Cross Platform Attribution Analysis at Scale

2 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. TV VIEWING DATA 2.3 million in-tab households Single-source match at the HH level Second x second data Nationally representative to TV HH Universe Footprint in top 190+ DMAs

3 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. SINGLE-SOURCE AT THE HOUSEHOLD LEVEL Retail Rx Auto CPG STB First Party Data Location-Based Online Exposure

4 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. SYNDICATED DATA PARTNERS MATCHING DIGITAL RETAIL CPG RX LOCATION AUTO Across platforms and verticals

5 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. PATENTED BLIND THIRD-PARTY MATCH VERTICAL/PLATFORMMATCHING ELEMENTS CPG, Auto, Retail, Rx, CRM Name and address from shopper cards, Auto registrations, credit card purchases, prescriptions, first party data Geo-Location Device ID’s – probabilistic match to Live Ramp Digital – Agency/DMP Live Ramp converts exposure logs from cookie pools, pixels, tags, etc. to name & address Digital - Comscore Comscore sends exposure logs from tags >> LR converts to IP address >>Experian converts to home address

6 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. MediaTRAnalytics SAAS Reporting Tool

7 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. Ratio of custom defined purchaser target rtg to Total U.S. rtg Discover the best media placements to reach a granular target Build targets based on brand preferences and purchasing habits Create targets based on viewing behavior Optimize R&F among networks, programs and dayparts to deliver the true target audience User controls the goals (budget, GRP, and frequency) True Target IndexOptimizer PLANNING CAPABILITIES

8 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. REPORTING CAPABILITIES REPORTDESCRIPTION Audience Retention Detail how every second of an ad was watched (Entire ad, Switch- away, FF, Jump-in) Reach and Frequency Provide R&F for an ad schedule for up to 12 targets Second by Second Ratings for each second of an individual program airing, including ads & promos Sales Uplift (ROI) Measure incremental sales impact of a TV ad campaign (CPG Only) Promo Conversion Detail percentage of HH exposed to promos and tuned into the program Viewer Segmentation Create demographic TV target based on H/M/L viewership to a network, program, daypart or custom, & identify programs also watched by HH w/ a similar demo profile

9 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. TOP INDEXING PROGRAMS BASED ON HEAVY DUNKIN DONUTS COFFEE BUYERS Source: Media TRAnalytics®, True Target Index (TTI) Report..

10 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. High Rating & High Concentration ABCCBSNBC Source: Tivo Research IDENTIFY PROGRAMS WITH HIGH INDICES AMONG PURCHASERS

11 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. Custom Analysis Use Cases

12 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. CUSTOM ANALYSIS USE CASES Campaign Impact on Purchase/Visitation Determine conversion lift for HH exposed to promos & bought the product/visited the store (online/offline) Incremental Purchase/Visitation Determine if store visitation/purchase increased after ad exposure XP Reach and Frequency Measure cross-platform R&F for ad campaign Media Attribution Evaluate which networks/programs drove the most conversion Audience Profile Identify programs Scandal viewers watch to inform promo planning CPG – Sales Lift Impact of TV ads on sales ($ Uplift, ROAS, $/Visit, R&F, Freq. Dist.) TV Tune-in Calculate conversion lift for HH exposed to promos & tuned into program

13 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. Case Study Examples

14 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. TV AND DIGITAL WORK TOGETHER Source: TiVo Research & Analytics custom study. TV drives lion’s share of impact due to scale Sales Uplift (All Exposed HHs)

15 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. DIFFERENT PLATFORMS MAXIMIZE ROI Source: TiVo Research & Analytics custom study. TV brings new customers. Digital secures sales from existing customers. Sales Uplift

16 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. TV STILL LEADING DRIVER TV Only Both Digital Only - % Uplift in Dollars % Uplift in Units Source: TiVo Research & Analytics custom study. Most HHs were exposed to TV only; still, unit and $ increases were higher in households exposed to both digital + TV ads % Exposures by Media (All Exposed HHs) % Uplift by Media

17 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. INCREMENTAL VISIT BEHAVIOR 20% 50% 15.1% 99% Confidence (+/- 1.67%) LCI TM Lift in store visits vs. Audience Matched Control due to advertising LCI TM incremental visits Exposed Unique Devices 35,652 Total people exposed Location Conversion Index (LCI TM ) Projected Incremental Visits = 300,000+

Total Households Live + 3 Day Viewing DIGITAL EXPOSURE PROVIDED GREATEST CONVERSION LIFT Conversion Lift % -29% +44% -29% +45% -29% Unexposed Exposed Unexposed Exposed Unexposed Exposed Unexposed Exposed Unexposed Exposed

19 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. Visitation Rate/Lift % Visitation Lift % 4% 15% 1% 31% 16% 20% Unexposed Exposed Visitation Rate % CUSTOM CREATIVE HAD THE GREATEST IMPACT ON VISITATION AND PERFORMED BETTER THAN STANDARD UNITS

20 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. $94MM LOSS IN COMBINED SALES FOR 11 BRANDS BHFIEAJNDKCGLMO

21 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. LOSS IN SALES EXCEEDS AD SPEND GAINS Average sales loss is nearly 3X the average decrease in ad spend $3.1 MM $8.6 MM Average difference in TV AD SPEND Average difference in SALES LOSS

22 | Confidential and Proprietary of TiVo Research. Do not copy or distribute. For discussion only. PRODUCT ROAD MAP Syndicated Ninth Decimal & Cardlytics Data --- MediaTRAnalytics Identify HH that visited specific stores or bought (offline/online) Determine network/programs with high concentrations of viewership from those HH TV Segments: Digital Targeting Working with digital DMP/DSP partners, provide ability to identify viewers of networks/programs for targeted digital campaigns TV Segments: Digital Attribution Working with digital DMP/DSP partners, provide ability to identify viewers exposed to linear TV ads for targeted digital campaigns

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