© 2013 MediaCrossing, Inc. All rights reserved.

MediaCrossing Introduction to Programmatic Media Buying and Selling October, 2013"

Bill Lederer"Founder, Chairman & CEO""Bill.lederer@mediacrossing.com"

§  The Market"§  The Players"§  Definitions"§  A Second in the Life of an Unsold Ad Impression"§  Introducing MediaCrossing"§  A Problem to be Solved"§  MediaCrossing’s Unique Approach, Powerful Solutions"§  Advanced Topics in Programmatic Digital Media"""

Agenda 2

What is Programmatic Media Buying & Selling?"Computerized buying of digital advertising audience-based and bid-based media typically fully automated and executed by data and algorithmically-driven systems with direct access to ad servers, ad exchanges and other auction-based electronic marketplaces where advertising media is sold by auction."

Programmatic media buying is a rapidly growing way for marketers to procure both highly targeted digital advertising media and, in other cases, inexpensive digital ad media."

Some publishers have begun direct programmatic selling of some of their non-remnant digital advertising media."

3 Introduction to Programmatic Digital Media

However, most digital advertising media bought programmatically is done so via third party exchanges and other auction-based electronic markets."

Currently programmatic media buying is dominated by display advertising. However, programmatic media buying is quickly spreading to mobile, online and mobile video, social (e.g., the launch of Facebook Exchange), online and mobile audio streaming, and digital out-of-home."

There are moves to extend programmatic media buying to buying some TV advertising media such as cable and satellite taking advantage of set-top and connected device data for improved targeting and more."

4 Introduction to Programmatic Digital Media

5 The expected rise of US Programmatic ad spending

$ Billions

Interpublic’s Magna Global forecasts programmatic to hit $7.4B in 2013, 53% of all display spending up 56% from $4.7B in 2012" 6

11% 19% 28% 34% 41% 47% 52% 13%

18%

25% 29%

32% 32%

31% 76%

62% 47%

36% 27% 21% 17%

0%

20%

40%

60%

80%

100%

2011 2012 2013 2014 2015 2016 2017

US: Programmatic Share (% of Display-related media transactions)

RTB Non-RTB Non-Programmatic

50%

25%

25%

2013 Digital Ad Inventory Pre-Sold as Guaranteed Sold Just-in-Time Programmatically Unsold at Expiration

7 Available digital ad inventory is expected to expand dramatically

33%

33%

34%

2017 Digital Ad Inventory Pre-Sold as Guaranteed Sold Just-in-Time Programmatically Unsold at Expiration

7.5T Biddable Ad Impressions 20T Biddable Ad Impressions

8 The Digital Ecosystem: scaling quickly, but remains complex and inefficient

Ad Exchange - An intermediary in the process of digital media trading that connects buyers and sellers of ad inventory in an auction-based setting. The Ad Exchange provides a technology platform that functions in real-time – as the user loads the webpage, the publishers’ unsold inventory becomes available for purchase to advertisers on a single impression basis. The highest bidder wins the impression, at which point the advertiser’s creative is displayed on the webpage to the user.""Media Trader - An intermediary in the process of digital media trading that buys from publishers and sells to advertisers and their agencies inventory to advertisers and their agencies and to publishers. The Media Trader relies on 1st, 2nd and/or 3rd party data to evaluate and—in some cases—re-package publisher ad inventory at the impression level based on certain characteristics. The packaged inventory, which is remnant or premium, is then sold or re-sold(if bought as principal) to advertisers at a price determined by automated auction between the media trader and the buyer."

9 Intro into Programmatic Digital Media

Demand Side Platform (DSP) - A demand-side platform enables a marketer or their agency to utilize a single interface to perform programmatic and Real-Time Bidding media buying. A DSP allows the marketer to manage bidding on and buying ad inventory and data across multiple ad exchanges, ad market-places, and data provider accounts. This technology provider can be closed or open-architected and charge on a percentage of ad spend or as a monthly recurring fee based on activity."!Supply Side Platform (SSP) - A supply-side platform provides publishers with a technology platform that enables them to better manage their ad impression inventory and to maximize revenue via re-distribution to other parts of the ad tech ecosystem. This technology provider can be closed or open-architected and charge on a percentage of ad spend or as a monthly recurring fee based on activity.""

