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Programma'c  Everything:  Beyond  the  Open  Auc'on  

Jenn  Vlahavas  

June  9,2015  

Programma'c  Everything  

Case  Study  –  Programma'c  Guaranteed  Na'onal  Mul'-­‐Category  Retailer  

Background  

§  Retailer  invests  heavily  in  programma;c  but  s;ll  spends  a  significant  amount  on  direct  guaranteed  buys  

§  Retailer  touts  a  large  customer  data  set  from  both  online  and  in-­‐store  buyers  and  browsers  

 

Challenges  

§  Maintain  current  partnerships  with  premium  publishers  §  Reach  a  larger  percentage  of  their  exis;ng  customer  base  §  Drive  lower  Return  on  Ad  Spend  

Case  Study  –  Programma'c  Guaranteed  Na'onal  Mul'-­‐Category  Retailer  

What  We  Did  §  Direct,  guaranteed  deals  with  exis;ng  premium  publisher  partners  and  rising  star  units  — Fixed  CPM  — Fixed  Budgets  — Fluid  Timing  

§  Added  decisioning  rules  to  the  buy  to  priori;ze  Retailer  customer  data  across  a  supply  pool  

 

Case  Study  –  Programma'c  Guaranteed  Na'onal  Mul'-­‐Category  Retailer  

RESULTS  

Programma;c  Guaranteed  Direct  delivers  the  following  results  against  a  tradi;onal  direct  buy:  

§  Hits  14x  more  client  shoppers  audience  §  Was  7x  more  efficient  in  serving  impressions  to  client’s  shoppers  

segment      §  Was  6x  more  cost  efficient  §  ROI  was  5x  higher  against  client’s  audience  

ELIMINATE  WASTE,  DRIVE  STRONGER  RESULTS  

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THANK  YOU  Jenn  Vlahavas  

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