What can we learn by sharing basic programmatic media shopping skills? Two programmatic veterans compare and contrast their internal processes for organizing ad groups, devising testing and optimization protocols. How do different organizations execute their buys, and what can they learn from one another?

1. Privileged & Confidential
Programmatic at TechStyle:
What Do We Value?
Jarod May: Global Fashion Brands + Media Chief of Staff, Head of Programmatic
August 23rd, 2019: Olympic Valley, CA

2. Confidential 2
Agenda
• What is TechStyle Fashion Group?
• What is TechStyle’s Programmatic goal?
• Two evaluating factors?
• Programmatic launch strategy?
• Reminder: Programmatic is complex

3. Confidential 3
TechStyle Fashion Group?
A. Clothes are designed digitally?
B. Pics of technology on clothes?
C. Various Fashion Brands, E-Commerce?
D. All of the above!

4. Confidential 4
TechStyle Fashion Group?
C. Various Fashion Brands, E-Commerce?

5. Confidential 5
TechStyle Fashion Group?
Founded in 2010. 5 Separate, E-Commerce Subscriptions.
Sold in 10+ Countries

6. Confidential 6
TechStyle Fashion Group?
5 Million Monthly
Members
Shoes + Apparel
$1 Billion in Sales
(2020)

7. Confidential 7
What about the
TechStyle
Media + Acquisition
Team structure?

8. Confidential 8
TFG Media + Acquisition Structure?
Our In-House
Media +
Acquisition
Rockstars
*
*66% of Team
approximately

9. Confidential 9
TFG Media + Acquisition Structure?TFGM+A
Fabletics
JustFab
ShoeDazzle
Data Analytics
Creative +
Design
Media BuyingFabKids
Savage X Fenty
‘In-House Media Agency’
• Shared Service across all 5 Brands –
based across LA, SF, and Barcelona
• Separate Creative Teams and Acquisition
Managers within Media team to support
individual brand’s needs
• ~$250mil in spend
• Maintain all client -> vendor relationships
directly. Execute buys internally

10. Confidential 10
TechStyle Programmatic Goal?
Average 1st
Order Value?
Lifetime
Value? Cost Per
Acquisition?
Cost Per Page
Land?
Cost Per Click? Cost Per Lead?
Cost Per Viewable
Impression?
Viewability?

11. Confidential 11
TechStyle Programmatic Goal?
Average Order
Value?
Lifetime
Value?
Cost Per Page
Land?
Cost Per Click?
Cost Per Lead?
Cost Per Viewable
Impression?
Viewability?

12. Confidential 12
TechStyle’s Two
Programmatic
Values?

13. Confidential 13
Two Evaluating Factors
Time
Short-Term Time Questions
• How long will the campaign setup take?
• Audience creation timeline?
• How many calls?
Always ask: How many other tests and/or tasks could
I accomplish in this period?
Long-Term Time Questions
• How long will it take to get an initial/final read?
• Optimization load?
• Will this overtly distract from other long-term plans?
Always ask: How long until I can scale or shut-off this
test? Then, how much time will it take if it works?

14. Confidential 14
Two Evaluating Factors
Depth of Data
Cut in two semi-equal parts…
bad data
Perfect craftmanship…
good data
VS.
Good data example: Testing a new
data provider over 30 days…able to
test 3 different types of targeting
and 4 different audiences within
each targeting type
Bad data example: Testing a new
data provider over 30 days…able to
test 1 different targeting type per
week and 2 audiences with each
targeting type

15. Confidential 15
TechStyle’s
Programmatic
Buying Strategy
TechStyle only
focuses on CPA
Programmatic is
complex

16. Confidential 16
TechStyle’s Programmatic Buying
Programmatic is
complex

17. Confidential 17
TechStyle’s Programmatic Buying
Stage 1:
Collection – 20%
• Limited
budgets
• Limited
targeting to
collect wide
net of data
• Limited
adjustments to
get natural
read
Stage 2: Scaling
– 50%
• Analyze data to
find pockets of
efficiency
• Increase
budgets (CPA
will rise – don’t
panic)
• More
adjustments,
but still limited
Stage 3: Cutting
– 30%
• Aggressively cut
pockets of bad
inventory at
largest grains
•Supply Vendor
•Geo
•Time of Day
• Wait…then
evaluate
•Option 1: Turn it off
•Option 2: Lean in
Testing
Framework
• How do we find
success?
• How do we
treat tests in a
similar way?
•Regardless of
whether it is a
single ad group or
new DSP

18. Confidential 18
TechStyle’s Programmatic Buying
Ad group
segmentation
• ~100+% more
ad groups
YOY, ~50+%
less spend
per ad group
Data partners
• Spending
~40% on
data, but
~33% less per
segment
Auto-Opt
• Finally
beating
manual opt –
allowing for
ad group
segmentation
Constantly
testing
• Rigid testing
framework
has given us
freedom and
time to
always be
testing
Data Time
TFG Programmatic Overview – Where
have time and data taken us?
~70% YOY Spend Growth
~35% YOY CPA Drop
** ~ is used due to
aggregating of five brands

19. Privileged & Confidential
Thank you!
Jarod May: Global Fashion Brands + Media Chief of Staff, Head of Programmatic
August 23rd, 2019: Olympic Valley, CA