1. O NLINE A DVERTISING – T IME TO R ENEW THE F AITH A PRIL 1, 2009 Confidential & Proprietary - Not to be shared without written permission of OpenX Technologies, Inc.

2. 2 Confidential & Proprietary - OpenX Technologies, Inc. If you believe what you read… ….the sky is falling!

3. 3 Confidential & Proprietary - OpenX Technologies, Inc. But advertising has come through for us in the past! ….and will do so again!! Web 1.0 Web 2.0 Web 3.0? Pre-2000 Classic Display Paid Search Post-2000 Classic Display Paid Search 2003-2004 Classic Display Paid Search AdSense Ad Networks 2005-2008 Classic Display Paid Search AdSense Ad Networks Ad Exchanges Video Mobile Realizing Full Economic Value of 2.0 Audiences

4. 4 Confidential & Proprietary - OpenX Technologies, Inc. Massive value asymmetry today… Consumer Activity Economic Value $55.1B Globally in 2009 Source: JP Morgan (11/2008) Globally in 2009 All Else Search

5. 5 Confidential & Proprietary - OpenX Technologies, Inc. Why the gap? And, Advertisers struggle to reach their target customers... Explosion of Supply (70% growth in impressions over last 5 yrs.) (1) Explosion of Supply (70% growth in impressions over last 5 yrs.) (1) Fragmentation of Supply (300%+ growth in websites over last 5 yrs.) (2) Fragmentation of Supply (300%+ growth in websites over last 5 yrs.) (2) Ambiguous or invisible consumer intent Brand Association Concerns Business Model/Value Chain Complexity Source: (1)JP Morgan (11/2008) (2)Net Craft (2/2009)

6. 6 Confidential & Proprietary - OpenX Technologies, Inc. Solution #1…People, not just places Audience value increasingly important Audience value increasingly important Web-wide audience measurement Web-wide audience measurement Audience value increasingly important Audience value increasingly important Web-wide audience measurement Web-wide audience measurement

7. 7 Confidential & Proprietary - OpenX Technologies, Inc. Solution #2…Understand peoples interests and intent Basic Data (Demo, Geo, etc.) Basic Data (Demo, Geo, etc.) Rich Data (Behavior, Transaction, etc.) Rich Data (Behavior, Transaction, etc.) Basic Data (Demo, Geo, etc.) Basic Data (Demo, Geo, etc.) Rich Data (Behavior, Transaction, etc.) Rich Data (Behavior, Transaction, etc.)

8. 8 Confidential & Proprietary - OpenX Technologies, Inc. Solution #3…Audience Pooling business models BID $5.25 Autos Kite Boarding Home Loan Local Autos Travel Cameras Local Autos Home Loan Bicycles Travel Cameras BID $9.50BID $1.70 BID $0.80 Markets/Exchanges Ad Networks

9. 9 Confidential & Proprietary - OpenX Technologies, Inc. Solution #4…Deliver more relevant ads Targeted Targeted Personalized Personalized Customizable Customizable Targeted Targeted Personalized Personalized Customizable Customizable

10. 10 Confidential & Proprietary - OpenX Technologies, Inc. Solution #5…Better balanced advertising within user experience Search Non-Commercial Search Commercial Search Display (current form) Dynamic page structure Dynamic page structure Dynamic ad/edit ratio Dynamic ad/edit ratio Total page user experience Total page user experience Dynamic page structure Dynamic page structure Dynamic ad/edit ratio Dynamic ad/edit ratio Total page user experience Total page user experience

11. Display Ad Network #2 11 Confidential & Proprietary - OpenX Technologies, Inc. Solution #6…Allow for mass advertiser participation Search Display Ad Network #1 Display Ad Network #3 Display Portal #2 Display Portal #1 Display Portal #3 Display Ad Network #4 Display Ad Network #5 Display Ad Network #6

12. People, not just places Interests & Intent – beyond Context & Action Audience Pooling Business Models Ad Relevance Balanced Usability Mass-market Advertiser Participation In summary…what is needed 12 Confidential & Proprietary - OpenX Technologies, Inc.

13. Keep the faith!!! 13 Confidential & Proprietary - OpenX Technologies, Inc. "We are continually faced with a series of great opportunities brilliantly disguised as insoluble problems." -- John W. Gardner Therefore…2010-2011 will see a Renaissance Quality Quality Diversity Diversity Value Value …in online advertising

14. Thank You For Your Time