Chango (company): Difference between revisions

{{Company-stub}}{{advert|date=June 2013}}

[[File:Chango Logo.png|thumb|Logo of Chango, logoInc.]]

'''Chango, Inc.''' was a [[TorontoCanada|Canadian]]-based, online marketing company withwas afounded in 2008, focusfocusing on [[search retargeting]] and [[Online advertising|programmatic marketing]]. The companyIt was founded in 2008, acquired by [[Rubicon Project]] in 2015 for $122 million,<ref>{{Cite web|url=http://adexchanger.com/platforms/rubicon-project-acquires-retargeter-chango-for-122m/|title=Rubicon Project Acquires Retargeter Chango For $122M {{!}} AdExchanger|date=31 March 2015|accessdate=2015-09-23}}</ref> andbut it was closed down in 2017.<ref name=":0" />

The company was founded in [[Toronto]], by Chris Sukornyk along with Mazdak Rezvan and Dax Hamman. In 2012, Changoit appointed Paul McIntyre to lead its Platform Solutions group<ref>{{cite news |last1=Staff |title=Chango Continues Talent Acquisition, Adds Leaders From Disney, Facebook, Dotomi, Pubmatic, Google, Exelate |url=https://www.benzinga.com/amp/content/3540745 |work=Benzinga |date=April 30, 2013 |language=English}}</ref> and hired Keith Lorizio as chief revenue officer.<ref>{{cite news |last1=Fraser |first1=Jeff |title=Chango hires former Microsoft sales VP Keith Lorizio |url=http://marketingmag.ca/jobzone-news/chango-hires-former-microsoft-sales-vp-keith-lorizio-125240/ |work=MarektingMarketing mag |date=September 22, 2014}}</ref> Chango was recognized in [[Deloitte]]'s Technology Fast 50 program andin was2014, rankedranking first overall in Canada with a growth rate of 69,800%.<ref>{{Cite web |date=2014-11-13 |title=Improved access to capital and good valuations keep technology companies in Canada |url=http://www2.deloitte.com/ca/en/pages/press-releases/articles/improved-access-to-capital-and-good-valuations-keep-technology-companies-in-canada.html.{{Dead%5B%5D link|archive-url=https://web.archive.org/web/20190406132536/http://www2.deloitte.com/ca/en/pages/press-releases/articles/improved-access-to-capital-and-good-valuations-keep-technology-companies-in-canada.html |archive-date=February2019-04-06 2022|website=Deloitte}}</ref>

In 2017, Rubicon shut down Chango in 2017, stating that the company did not meet performance expectations.<ref name=":0">{{Cite web|url=https://www.businessinsider.com/rubicon-project-kills-off-chango-division-2017-1|title=Rubicon Project is shutting down the division associated with its $122 million Chango acquisition|last=O'Reilly|first=Lara|website=Business Insider|access-date=2019-05-25}}</ref>

Chango was onean ofearly theadopter pioneers to offerof [[Searchsearch retargeting|Search Retargeting]]{{Citation needed|date=September 2013}}. The company servesserved display ads to potential customers based on their recent search activity. As ofBy the first quarter of 2013, Changoit was working with 75 of the top 500 Internetinternet Retailersretailers.{{citation needed|date=June 2013}}

Chango claimed to be able to capture the recent search activity of hundreds of millions of users, using anonymous [[HTTP cookie|cookies]]. The company also re-targetstargeted display advertisement to users if they matchmatched a specific campaign. Display advertisementadvertisements iswere purchased through a [[Demand Side Platform|demand side platform]] (DSP) that operatesoperated across multiple ad networks, such as appnexus, rubicon and [[double click]].{{citation needed|date=June 2013}}

Chango iswas a member of the [[Network Advertising Initiative]] (NAI). ThisAlong allowswith consumers toand "optits out"partners, ofit theoffered search retargeting campaigns deliveredand byconsumers Changohad andthe partnersoption to opt out of them. The company saysstated that it doesdid not capture [[Personallypersonally identifiable information|Personally Identifiable Information]] (PII).{{citation needed|date=June 2013}}

More recently, Chango Inc released the industry's first [[Online advertising|programmatic marketing]] platform, which combinescombined Datadata Managementmanagement Platformplatform (DMP) with Demanddemand Sideside Platformplatform (DSP) capabilities.{{citation needed|date=June 2013}}