1. Uri Ovadia Director of Customer Support, Amobee Support is a mission, not a position ( n.) the company defining mobile advertising

2. TermExplanations CDRsCharge Data Record – log files contain the request/impression/click information as generated by the ad server. Ad ServerA server that received the requests and per the information loaded by the CMS sends back Banner or “6203” CMSCampaign Management System – a UI enables customers to launch their campaigns DWHData Ware House which stored the CDRs Mongo Data-BaseData Base in used by the Ad-Server to enforce the rules as generated by the CMS AnalyticsA sub-system of the CMS enables to run Reports over the DWH Web TicketingA system, based on Kayako product, to record and handle Tickets open by Customers Terms

3. TermExplanations RequestA client (End User Mobile) request sent to Amobee ad server requesting for an ad (banner) ImpressionAn event in which the ad server is able to send the Client a banner, based the information provided in the request Fill RateNumber of Impressions divided by number of Impressions ClickAn event in which the end user click on the received banner (in case the banner is clickable) CTRNumber of Clicks divided by number of requests DistributionA process of sending the changes made in the CMS to the Ad Servers Terms (Cont.)

4. Protocol Names In order to process information submitted from a user device, various XML protocols were developed, some by Amobee and some by our partners. Protocol NameExplanation Adrequest/Adfetcher Gaprequest All 3 are types of requests for an ad sent to Amobee’s ad-server (Adfetcher was developed by Vodafone, gaprequest developed by Telefonica). Content In case there is a suitable ad to be returned to the device, a content request will be sent in order for the device to access the actual banner. Action page When a user clicks on the banner, an action page request is generated from the device to Amobee.

5. System Topology

6. Load Balancer Fire-Wall End User Device Application s Data-Base XMLXML XMLXML XML Meta- Data CMSS XML containing request information is sent XML is sent to the Ad Networks who in turn return a relevant ad according to the given XML information RTB (Module not yet fully implemented) RTB (Module not yet fully implemented) CMS will calculate an appropriate response according to the parsed XML file If additional information is required in order to determent the correct CMS response a the database is then searched If no suitable flight could be retrieved then a mediation search is conducted (this actually happen in parallel to normal CMS search) If no suitable flight could be retrieved then a mediation search is conducted (this actually happen in parallel to normal CMS search) Request is sent to the load balancer who will redirect it to an available ad server The request is filtered via a firewall to prevent subjecting the system to unwanted usage Ad Networks

7. Explanations 1. A user request is filtered through a Firewall to prevent malicious and potentially harmful behavior against Amobee servers. 2. The request then passes on to a Load Balancer – this is a machine dedicated to routing the request to the correct server, which is best suited to deal with it, taking into consideration mainly the current server load and it’s availability. Once on the server Applications, the request is being dissected in order to form an XML file which will contain all relevant request information, such as Device OS, Device location, referrer ect.. 3. The now, formatted XML file is passed simultaneously to an Amobee CMS server through the publisher hierarchy to select a proper ad (If available), and if required, more information is gathered and added to the XML using Amobee’s Data-Base, containing known users agents, recent IP numbers etc… 4. If more data is available, the Data-Base returns it to the application server for additional analysis, in order to determine the correct server response. 5. If no suitable flight ad is found, and the specific client uses Amobee’s Mediation service, then he request is diverted to the AFP/AFP-APAC server (and in parallel to the RTB server) to fetch a Mediation ad from an Ad Network using Amobee’s AFP service.

8. CMS  Also known as campaign management system  Flight and Ad space setup  Distributions process  What is Connecting between Ad Server and CMS  Viewing the CMS (Distribution Process)

9. How to send request to Ad Server ?  SDK  API Protocol – We support several kinds of protocols (Ad-Fetcher (VF), Ad-Request(Amobee), Gap-Request (TF))

10. Examples for incoming Requests  Ad fetcher - http://vfesprod.amobee.com/upsteed/adfetcherrequest?zoneId =1001.1&test=1&userid=helpdesk&ad-format=BannerXml-2.0 http://vfesprod.amobee.com/upsteed/adfetcherrequest?zoneId =1001.1&test=1&userid=helpdesk&ad-format=BannerXml-2.0  Gap-request - http://tfes- prod.amobee.com/upsteed/gaprequest?lpd=000000000000&ch= 010&as=1301&ua=Nokian73&ai=REQ_4496798401&ve=1&pr=0 101&t_bs=1011&ui=helpdesk&ac=2&pi=1100&mr=1 http://tfes- prod.amobee.com/upsteed/gaprequest?lpd=000000000000&ch= 010&as=1301&ua=Nokian73&ai=REQ_4496798401&ve=1&pr=0 101&t_bs=1011&ui=helpdesk&ac=2&pi=1100&mr=1  Ad request - will be shown after.  Test Page overview

11. Amobee/HTTP Status/Error Codes  We different varieties of status codes most of them rely on HTTP status codes.  http://support.google.com/webmasters/bin/answer.p y?hl=en&answer=40132 http://support.google.com/webmasters/bin/answer.p y?hl=en&answer=40132

12. Error numberError description 6401"Bad request" 6403"No Ad Space Found" 6406"Bad param X" 6407"Missing param" 6200"Status OK" 6203"No suitable Ads found“ (C 6204"Status OK, but writing CDR failed" 6500"Internal server Error" 6501“Handle request failed due to internal Server Error" Amobee/HTTP Status/Error Codes (Cont.)

