the new era in digital

advertising
Insights for Navigating the Evolving
Nancy Hall
Landscape John Ardis
VP, Sales and Client Development VP, Corporate Strategy
Mediaplex ValueClick
What We’re Hearing
Performance
No Waste
Fast/Flexible
Protection
Efficient
Insight
Scale
Simplicity

2
How Did We Get Here?

Website Buyer

In the beginning…
3
How Did We Get Here?
Media Buying
Platforms

Website Buyer
Demand-Side
Platforms (DSP)

Portals
Analytics Optimization

Networks
Dynamic
Data Creative
• Horizontal
• Compilers • Performance
• Aggregators • Contextual Multivariate
• Optimizers • Vertical Testing
• Behavioral

Brand
Channel Monitoring
Attribution

Exchanges

Adservers

4
 The Landscape
INTELLIGENCE
AUDIENCE TECHNOLOGY

Sites Portals Networks Exchanges Strategy Data/ Attribution Optimization Multivariate Dynamic Brand
DSPs Adservers
Analytics Testing Creative Monitoring

NO SPEED/ PERFORMAN
EFFICIENCY SIMPLICITY SCALE PROTECTION INSIGHT
WASTE FLEXIBILITY CE

5
 The Landscape
AUDIE INTELLIG TECHNOL
NCE ENCE OGY

Sites Portals Networks Exchanges Strategy Data/ Attribution DSPs Adservers Optimization Multivariate Dynamic Brand
Analytics Testing Creative Monitoring

6
 The Big Problem With the
Landscape
INTELLIGENCE
AUDIENCE TECHNOLOGY

Sites Portals Networks Exchanges Strategy Data/ Attribution DSPs Adservers Optimization Multivariate Dynamic Brand
Analytics Testing Creative Monitoring

SPEED
NO / PERFO
NO SPEED/ EFFICI PERFORMAN PROTE INSIG
WAST
WASTE FLEXI
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EFFICIENCY SIMPLICITY SCALE
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ENCY CTION HT
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7
 The Landscape
INTELLIGENCE
AUDIENCE TECHNOLOGY

Sites Portals Networks Exchanges Strategy Data/ Attribution Optimization Multivariate Dynamic Brand
DSPs Adservers
Analytics Testing Creative Monitoring

+ =
NO SPEED/ PERFORMAN
WASTE FLEXIBILITY
EFFICIENCY SIMPLICITY SCALE
CE
PROTECTION INSIGHT

8
 ValueClick’s Integrated
Solution
AUDIE INTELLIG TECHNOL
AUDIE INTELLIG TECHNOL
NCE ENCE OGY
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• Reach, Scale and Quality • Unified Advertising

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Audience Network =Technology Platform
• Custom Audience Profiles • Intelligent Tracking and
• Proprietary Targeting Data Management
Data • Optimization and
Attribution
REAC DAT • ANALYTI
• Value Insights Reporting
 9
 ValueClick’s Legacy of
Expertise INTELLIGENCE
AUDIENCE TECHNOLOGY

• Horizontal Network • Reporting • Adserving Platforms • Rich Media

• Performance Network • Analytics Platform • Targeting Suite • Email Services
• Consulting • Behavioral Retargeting • Creative Optimization
• Dynamic Creative • Site Optimization

• Vertical Networks
• Audience Network
• Total Inventory Source • Cross-Channel Reporting
• Mobile Advertising • Path to Conversion
Analysis
• Attribution Modeling • Search Engine Marketing • Content Targeting
• Site-Side Analytics • Single Tracking Platform
• Massive Proprietary • Audience Targeting
Shopper/Buyer Dataset • Lookalike Modeling
• Creative & Landing Page
• Proprietary Audience Segments • Brand Safety
Optimization
• Contextual Targeting
• Control & MVT Testing
• Predictive BT

• Universal Frequency
Capping
• Value & Customer
• Real-Time Bidding
Reporting/Analytics

10
Full Service Program
Management
Performance
Performance Intelligence
Intelligence
Dynamic
DynamicCreative
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and
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11
Key Considerations
AUDIE INTELLIG TECHNOL
NCE ENCE OGY
TRADEOFF MATRIX
Performance • • • • • Branding
Ultra-Brand Anything Goes (Within
• • • • •
Protective Reason)
New Customer Customer
• • • • •
Acquisition Retention/Growth
100% Online Action • • • • • 100% Offline Action
U.S. Only • • • • • International
Filling the Funnel • • • • • Immediate Sales
Short-Term ROI • • • • • Lifetime Value
Internal Resources • • • • • External Partner(s)

12
 the new era in digital
advertising
Insights for Navigating the Evolving
Nancy Hall
Landscape John Ardis
VP, Sales and Client Development VP, Corporate Strategy
Mediaplex ValueClick