Back to the Future: Bringing Performance Targeting to Mobile Devices from DRS, 7.28.14

Copyright © 2014 Criteo
Back to the Future:
Bringing Performance Targeting
to Mobile Devices
Rob Deichert
Managing Director US
July 2014

Making display perform
2
Reach the right user, at the right time, with the right message
BUY
BUY
Unmatched
Reach & scale
Personalized
Creative
CPC
Bidding
Optimization
& control

Real-time, personalized advertising drives results across
channels
CRITEO PERFORMANCE ENGINE
Advertiser data Publisher data Criteo data
Personalized advertising
Pure post-click performance
Email
3
Desktop
Mobile Web In-App

Our scale
+50
Countries
16
Offices
773
$1
9.7
Billions $3
R&D represents
40% of the workforce
+7000
Publishers
+5500
Advertisers
+1,000
Employees
90%
Retention rate2
Listed on the NASDAQ
since October 2013
1: Revenue in 2013. +63% from 2012
2: Annual rate
3:$ of turnover generated to our clients - turnover post-click ww year 2013
4

Shift happens
5

62% of ad revenues
in Q2 2014
Facebook is
officially a mobile
company
6

Mobile as a % of worldwide Internet traffic
Mobile web traffic continues to grow at more than 1.5x per Year
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
2008-12 2009-12 2010-12 2011-12 2012-12 2013-12
SOURCE: StatCounterGlobal Stats – 05/2014
7

Ecommerce traffic shifting to mobile, tablets lead the charge
8
12.21%
14.58%
73.21%
US Ecommerce traffic by platform, Q4 2013 Change from Q4 2012 to Q4 2013
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6% Tablet
Phone
Desktop
Source: Monetate Q4 Benchmark Report

Mobile devices represent a growing commerce opportunity
9.3%
14.6%
18.7%
22.6% 26.2%
27.9%
29.6%
92.9%
78.4%
43.5% 34.9%
27.9%
17.4%
16.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
2012 2013 2014 2015 2016 2017 2018
US B2C Mcommerce Sales, 2012-2018
$32.78
$58.50
$83.93
$113.18
144,77
%
169,97
%
197,38
%
B2C mcommerce sales
% of B2C ecommerce
sales
%
change
Billions, % change and 5 of B2C ecommerce sales
Source: emarket, April 2014
www.eMarket.com
Nearly 20% of ecommerce
sales in 2014
9

Case Study: one top worldwide retailer
0%
1%
13%
23%
26%
31%
0% 2%
13%
21%
24%
29%
Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14
10
Share of mobile on overall sales and clicks
Mobile sales Mobile clicks

Client ad spend is shifting to mobile
% mobile of digital ad spend
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2008 2009 2010 2011 2012 2013
Source : Criteo Internal Data – Worldwide RevExTacUS UK
% mobile for Criteo
SEP 2013 MARCH 2014
15.0%
2.5%
11

We also see US mobile sales on the rise
0%
1%
2%
3%
4%
5%
6%
7%
December January February March
% of sales
% of order value
100% increase in
share of mobile sales
+100%
12

Mobile compliments desktop activity
116
96
90
80
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
Average = 100
Purchases coming
from iPads are 16%
more likely to happen
on a Sunday
10% fewer
sales are
generated from
PCs on
Sundays.
Source : Criteo Q1 Data
+16%
-10%
IPad PC
13

Case Study: the “In-App Effect” for a travel advertiser
0%
5%
10%
15%
20%
25%
30%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
14
(Day) Consumer Reach Distribution (Week) Sales Distribution
Mobile Desktop

But Complexity has
created barriers to
spending
15

Traditional barriers to spending
16
Mobile web vs. Apps
App clutter, low engagement
No URL for apps
No flash
No targeting on Safari
No real-time creative
Fragmentation Lack of Standards
No Personalized
Targeting at Scale

iPad and iOS dominate e-commerce traffic
Ecommerce website traffic by mobile platform
0%
10%
20%
30%
40%
50%
60%
70%
90%
100%
80%
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Source: Monetate and BI Intelligence
iPad iPhone Android Phone Android Tablet Other
17

The world is different
now!
18

Mobile has been a journey for us…
Criteo launches
performance display
on Desktop
2008
Criteo acquires Ad-X
– allowing in app
mobile tracking
2013
Criteo launches
Mobile Web
2013
Criteo launches in-
app solution
2014
Criteo launches full
Mobile Web solution
(incl. IOS)
2014
19

Real-time
performance
advertising has
arrived for
mobile
20

Consistent user
experience regardless of
browser
Including dynamic
personalised relevant ads on
Safari
Uses industry standard
cookies
Mobile solution
across all
browsers
Providing customer
transparency and control over
ad choices
21

For Apps: Apple ID for Advertisers, Android
Advertising ID
Deep Linking HTML5 Ads
Privacy-
Positive IDs Standards
are emerging
22

In-app personalization is now available
23
User surfs
in your app
… Then opens a new app and sees
a targeted ad
User clicks and deeplinks to a
product « page » in your app
23

Unlock a valuable new audience quickly
24
Support for Cookies on
iOS Devices
Flexible Tagging and
HTML Creative
Average
+11%
Conversions
1: Safari & IOS average traffic on 250 live advertisers with EBS during Dec. 2013

The Shift Has Begun

Case Study: One top worldwide retailer
Mobile performance
0.27%
0.43%
CTR
9.59%
11.89%
CR
26
Conversion rate CTR

Next challenge: cross-device
90% of consumers use
more than one device to
complete a task
Source: Google
27

There are two
ways to identify
a user
1.
EXACT MATCH –
The much
preferred method
2.
IMPLIED
MATCH
28

• Persistent identifier used to
positively match: eg cookie
• Seamlessly supports opt-out /
privacy guidelines
• Challenge 1: Getting volume
• Challenge 2: Privacy. Must
ensure user transparency, control,
and no personally identifiable
information
1.
EXACT MATCH –
The Best
29

2.
IMPLIED
MATCH• Machine learning model
• Uses device characteristics to
estimate a probability that two devices
are the same/ used by same person.
• Challenge 1: By definition creates
“false positives”, wrongly matching
different people.
• Challenge 2: Precision varies from
40-80%. This radically reduces
performance, and therefore ROI.
• Challenge 3: Difficult privacy
controls/ opt-out management 30

0%
5%
10%
15%
20%
Q1 2011/12 Q2 2011/12 Q3 2011/12 Q4 2011/12 Q1 2012/13 Q2 2012/13 Q3 2012/13 Q4 2012/13 Q1 2013/14 Q2 2013/14
Ecommerce market (UK example)
31
Total e-retail E-retail excluding mobile
Source : Capgemini Consulting – September 2013

Shift happens…..
0%
1%
13%
23%
26%
31%
0% 2%
13%
21%
24%
29%
Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14
32
Share of mobile on overall sales and clicks
Mobile sales Mobile clicks

Capitalizing on the
Opportunity
Get ahead of
the shift to
capture share
1
Tried and true
techniques can
work in mobile
2
Don’t let the
perfect be the
enemy of the
good
3
33

Thank You
Rob Deichert
@hamptonsrob

Back to the Future: Bringing Performance Targeting to Mobile Devices from DRS, 7.28.14

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