Smart Trading

© 2011 MediaMind Technologies Inc. | All rights reserved

Ross McNab | Director of Sales and Business DevelopmentApril 2011

Smart Trading

© 2011 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved

An intro toAd Exchanges


The Exchange Ecosytem

Exchanges Publishers AudienceDSPsAdvertiser

http://images.google.com/imgres?imgurl=http://www.invitemedia.com/images/stock_logo/invite_logo_white_hi.png&imgrefurl=http://www.invitemedia.com/news/materials.shtml&usg=__lKsxBJf1Hb3x7So_SEb3Lh6t3F8=&h=593&w=1993&sz=31&hl=en&start=7&um=1&tbnid=LNjbSF-8BeasyM:&tbnh=45&tbnw=150&prev=/images?q=Invite+Media&hl=en&rlz=1T4GGLJ_en&sa=N&um=1

http://images.google.com/imgres?imgurl=http://www.crunchbase.com/assets/images/resized/0002/9443/29443v2-max-250x250.png&imgrefurl=http://www.crunchbase.com/company/mediamath&usg=__4kBexdoKiY72oO32CYkIH6dZMY8=&h=159&w=250&sz=4&hl=en&start=8&um=1&tbnid=j1MS5Zxu443jVM:&tbnh=71&tbnw=111&prev=/images?q=mediamath&hl=en&rlz=1T4GGLJ_en&sa=N&um=1

http://images.google.com/imgres?imgurl=http://dxlogos1.s3.amazonaws.com/dataxulogo2-medium.png&imgrefurl=http://techgeist.net/tag/advertising/&usg=__fVcVetYwPeTsdQLjj5mq723ZaTg=&h=67&w=200&sz=10&hl=en&start=2&um=1&tbnid=UTTGJbvKm9G2CM:&tbnh=35&tbnw=104&prev=/images?q=Dataxu&hl=en&rlz=1T4GGLJ_en&sa=N&um=1

http://images.google.com/imgres?imgurl=http://dxlogos1.s3.amazonaws.com/dataxulogo2-medium.png&imgrefurl=http://techgeist.net/tag/advertising/&usg=__fVcVetYwPeTsdQLjj5mq723ZaTg=&h=67&w=200&sz=10&hl=en&start=2&um=1&tbnid=UTTGJbvKm9G2CM:&tbnh=35&tbnw=104&prev=/images?q=Dataxu&hl=en&rlz=1T4GGLJ_en&sa=N&um=1


How media is bought on the exchanges▸ It works on a auction based model (similar to ebay). Each party makes their

bid, the highest bid wins, and pays $0.01 more than the next highest bidder

• Example – Which bid will win the impression?

Winning Bid

Bid

Bid Amount #1

Bid Amount #2

Bid Amount #3

Price Paid

$0.50

$0.65

$0.80

$0.66


Audience instead of Media


Buying Process is Inefficient


Reduce Intermediaries


Achieve CPC or CPA targets


Peer Pressure


The Shift is Underway

▸11.3% of display budgets shifting to Trading in 2011

© 2011 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved

Smart Tradingon Ad Exchanges


Smart Trading’s value proposition

▸ MediaMind runs a managed service solution.

▸ Pass media on at cost, plus service fee. No hidden margin from MediaMind.

▸ Agency chooses their margin.

▸ Minimal investment for maximum return.


Why Smart Trading

1. Powered by trading specialists

2. Consolidated within MediaMind

3. Eliminate cross-bidding

4. Pricing transparency



Ad serving data is used

for retargeting

No additional tagging needed

Results from Exchange based

buys within existing reports

Consolidate in MediaMind

▸ No additional tagging necessary

▸ Ads are all uploaded and served through your normal process

▸ Use existing reports

▸ Include within attribution

▸ Limits discrepancies

▸ Makes use of existing tag infrastructure

▸ Quicker set-up and deployment

▸ Only have advertiser focused tags


MediaMind eliminates cross-bidding

▸ Networks target the same users on an exchange▸ A centralized platform eliminates 'cross-bidding' &

allows the buyer to control frequency

Network 3$1.00 $0.76

Network 1$0.50

Network 2$0.75

Vendor 3 $1.00

Vendor 1 $0.50

Vendor 2 $0.75

Bid Paid

$0.50 $0.50MediaMind

$0.76


Get the most value out of every media $

Other Solutions Smart Trading

Budget $100k $100k

$5CPM Bid $5

Media Cost to Client $4.50 $2.40

Benefit of using MediaMind $40k

# of Impressions Delivered 22m 42m

$2Actual Media Cost $2

Actual Media Value $44k $84k


Smart Trading

Site visitors Rich media dwell Ad exposure

Re-targeting

Age, gender, geo, income, socio

Interests or intentUS only currently

Audience

CPA goal CPC goal

Performance

All offerings deployed against media exchanges in real-time


76%lowerCPM

60%lowerCPC

50%lowerCPA

Smart Trading performance comparison

▸ Smart Trading has proven to out-perform campaign average CPMs, CPCs, and CPAs.


Safety and Smart Trading

1. Inventory audited into 4 classes. Class 1 individually inspected & guaranteed as completely safe.

2. Employ a custom domain group for each client to include/exclude specific sites.

3. Use semantic analysis of the page content to engage page filtering to target away from content that is negative to brand.


Next Steps

1. Include us on your next brief

2. We’ll return with a trading recommendation

3. Approve budget, provide creative, start optimizing

www.mediamind.com


[email protected]+1 917 767 0111

@mediamind_chat

@creative_zone

http://creativezone.eyeblaster.com/

Smart Trading

Documents

mediamind technologies

rights reserved4 audience

rights reservedthere

rights reservedagencies

rights reservedshift

rights reservedfinally

rights reservedand

rights reserved3how