more third party data

Source: Digiday/MediaMath Retail Study, November 2013, n=184

© 2013 MediaMath, Inc. All rights reserved. Confidential.10

Engaging customers in a holistic way

Marketers’

own data

Market

insights

Aggregate

and connect

for

advanced decisioning