13. HTTP Status CodesDescriptionDescription Details 200status ok 302Moved temporarilyThe server is currently responding to the request with a page from a different location, but the requestor should continue to use the original location for future requests. 400Error parsing the RequestRequest not understood by server, due to mail code syntax 404URL ProblemServer has not found anything matching the requested URL 500Server Internal ErrorAn error while processing the request by the server 503Server Internal ErrorServer unable to handle request due to a temporary overloading or maintenance Amobee/HTTP Status/Error Codes (Cont.)

14. Access Log Example Impression: [08/Jun/2012:07:34:42 +0100] 172.30.21.61 - HTTP/1.1 GET /upsteed/wap/adrequest ?u=MTMyNDcxMjk5NjY1LjI4LjcxLjg2NjY5&ua=Mozilla%252f5.0%2520% 28iPhone%253b%2520CPU%2520iPhone%2520OS%25205_1_1%2520 like%2520Mac%2520OS%2520X%29%2520AppleWebKit%252f534.46 %2520%28KHTML%2C%2520like%2520Gecko%29%2520Version%252 f5.1%2520Mobile%252f9B206%2520Safari%252f7534.48.3&kw=all+me n%7Cmediation%7Cnuts&i=24.31.253.63&country=US&placement=1&m u=xhtml&format=mobilebanner&isu=true&category=11524&op-mp- call=true&op-mp-orig-latency=350&op-mp-orig-pub-to=2050 Mozilla%2f5.0%20(iPhone%3b%20CPU%20iPhone%20OS%205_1_1% 20like%20Mac%20OS%20X)%20AppleWebKit%2f534.46%20(KHTML, %20like%20Gecko)%20Version%2f5.1%20Mobile%2f9B206%20Safari% 2f7534.48.3 - 200 360 6200 SE [1001318] [1001319] 172.30.21.133 InMobi

15. [08/Jun/2012:07:00:31 +0100] 172.30.21.167 - HTTP/1.1 GET /upsteed/actionpage ?as=10039&t=1339133147759&h=26524&pl=1&u=e4ef28ff8e16274cfa29bf347f874348&isu= true&rid=674bcff0-b12a-11e1-b403- 441ea14dae60&i=109.42.199.106&acc=1000004&monitor=0&a=2667790 Mozilla/5.0 (Linux; U; Android 4.0.3; de-de; HTC_One_V Build/IML74K) AppleWebKit/534.30 (KHTML, like Gecko) Version/4.0 Mobile Safari/534.30 - 302 3 6302 SE [2667781] [2667790] 109.42.199.106 Click

16. CDR  Every Request/Click generate CDR.  CDR Structure in CSV  flight ad id  server time  user id  ad space external id  client request time  event id  user agent  placement  view duration  location  country  operator  partner id  user attributes - separated by pipe  account id  request unique id  price ( in case of RTB)  mediation used flag  statistic used flag

17.  2624425,08-06-2012 07:59:59.979,"E5nUOypwQITA2FKPq7uYTkqhbBc","Symbian_chat_scre en",08-06-2012 08:00:00.210,2,"Nokia5233/12.1.092 (SymbianOS/9.4; U; Series60/5.0; Mozilla/5.0; Profile/MIDP-2.1 Configuration/CLDC-1.1) AppleWebKit/413 (KHTML,like Gecko) Safari/413",1,0,"","IN","Airtel","","|2295639=IN|2295638=Airtel|",2294301,2 e83bbb0-b12f-11e1-a917-d8d385e1babc,"",0,"0","","" Example for CDR

18. Nagios Alerts  FAE – App DBA – DB IT- multiple alerts  Check Disk Alert: indicate that there might be space issue since the hard drive is almost full.  Usually in alert description you will see the problematic drive/path that is almost full.  Example (show Multiple check disks warning alerts in NJ application servers under presentation directory)

19. Nagios Graph Indicates system behavior with delay. Nagios – Graph overview

20. CDR2BI Alert  Process that moves hourly CDR’s from one location to another in order to allow DBA team to load the CDR’S into our DWH for CMS reports.  We backup CDR’S on daily basis – since this is our recite for the customer that service was done.  Among other backups, CDR’s backups are one of our main reasons for check disks alerts.  All the CDR’s are stored in final phase in Israel by using a daily process that downloads from all sites the zipped logs in order to have more HD space in our servers abroad.

21.  Please check if we receive any incoming request from the customer. If we see no incoming requests in the graph – alert indicates a normal behavior.  See incoming requests in graph:  Contact FAE to check that the CDR2BI process is working and FAE will verify with DBA that CDR’s are loaded as needed to DWH. CDR2BI Alert (Cont.):

23. (n.) the company defining mobile advertising. For more information, go to www.amobee.comwww.amobee.com