Chango

Using programmatic technology to manage the behavior of consumers – and their intent to interact with brands – in real time.

Key facts

• Companies such as Chango, which was the first to launch a Programmatic Marketing Platform (PMP) in the United States, tailor marketing campaigns according to real-time analysis of audience behavior, broken down into anonymous individual profiles.
• Chango scores individuals on multiple attributes simultaneously and can identify the exact moment in time when showing them an advertisement would have the maximum impact.

Uniqueness

• Chango uses billions of search terms and browsing behavior data points to generate individual ‘Intent Scores’ for each individual.
• Takes milliseconds to segment and deliver ads to the right consumers.
• Extensive access to display, private exchanges, video, Facebook Exchange (FBX) and Twitter Tailored Audiences.

Value

• LEGO® Brand Retail partnered with Chango to become one of the first major brands to market through Facebook Exchange (FBX) News Feed ads. It achieved $5 CPA (Cost per Acquisition), 65% conversions in first 5 days, and more than 1000 photo views, comments, shares and likes.
• Chango’s Data Network captures over eight billion searches per month, as well as other data relating to behavior and intent.
• 100 billion algorithmic decisions made everyday.

Approach

• Using data, algorithms and machine learning, Chango’s programmatic approach delivers results at every stage of the buying process, from creating brand awareness to acquiring new customers to re-targeting customers.
• Integrations with third-party data providers allows marketers to target hundreds of unique segments.