An Inside Look IAB Canada RTB X-Series May 30, 2013

THE INDEPENDENT

PROGRAMMATIC

TRADING SPECIALISTS

We have a platform agnostic approach working

across all of the exchanges, technology and

data providers in market to find the best

performing pools of inventory for our clients

Our applied science approach to advertising is

overseen by one of the most experienced

teams in market with the highest staff to

campaign ratio at an operational level

FACEBOOK EXCHANGE ALLOWS ADVERTISERS TO TARGET AUDIENCES BASED ON EXTERNAL DATA

FACEBOOK EXCHANGE

For the first time in its history Facebook has allowed limited partners to buy audiences within the FB

environment.

BENEFITS

• Track view-based conversions for the first time in FB through impression tracking

URLs

• Re-Message to advertiser’s own audience data in the FB Marketplace

• Drive users either to advertiser’s website/promo page or FB branded page

• Highly efficient eCPMs for extremely relevant audience within a social environment

FBX Integration

PLATFORM eCPA

Invite RET $18.12

TradeDesk RET $9.70

FBX RET $3.20

RETARGETING IN ACTION

eCPA efficiency over

other retargeting

platforms

>3x

Based on Finance client Canadian campaign Q1 2013

RETARGETING IN COMPARISON

Based on Finance client Canadian campaign 12Q4-13Q1

TACTIC TAG eCPC

CASALEX_20121019_CA Casale $2.39

CHANNEL_20121010_CA Channel $2.00

CONTEXTUAL_20121010_CA Contextual $3.76

FBX_20121207_CA Facebookv1_Tracking $1.75

LOOKALIKE_20121108_CA Look-a-Like $3.92

RET_APPPAGE_20130107_CA Retargeting_application page $2.52

RET_LP_20130107_CA Retargeting_landing page $2.44

OLIVE_20121108_CA Olive $1.52

ROE_20121010_CA ROE $1.20

$2.07

CUSTOMISED CUSTOMER JOURNEY

At the Exchange Lab we work in partnership with our clients to reach and engage customers at one or

all stages of the customer’s decision making process

CUSTOMISED TACTICS

Behavioural Targeting

Contextual Targeting

Premium

Reach

Demographic

Re-Targeting

Geo Location

Search

Recency

Viewability

Creative Format

Site List

Device

Frequency

Awareness Viewability

Dwell Time

Brand Recall

Video & Mobile

Evaluation Message Relevance

User Response

CTR

Conversion Sales

Increased Basket

Repeat Business

IT’S ALL ABOUT THE

DATA TO POWER

SMARTER BIDDING

THE EXCHANGE LAB MODEL

As programmatic trading specialist, we have a unique ‘platform agnostic’ approach allowing us to

optimize key DSP’s, SSP’s and online ad exchanges across display, video and mobile through our

proprietary DATALAB technology

Nik Djukic Account Executive

T: 416-944-0800 nik@theexchangelab.ca The Exchange Lab 119 Spadina Avenue Toronto, Ontario M5V 2L1

THE EXCHANGE LAB FORMULA FOR SUCCESS

CUSTOMISED CAMPAIGN INSIGHTS + HISTORICAL DATA + REAL TIME OPTIMISATION

Thierry Bazay General Manager

T: 416-944-0800 Thierry@theexchangelab.ca The Exchange Lab 119 Spadina Avenue Toronto, Ontario M5V 2L1