David Savelson, Director of MediaMath Retail, presented at Argyle CMO ThinkTank in Los Angeles, California on April 9th, 2015.

1. v
Realizing Customer-Centric Marketing
with Programmatic Technology
David Savelson, Director Global Retail, MediaMath
Argyle CMO Think Tank, April 9th, 2015

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

3. Relevance Is Key To A Customer-Centric Journey
Prospecting
Awareness, Engagement
Remarketing
Re-engagement, Purchase
Retention
Cross-Sell, Upsell, Loyalty

4. A Customer Journey Has Multiple Touch Points
Customer-centric organization

5. Barriers to Realizing Customer-Centricity

6. Programmatic Enables Customer-Centric Marketing
Audiences
Right Person
Optimization
Right Outcome
Media
Right Time, Place
Messaging
Right Ad
A Holistic Enterprise Marketing Solution Has Four Pillars
It Activates Audience Data, Personalizes Creative, Automates Media Buying, Optimizes to Goals

7. Online Display Buying for Marketers Has Evolved
Enterprise Solution
(“MarTech”)
Ad “Tech”
Sell-Side
Aggregation,
Manual Decisioning
Demand-Side,
Programmatic Decisioning,
Transparent, Holistic
Sell-Side
Transparency,
Manual Decisioning
Demand-Side,
Programmatic Decisioning,
Black Box, Siloed
3rd Party Ad Servers Ad Networks 1.0, 1.5

8. Two-thirds of multichannel programmatic companies will be increasing
their investment in 2015.
Programmatic Usage is Widespread, Increasing
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%
SOURCE: WBR Survey 2015

9. ““ 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
““

10. Programmatic Is Driving Results For Marketers
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%
SOURCE: WBR Survey 2015

11. MediaMath: At A Glance …
Continuous growth through innovation and investment in the long-term vision
 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

12. THANK YOU
David Savelson
Director, Global Retail
facebook.com/mediamath
@MediaMath