Divine Mercy Sunday

This article appears to be written like an advertisement. Please help improve it by rewriting promotional content from a neutral point of view and removing any inappropriate external links. (March 2012)

myThings

myThings Logo
Type	Private
Industry	Online Advertising
Founded	2005
Website	www.myThings.com

Founded in 2005, myThings is a European company that specializes in online display advertising solutions, aiming to boost customer acquisition and retention through personalised retargeting, pre-targeting and look-alike targeting.

Each of its products leverage several sources of data in addition to algorithmic analysis to create relevant ads for specific users in a Cost Per Acquisition (CPA) business model. Advertisers tend to prefer this model as its costs are directly associated with revenue.

The company maintains that its solutions generate over 150% uplift compared to the retargeting industry standard and over 1400% increase compared to untargeted display campaigns. It operates in 14 markets including the UK, France, Germany, Spain, Italy, Russia, Netherlands, US, India and Japan. Among its clients are top tier European online retailers such as Littlewoods, Zalando, PriceMinister, Orange, Carphone Warehouse and Microsoft Store.

Products

Personalised Retargeting: The company's core product utilizes site-side and off-site data to personalize dynamic display ads for visitors who left their customers' websites without completing a purchase.

According to the company, personalised retargeting can increase advertisers' revenue and return on investment, extend customer life time value and boost brand awareness.

Pretargeting: Used mainly to acquire new customers, pretargeting matches search data on partner sites with site-side data to personalize ads for users who haven't yet visited an advertiser's website.

Look-alike Targeting: Similar to retargeting, look-alike targeting enable advertisers to reach out to new users who exhibit characteristics similar to either their own customers or other highly valued audiences.

myBroadcast: myThings says it was the first company to develop a web interface that allows advertisers to independently broadcast text messages and promotions to different audience segments, reaching out to individuals in real-time without the need for timely banner redesigns.

Technology

To overcome the challenge of building a CPA platform, myThings developed its machines and algorithms to support this model. The company's proprietary set of optimization algorithms aim to deliver the most relevant message to the exact individual while controlling the cost of delivery by matching it to the expected return on investment.

Real-Time Bidding Engine: The company maintains that its ability to run cost-effective campaigns is primarily due to its RTB engine, which handles 500 million RTB requests a day from seven RTB providers. The machine optimizes bids based on the predicted user buying value of each segment, utilizing CTR and revenue prediction algorithms.

Audience Segmentation: Integrating multiple sources of data, the system determines a multi-dimensional segment (MDS). This enables myThings to perform micro-segmentation of the user population according to each segment's conversion probability and the value expected to be generated from that conversion.

Real-Time Personalised Creative: Utilizing its content recommendation engines, the company's system selects in real time the best performing combination of product offering and banner content (layout and messaging). With such granularity in segmentation, millions of display ad variations can be produced, matching a specific banner with a specific user.

Awards & Recognition

In March 2012, the company was shortlisted for 'Best use of Data' in the 2012 Performance Marketing Awards (formerly A4U awards). Winners will be announced on May 22.

In March 2011, myThings won the Econsultancy Innovation Award for affiliate marketing in partnership with Affiliate Window, the largest independent affiliate marketing company in the UK.

The company was also recognized as a Top 5 fastest growing digital media company in Europe in the 2011 Media Momentum Awards.

In partnership with Commission Junction, myThings was shortlisted for the A4U awards in four categories:[8] Aaffiliate Marketing Innovation, Best 3rd Party Application, Best New Entrant and Best Retail Advertiser with Hotel Chocolat.

Funding

The company has raised a total of $37 million in four rounds:

In March 2012, the new Orange-Publicis Venture Fund Iris Capital led a $15 million investment in myThings, together with existing investors Carmel Ventures, Accel Partners and T-Venture, the investment arm of Deutsche Telekom.

In January 2011, Deutsche Telekom’s venture capital firm T-Venture invested $6 million in myThings alongside previous backers, Accel Partners, Carmel Ventures, Dot Corp and GP Bullhound.

In October 2008, it raised $8 million from Dotcorp Asset Management and GP BullHound Sidecar.

In April 2006, it received funding totaling $8 million from Accel Partners and Carmel Ventures.

Privacy

myThings is an active member of the Interactive Advertising Bureau (IAB) and is in full compliance with international regulations and the EU standards of privacy. The company is a signatory of the IAB EU framework presented to the UK Government as self-regulatory measures on behalf of the behavioral targeting industry^[1]. The UK government has recently expressed its support of the framework^[2].

myThings technology utilizes cookies in the delivery of advertisements. The cookies do not collect any Personally Identifiable Information (PII). Prospects are informed on how the Retargeting service works, and are able to Opt-Out of myThings’s services at any time.^{[citation needed]}

References

External links

Official myThings.com Website