Chango, Inc. was a

Canadian Canadians () are people identified with the country of Canada. This connection may be residential, legal, historical or cultural. For most Canadians, many (or all) of these connections exist and are collectively the source of their being ''C ...

-based, online marketing company founded in 2008, focusing on

search retargeting Search retargeting is a form of retargeting employed by online marketers that target an audience based on the previous searches they conduct on other websites. Unlike site retargeting, search retargeting is designed to find new customers which have ...

and programmatic marketing. It was acquired by Rubicon Project in 2015 for $122 million, but it was shut down in 2017.

History

The company was founded in

Toronto Toronto ( , locally pronounced or ) is the List of the largest municipalities in Canada by population, most populous city in Canada. It is the capital city of the Provinces and territories of Canada, Canadian province of Ontario. With a p ...

, by Chris Sukornyk along with Mazdak Rezvan and Dax Hamman. In 2012, it appointed Paul McIntyre to lead its Platform Solutions group and hired Keith Lorizio as chief revenue officer. Chango was recognized in

Deloitte Deloitte is a multinational professional services network based in London, United Kingdom. It is the largest professional services network in the world by revenue and number of employees, and is one of the Big Four accounting firms, along wi ...

's Technology Fast 50 program in 2014, ranking first overall in Canada with a growth rate of 69,800%. In 2017, Rubicon shut down Chango, stating that the company did not meet performance expectations.

Funding

In June 2010, Chango raised $1.4 million in Series A funding from investors including Metamorphic Ventures, iNovia Capital and Extreme Venture Partners. The company secured a second round of funding in February 2011, followed by a third round of $12 million in funding in November 2012.

Product

Chango was an early adopter of

. The company served display ads to potential customers based on their recent search activity. By the first quarter of 2013, it was working with 75 of the top 500 internet retailers. Chango claimed to be able to capture the recent search activity of hundreds of millions of users, using anonymous

cookies A cookie is a sweet biscuit with high sugar and fat content. Cookie dough is softer than that used for other types of biscuit, and they are cooked longer at lower temperatures. The dough typically contains flour, sugar, egg, and some type of ...

. The company also re-targeted display advertisement to users if they matched a specific campaign. Display advertisements were purchased through a

demand side platform A demand-side platform (DSP) is a concept that combines various software for advertisers (or advertising agencies) to automate the process of buying and selling ad impressions in real time. This platform provides digital advertising inventory wi ...

(DSP) that operated across multiple ad networks, such as appnexus, rubicon, and

double click A double-click is the act of pressing a computer mouse button twice quickly without moving the mouse. Double-clicking allows two different actions to be associated with the same mouse button. It was developed by Tim Mott of Xerox Palo Alto Resear ...

. Chango was a member of the

Network Advertising Initiative The NAI (Network Advertising Initiative) is an industry trade group founded in 2000 that develops self-regulatory standards for online advertising. Advertising networks created the organization in response to concerns from the Federal Trade Commis ...

(NAI). Along with its partners, it offered search retargeting campaigns and consumers had the option to opt out of them. The company stated that it did not capture

personally identifiable information Personal data, also known as personal information or personally identifiable information (PII), is any information related to an identifiable person. The abbreviation PII is widely used in the United States, but the phrase it abbreviates has fou ...

(PII). In December 2012, Chango Inc. integrated directly with Facebook to bring search intent data to social media targeting. Chango Inc. released the industry's first programmatic marketing platform, which combined data management platform (DMP) with demand side platform (DSP) capabilities.

References

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External links

* https://web.archive.org/web/20110603061144/http://www.retargetingnews.com/2011/05/smx-toronto-panel-examines-the-latest-in-search-retargeting/ * https://web.archive.org/web/20110615183336/http://ad-tech.blogs.imediaconnection.com/2011/03/29/start-up-watch-cod-chango-is-it-time-for-you-to-start-search-retargeting/ * http://www.marketwire.com/press-release/Chango-Completes-425M-Series-B-Financing-to-Solidify-Lead-in-Search-Retargeting-1388466.htm
http://www.adexchanger.com/ad-networks/chango-fund in /
* http://searchengineland.com/11-inventory-sources-for-keyword-marketers-45263 * http://vator.tv/news/2010-07-02-funding-roundup-week-ending-07-02-10 * http://www.adexchanger.com/ad-exchange-news/dsp-chango/ * https://web.archive.org/web/20110418205040/http://www.btobonline.com/apps/pbcs.dll/article?AID=%2F20100701%2FFREE%2F100709991%2F1001#seenit * https://web.archive.org/web/20100704054635/http://www.dmwmedia.com/news/2010/06/30/chango-raises-14-million-search-historybased-ads * http://www.adotas.com/2010/06/got-funds-foursquare-click-forensics-chango-see-big-bucks/ * http://www.imediaconnection.com/content/27071.asp Marketing companies of Canada Companies based in Toronto 2008 establishments in Ontario