10 Introduction to Programmatic Digital Media: Terminology

11 A Second in the Life of an Unsold Ad Impression"

On any given day, campaigns that have been sold fill some of the available inventory on any publisher site. The leftover space is known as unsold inventory

unsold

sold

sold

12 A Second in the Life of an Ad Impression"

Problem: The Industry Value Chain Needs Reinvention 13

MediaCrossing Bridge

Solution: Simplified market-maker approach for buyers & sellers results in meaningful, measureable value 14

§  Powered by our proprietary MX platform, MediaCrossing is the independent digital media trading firm reinventing media buying and selling."

§  The company was founded expressly to bridge buyers and sellers easily, effectively and efficiently."

§  MediaCrossing delivers exceptional value, execution, transparency and liquidity in tradable ad inventory for publishers, marketers and agencies."

§  MediaCrossing Manifesto: Cut the waste. Achieve measurable ROI. Improve continuously.!

15 Introducing MediaCrossing

§  Unlike other marketplace players, MediaCrossing may take principal positions on behalf of publishers, marketers and their agencies, thus assuming the risk of unsold ad inventory for the benefit of its partners."

"§  The company is led by a world-class team of hands-on

employee-owners with proven, successful and relevant Madison Avenue and Wall Street business, technology and marketing experience in the U.S. and EMEA."

"§  Headquartered in Stamford, CT, MediaCrossing is funded

and advised by some of the world’s leading media, marketing and trading innovators."

Introducing MediaCrossing 16

§  MediaCrossing offers A Better WayTM making Programmatic Digital Media Trading Easy, Effective, and Efficient"

§  Exceptional Value – Lean start-up efficiency (no bureaucracy), measurably more efficient outcomes and effective audience and performance insights delivered at less expense."

§  Focused Execution – MediaCrossing is a digital media trading specialist; not a technology company, full service agency or ad network."

§  Easy – Earning your trust and confidence by being easier to work with than others."

§  Greater Transparency – Better, faster campaign reporting and invoicing with end-to-end auditability."

§  Liquidity – Improving publisher eCPM and overall monetization."

17 What Makes MediaCrossing Different? 17

§  Execution Services--Digital media managed trading platform including end-to-end real-time and forward bidding, data and analytics, and client facilitation services on behalf of publishers, marketers and their agencies."§  Guaranteed and Programmatic Trading"§  Audience Expansion"§  Audience Extension"§  Prospecting"§  Re-Targeting"

§  Proprietary Trading—MediaCrossing as principal, buying ad impressions from publishers and others re-selling to others"

§  Media Channels"§  Display"§  Video"§  Social"§  Mobile"§  Others in-development"

MediaCrossing Offerings 18

Creating and Sharing Value Advantage with Our Partners 19

Technology: MX Platform 20

MediaCrossing Architectural Overview 21

Retrieve List or Profile

Cookie Synch / Match

Append 3rd Party Data to Match

Tag relevant URLs for Campaign

Store matched data in DMP

Model Audience / Look-a-like push

segments

Negotiate Media

Execute RTB and Media Buy

Monitor audience responding to

campaign

Ongoing audience optimization

Continuously generate new

models to purchase against

MediaCrossing

Campaign Development

Process"

Campaigning is an ongoing optimization process!

If desired "

MediaCrossing Mechanics & Optimization 22

MediaCrossing’s Unique Take on the Ad Inventory Bid Waterfall 23

"Ad Networks!

"•  Value Click"•  Collective"

•  CPX"•  Rocket Fuel"•  Local Yokel"

Agency Trading Desks!

MediaCrossing!Independent"

Digital Media Trader"

•  Accuen "•  Xaxis"•  Cadreon"•  VivaKi AOD"•  AMNET""

•  Varick Media"•  AMMT"•  Accordant

Media"•  Digilant"•  Mbuyer"•  Centro"

DSPs! SSPs!

•  MediaMath"•  Turn"•  AppNexus"•  DataXu"•  The Trade

Desk"

•  X+1"•  Triggit"•  RadiumOne"•  RunDSP"

•  Adx AdMeld"•  Yahoo Right

Media"•  OpenX"

•  Rubicon"•  PubMatic"•  PulsePoint"•  Casale"•  AppNexus"

Competitive Matrix 24

•  Complexity"•  Reliability"•  Transparency"•  Verification"

Ø Audience"Ø Viewability"Ø Fraud"Ø Brand Safety"

•  Attribution"Ø  Performance"Ø  Value"

25 Advanced topics in Programmatic Digital Media"

•  Efficiency "

•  Effectiveness"

Thank You"for your interest"

in programmatic digital media""

Questions and Comments?"

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