PLANNING FOR THE VIEWABLE FUTURE iMedia Breakthrough Spotlight October 21, 2013

AGENDA Viewability overview Update on industry viewability initiatives Q&A and discussion

IN-IMAGE ADS For those of you who may not yet know GumGum…we’ve been delivering viewable impressions since we first introduced in-image ads in 2008. - high-impact display units overlaid on contextually relevant photos help brands create a relevant, engaging experience in-line with editorial content Deep understanding of what images are about Over 1000 premium publishers use our tech to monetize images, including US News & World Report, Fox News, USA Today Sports, Tribune/Zap2it, RantSports, Wetpaint, DailyBeast, RadarOnline Collectively reaching 218M UVs according to QuantCast

IN-SCREEN ADS In two weeks time we’ll officially announce the launch of In-Screen Ads, Expands GumGum’s reach beyond context and images Introducing audience targeting with BlueKai data Responsively designed to fit all screen sizes and mobile devices Because we believe our products are among the most viewable in the industry, we are proactively embracing it as a metric.

THE PROMISE Banners influence the attitudes of users because measurable advertising impressions can help build the brands being advertised. “ ” December, 1996

THE PROBLEM vCE Benchmarks – June 2013 Source: comScore validated CampaignEssential data 2012-13 Global

THE PROBLEM “ There's a lack of confidence on the part of lot of marketers…if no one is seeing the ad, it's wasted money. ” Susan Bidel Ads served, versus ads seen. digital media has not been directly comparable to legacy media because its measurement has not been based on the “opportunity to see.” Other media have this quality built-in. Television commercials are rendered on screens. Radio ads are broadcasted. This is not the case with digital media. Foundational technology has only measured if an ad has been served, not if it rendered on the screen fully enough and for long enough time for consumers to see it. “Half the money I spend on advertising is wasted. Trouble is, I don't know which half.” John Wannamaker July, 2013

THE PROBLEM $10,800,000,000 http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/ Forrester predicts display advertising is a $20B market in 2014

UNVIEWABLE IMPRESSIONS Below-the-fold impressions Unknown browsers Spiders and bots Automated impression generation tools Slow page loads and server latency

HOW DO WE GET THERE? Viewable Impressions Defined: 50% or more of the ad rendered on screen and is present for at least one second. A new metric for transacting on ads seen, not served. Foundational element of 3MS

HOW DO WE GET THERE? Making Measurement Make Sense (3MS) Lift MRC “Viewable Impression Advisory” Start transacting on viewable impressions 3MS Initiative Five-Part Digital Marketing Measurement Solution The five principles for creating digital measurement solutions, which will enhance digital media planning, assessment and comparison, are: #1 - Shift from a “served” to a “viewable” impression standard #2 - Introduce an online Gross Ratings Point metric, providing reach and frequency reporting of viewable impressions #3 - Implement a classification system and taxonomy for banner, rich media and streaming video ads #4 - Define, standardize and accredit metrics for view-through reporting and cumulative social activity #5 - Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies Emerging Innovations Task Force responsible for revising existing digital media measurement standards,

WHO GETS US THERE? Analytics Vendors Concerned Publishers 3MS Initiative Five-Part Digital Marketing Measurement Solution The five principles for creating digital measurement solutions, which will enhance digital media planning, assessment and comparison, are: #1 - Shift from a “served” to a “viewable” impression standard #2 - Introduce an online Gross Ratings Point metric, providing reach and frequency reporting of viewable impressions #3 - Implement a classification system and taxonomy for banner, rich media and streaming video ads #4 - Define, standardize and accredit metrics for view-through reporting and cumulative social activity #5 - Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies Emerging Innovations Task Force responsible for revising existing digital media measurement standards,

VIEWABILITY MATTERS $10.8B! Industry accountability Price integrity and value Accurate, cross-media measurability Required for more brand dollars to move to digital

RECOMMENDATIONS Stay informed at MeasurementNow.net Initiate dialogue within your organization Test with various vendors Be ready to change with the tide in 2014

THANK YOU Tony Winders tony@gumgum.com (310) 260-9666