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Chango, Inc. was a Canadian-based online marketing company with a focus on search retargeting and programmatic marketing. The company was founded in 2008, acquired by Rubicon Project in 2015 for $122 million, [1] and closed down in 2017. [2]
The company was founded in Toronto by Chris Sukornyk along with Mazdak Rezvan and Dax Hamman. In 2012, Chango appointed Paul McIntyre to lead its Platform Solutions group [3] and hired Keith Lorizio as chief revenue officer. [4] Chango was recognized in Deloitte's Technology Fast 50 program in 2014, ranking first overall in Canada with a growth rate of 69,800%. [5]
Rubicon shut down Chango in 2017 stating that the company did not meet performance expectations. [2]
In June 2010, Chango raised $1.4 million in Series A funding from investors including Metamorphic Ventures, iNovia Capital and Extreme Venture Partners. [6] The company secured a second round of funding in February 2011, [7] [8] followed by a third round of $12 million in funding in November 2012. [9]
Chango was an early adopter of search retargeting [ citation needed ]. The company served display ads to potential customers based on their recent search activity. By the first quarter of 2013, Chango was working with 75 of the top 500 internet retailers.[ citation needed ]
Chango claimed to be able to capture the recent search activity of hundreds of millions of users, using anonymous cookies. The company also re-targeted display advertisement to users if they matched a specific campaign. Display advertisements were purchased through a demand side platform (DSP) that operated across multiple ad networks, such as appnexus, rubicon and double click.[ citation needed ]
Chango was a member of the Network Advertising Initiative (NAI). Chango and its partners offered search retargeting campaigns, and consumers had the option to opt out of them. The company said that it did not capture personally identifiable information (PII).[ citation needed ]
In December 2012, Chango Inc. integrated directly with Facebook to bring search intent data to social media targeting. [10]
Chango Inc released the industry's first programmatic marketing platform, which combined data management platform (DMP) with demand side platform (DSP) capabilities.[ citation needed ]
Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive, which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.
Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. In context targeting, advertising media are controlled on the basis of the content of a website using linguistic elements. The advertisements themselves are selected and served by automated systems based on the context of what a user is looking at.
Behavioral retargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous internet behaviour. Retargeting tags online users by including a pixel within the target webpage or email, which sets a cookie in the user's browser. Once the cookie is set, the advertiser is able to show ads to that user elsewhere on the internet via an ad exchange.
Xandr, formerly known as AppNexus, is an American multinational technology company operating a cloud-based software platform that enables and optimizes programmatic online advertising. Headquartered in the Flatiron District of New York City, the company has 23 offices in North America, Latin America, Europe, Asia and Australia.
A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue. Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.
Criteo is an advertising company that provides online display advertisements. The company was founded and is headquartered in Paris, France.
A demand-side platform (DSP) is a concept that combines various software solutions for advertisers to automate the process of buying and selling ad impressions in real time.
Adform is a global digital media advertising technology company specializing in real-time programmatic marketing automation technologies. Its operations are headquartered in Europe. The company specialized in the creation of technology that helps digital advertisers, agencies, and publishers create, target, buy or sell, and display digital advertising across internet-connected device. The company claims to provide technologies for each stage of the digital advertising process.
Site retargeting is a display advertising technique used by marketers to display advertising to people who have previously visited their website. The marketer includes a pixel within their webpage which sets a cookie in the user's browser. That cookie allows the marketer to target the website visitor with advertising elsewhere on the internet using retargeting.
InMobi is an Indian multinational technology company, based in Bengaluru, India. Its mobile-first platform allows brands, developers and publishers to engage consumers through contextual mobile advertising. The company was founded in 2007 under the name mKhoj by Naveen Tewari, Mohit Saxena, Amit Gupta and Abhay Singhal.
iSocket is a technology platform designed to simplify guaranteed media sales. It is notable as the first company to facilitate the programmatic buying of direct, guaranteed display ad inventory.
adMarketplace is a search advertising marketplace. The privately held company is headquartered in New York City.
Digilant is a marketing technology company that offers a platform designed to support programmatic media buying. Digilant is headquartered in the Boston, MA, with additional offices in Brazil, Colombia, Mexico and the European Union.
Pulse 360, Inc is a now defunct online advertising and marketing network which was based in Getzville, New York. The company was founded in October 1999 under the name Kanoodle. The company reached over 65% of online users monthly and also at one time reached 141 million unique visitors across over 1000 websites. The ad distribution centered on highly visited national and local news sites across the United States including NBCNews.com, Comcast, Weather.com, and ABCNews.com.
AdTruth is a software product and the digital media division of 41st Parameter, a company headquartered in Scottsdale, Arizona with regional offices in San Jose, California; London, England; and Munich, Germany. AdTruth allows marketers to recognize and reach target audiences across online devices.
ReachLocal, Inc. (ReachLocal), a divisions of Gannett, was a provider of digital marketing solutions to businesses in the United States, Canada, Australia, and New Zealand. ReachLocal now operates as LocaliQ in the United States and Canada.
Sojern provides a digital marketing platform for the travel industry that utilizes programmatic buying and machine learning technology. Sojern partners with travel companies including airlines, OTAs, hotels, and rental car companies to collect anonymized traveler data based on consumers' online travel search and booking behavior.
TubeMogul is an enterprise software company for brand advertising.
Tremor International Ltd., comprising Tremor Video and Unruly, is a publicly traded advertising-technology company. Founded in 2007, it focuses on digital advertising including video, mobile, native, display technology, and connected TV. Its stock trades on both the Nasdaq and London Stock Exchange under the ticker symbol TRMR.
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