1. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Digital Cadets 13th July 2010 Section 1a – Introduction Training

2. © 2010 MediaMind Technologies Inc. | All rights reserved ▸ Third-party Ad Serving Basics ▸ MediaMind Offering ▸ What is Rich Media? Media Training – Part 1 - Agenda

3. © 2010 MediaMind Technologies Inc. | All rights reserved Third-party ad serving – The basics ▸ Third-Party Ad Serving is the technology that pushes ads onto a publisher’s website allowing the advertiser to track the performance of these ads. ▸ Why do advertisers rely on third party ad serving? Accountability Control Simplifying the process and bring all parties together Access to Rich Media

4. © 2010 MediaMind Technologies Inc. | All rights reserved Third-party ad serving – Challenges of Online Advertising Consumer Publisher Agency Advertiser Industry Challenges -Channel fragmentation -Technical complexity - Consumer ad blindness - Measurement difficulties - Global scope Industry Challenges -Channel fragmentation -Technical complexity - Consumer ad blindness - Measurement difficulties - Global scope Search Display Emerging Ad Networks Media Agency Creative Agency

5. © 2010 MediaMind Technologies Inc. | All rights reserved MediaMind – Changing the rules of engagement Consumer Publisher Agency Advertiser Search Display Emerging Ad Networks MediaMind - Reach - Impact - Relevancy - Accountability Media Agency Creative Agency

6. © 2010 MediaMind Technologies Inc. | All rights reserved Third-party ad serving – The Basics ▸ At its most basic, this is how it works: The agency works directly with the third-party ad server The agency uploads and traffics all the various ads into the ad server for the various publishers and placements The publisher, instead of setting up the ad creative in the publisher ad server, places a small piece of HTML code (A.K.A. “ad tag”) which comes from the third-party ad server. The third-party ad server is responsible for the delivery of the ad when it is called by the publisher website (find out more). The agency has 24/7/365 access to the third-party ad server to pull advanced reports to their likings (beyond clicks, impressions, CTR) and are all in one place (unified and consistent formatting). The agency is able to manage the campaigns (make sure they are live, optimisations, etc) in real time.

7. © 2010 MediaMind Technologies Inc. | All rights reserved What is Rich Media? ▸ Rich media usually refers to advertising that contains elements, such as animation or pull-down menus, that are more elaborate than found in common banner ads Step 1 Default Flash displays as page loads Up to 40k in size Default Flash Step 2 Rich Flash loads on top once page is downloaded Up to 300k in size Rich Flash Step 3 Rich Flash calls in Additional Asset if required Up to 10MB in size Additional Asset

8. © 2010 MediaMind Technologies Inc. | All rights reserved Ad examples