We launch the series with Chango, a real-time marketing technology founded in 2008. Chango provides simple and effective solutions for marketers in an era of real-time media and big data. Their proprietary platform, Chango Madison, combines the data management capabilities of a DMP (Data Management Platform) with the media buying capabilities of a DSP (Demand Side Platform) allowing for a truly programmatic approach to both segmentation and media buying across display, mobile, social and web…In this way, Chango combines proprietary search and browser data with real-time buying technology in order help advertisers prospect for new customers and convert existing site visitors in real-time. Its a combination that provides results €“ as evidenced by Changos clients that include the world’s largest brands & agencies, including 55 of the top 500 retailers, which has helped fuel 600%+ growth year-over-year for the last two years. They cross the continent with offices in in New York, Toronto, London, Chicago, San Francisco and Los Angeles.
We sat down to speak with Ben Plomion, Vice President of Marketing at Chango, about his vision of the market, as well as trends that will affect how digital campaigns are executed.
OpenX: There are a number of buying platforms out there. What makes Chango unique?
Ben: We take a unique approach to retargeting tactics, an approach that leverages a trove of proprietary data sources. For example, Search Retargeting is a display advertising technique that responds directly to people who, by performing a search on Google, Yahoo! or Bing essentially say, hey, Im interested in this thing. The trouble with many search retargeting programs is that theyre catch-all marketing solutions, lumping all prospects into a single bucket. Treating every user the same leads to mixed results at a high cost.
Instead of just bucketing individuals into a number of pre-defined segments, serving ads to users who will never convert €“ and by the way, burning cash on wasted impressions €“ we make good use of intent data. We put messages in front of the most relevant consumers only.
OpenX: What are the biggest differentiators for advertisers and how do you help eliminate them?
Ben: Advertisers are always looking for new customers, and they invest a lot of money in attracting visitors to their site. We help them maximize those investments by providing programmatic solutions for converting site visitors, and even existing customers. We just spoke about search retargeting, which is one of our programmatic tactics; look-alike targeting is another. Brands spend tremendous resources optimizing their sites; we help them convert more visitors.
OpenX: How has programmatic buying influenced Chango, if at all?
Ben: Well considering Chango is a programmatic buying platform, Id say it has influenced us greatly!
But this is actually an interesting question. When Chango was founded, we made the decision to build a programmatic buying platform in-house. Along the way, we added robust Big Data management and performance capabilities, which is another way of saying that we created a combination DMP and DSP. So our programmatic buying platform morphed into a programmatic marketing platform.
For a while, Chango was known as a leader in search retargeting, but thats just one solution we offer. Now Chango is using this platform for a wide variety of real-time buying, programmatic solutions. By building its own DSP, Chango was much more influenced by advances in programmatic buying, which ultimately lead to Chango being the first Programmatic Marketing Platform.
OpenX: What possible impact will the Do-Not-Track decisions have on your business?
Ben: Do-Not-Track itself won’t have huge ramifications on our business. That said, we see the possibility of new behaviors occurring in the future that may force us to innovate new solutions, such as publishers barring specific browser types to access their content.
As a Programmatic Marketing Platform, we want to continue to create solutions for marketers that are efficient for them, and enjoyable for consumers. A great example of this kind of solution is FBX News Feed ads, which gives marketers an opportunity to create great content for consumers in their news feed, at the precise moment needed. Consumers on the other hand, don’t have a disruptive experience and in most cases (were hoping) get a pleasurable and relevant experience from advertisers.
OpenX: Why did Chango choose to partner with OpenX?
Ben: We started working with OpenX a few years back and we have enjoyed a tremendous relationship with you guys ever since. OpenX’s reach and network of quality publishers are two of reasons why we chose OpenX. Our advertisers see the value in paying a little more for OpenX’s high value, brand-safe inventory. Also, were pleased with the incredible client and technical support team.
And, of course, we wanted to increase revenue, which we were able to do. Our revenue grew 600 percent last year, and we rely on a network of robust ad exchanges to help us meet an ever-growing demand from our clients. OpenX has been there all along for us.
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