Landing a partnership with social network behemoth Facebook, Toronto-born Chango this morning announced the launch of Programmatic FBX Advertising. It's a new advertising solution that brings large-scale search intent data to the Facebook Exchange.
As the only "Programmatic Marketing Platform," Chango offers advertisers access to FBX with a variety of benefits, including "propietary intent data"—six billion search events captured each month in real-time so that advertisers can target individuals on Facebook based on the searches they've done minutes before on Google, Yahoo, and Bing. And advertisers can use their own first party data, combined with third party data already available through the platform, to enhance their targeting.
“FBX is the latest innovation to arrive in digital marketing, and given its scale, is perfectly timed to meet the demands created from ‘programmatic marketing,'" explains Chango CRO Dax Hamman. "Our clients are using more data than ever before to determine who to target, and importantly who not to target, and the addition of such a large inventory source allows this to grow while still having enough individuals to target. But more than that, the CMOs we work with value the environment that Facebook offers for advertising, and are recognizing the positive ways their customers are responding."
Chango has raised several rounds of money in the past three years. It started in 2009, when the company raised a $750,000 Series A round before it launched November that year. The startup then raised $1.4 million in 2010. And in 2011, Chango raised another $4.24 million, followed by a $1 million investment from the Canadian government, also that year. This year, the Toronto company raised its biggest round, a whopping $12 million.
Chango's clients include 55 of the top 500 retailers. The startup has experienced 600% annual growth during the past two years and now has offices in New York, London, Chicago, San Francisco, and Los Angeles.