Chango inc
Encyclopedia
Chango inc is a search retargeting
company which works with brand and agencies to serve online display advertisements to consumers who have previously searched for advertisers' products and services. By targeting prospects after they have left a search engine, Chango focuses on those users that have expressed purchase intent. The company was founded in 2008 and currently operates in North America. It is headquartered in Toronto with sales offices in NYC and San Francisco. In February 2011, the company raised $4.25 million in new funding.
by Chris Sukornyk, a serial entrepreneur. Sukornyk previously co-founded the X-Stream Network, Bubbleshare and FiveLimes. Sukornyk devoted the first 12 months on research and development.
In June 2010, Chango raised $1.4 million in Series A funding. Metamorphic Ventures joined existing investors such as iNovia Capital and Extreme Venture Partners. The company secured a second round of funding in February 2011. The new funding led by Rho Canada, with iNovia Capital, Metamorphic Ventures, Extreme Venture Partners and 24/7 Media co-founder, Geoff Judge; participating in the round. The funding went into hiring additional resources in the engineering team, clients services and business development roles.
In addition to Chris Sukornyk, Chango's team includes Internet and Display media veterans Chris Dingle (COO and ex Co-founder of 24/7 Media) and Dax Hamman (CRO and ex head of Display Media at iCrossing).
. The company then re-targets display advertisement to users if they match a specific campaign. Display advertisement is purchased through a Demand Side Platform
(DSP) that operates across multiple ad networks, such as appnexus, adbrite
and double click.
Chango is a member of the Network Advertising Initiative
(NAI). This allows consumers to "opt out" of the search retargeting campaigns delivered by Chango and partners. The company says that it does not capture Personally Identifiable Information
(PII).
Search retargeting
Search retargeting is a form of behavioral retargeting employed by online marketers that target an audience based on the previous searches they conduct on other websites...
company which works with brand and agencies to serve online display advertisements to consumers who have previously searched for advertisers' products and services. By targeting prospects after they have left a search engine, Chango focuses on those users that have expressed purchase intent. The company was founded in 2008 and currently operates in North America. It is headquartered in Toronto with sales offices in NYC and San Francisco. In February 2011, the company raised $4.25 million in new funding.
History
The company was founded in TorontoToronto
Toronto is the provincial capital of Ontario and the largest city in Canada. It is located in Southern Ontario on the northwestern shore of Lake Ontario. A relatively modern city, Toronto's history dates back to the late-18th century, when its land was first purchased by the British monarchy from...
by Chris Sukornyk, a serial entrepreneur. Sukornyk previously co-founded the X-Stream Network, Bubbleshare and FiveLimes. Sukornyk devoted the first 12 months on research and development.
In June 2010, Chango raised $1.4 million in Series A funding. Metamorphic Ventures joined existing investors such as iNovia Capital and Extreme Venture Partners. The company secured a second round of funding in February 2011. The new funding led by Rho Canada, with iNovia Capital, Metamorphic Ventures, Extreme Venture Partners and 24/7 Media co-founder, Geoff Judge; participating in the round. The funding went into hiring additional resources in the engineering team, clients services and business development roles.
In addition to Chris Sukornyk, Chango's team includes Internet and Display media veterans Chris Dingle (COO and ex Co-founder of 24/7 Media) and Dax Hamman (CRO and ex head of Display Media at iCrossing).
Product
Chango claims to be able to capture the recent search activity of hundreds of millions of users, using anonymous cookiesHTTP cookie
A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is used for an origin website to send state information to a user's browser and for the browser to return the state information to the origin site...
. The company then re-targets display advertisement to users if they match a specific campaign. Display advertisement is purchased through a Demand Side Platform
Demand Side Platform
A demand-side platform is a system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the...
(DSP) that operates across multiple ad networks, such as appnexus, adbrite
AdBrite
AdBrite, Inc. is an online advertising network based in San Francisco, California. It was founded by Philip J. Kaplan and Gidon Wise.AdBrite serves advertisements on 112,009 sites, according to their published statistics , and is the 10th largest advertising network on the Internet, according to...
and double click.
Chango is a member of the Network Advertising Initiative
Network Advertising Initiative
The Network Advertising Initiative is an industry trade group formed in 1999 that develops self-regulatory standards for online advertising. Advertising networks created the organization in response to concerns from the Federal Trade Commission and consumer groups that online advertising —...
(NAI). This allows consumers to "opt out" of the search retargeting campaigns delivered by Chango and partners. The company says that it does not capture Personally Identifiable Information
Personally identifiable information
Personally Identifiable Information , as used in information security, is information that can be used to uniquely identify, contact, or locate a single person or can be used with other sources to uniquely identify a single individual...
(PII).