January 20, 2012 UK Specific Information Ad Choices AOL Advertising

UK Specific Information Page 2 It’s more than an icon AOL is committed to industry efforts and standards to provide consumers with a better understanding of and greater control over ads that are customised based on their online behaviour. We have implemented the icon, an enhanced notice that clearly informs consumers about data collection and usage, which organisation served the ad, where to find advertising policies, and how to turn off such advertising in the future.

UK Specific Information Page 3 Where will it appear? IAB guidance is to display the icon on all display advertising to promote awareness of consumer choices. It will appear on all display ads including rich media on our network.

UK Specific Information Page 4 How does it work? An icon will be displayed in the creative which expands to show “AdChoices” (other languages supported). Clicking the icon takes the user to the youronlinechoices.com website where the user is presented with additional information and the ability to opt-out of behavioural advertising on our network.

UK Specific Information Page 5 Why is this necessary? This is an industry wide initiative and as a member of the IAB and a participant on the IAB Behavioural Targeting Council, AOL has chosen to adopt this self- regulatory approach to raise consumer awareness and control.

UK Specific Information Page 6 When will this happen? The icon is already available for use by our network, there are a number of ways to implement it, from adding to the flash creative, an overlay on a standard creative or by using a third party provider. We have partnered with TRUSTe and Evidon for our third party providers but are happy to work with others.

UK Specific Information Page 7 Additional information AOL works with industry bodies to ensure we comply with all privacy initiatives. Participants are required to be compliant by 30 June If you require any additional information please contact Iain Croll, Product Manager,

UK Specific Information Page 8 Creative Execution The icon may not be less than 12 pixels by 12 pixels and should ideally always be 13x13 pixels. The approved font for this text is Arial Regular. The text colour can be black or grayscale. The minimum font size is 10 pixels. The recommended font size is 11 pixels, with -50 horizontal character tracking. UK English en AdChoices The container should be sized so that there are is at least 1 pixel of space around the Icon. Therefore, for a 13x13 pixels Icon and 11 pixels explanatory text, the height of the container should be 15 pixels. The width will vary according to the length of the explanatory text. In the Ad Marker’s rolled in state, the size of the container will be 17x15 pixels. The Ad Marker text should be placed at a minimum of 2 pixels to the left of the Icon and centered vertically. The recommended distance is 4 pixels. The container’s lower left corner should be rounded, with a radius of 8 pixels.

UK Specific Information Page 9 Creative Execution OBA Icon PANTONE: 632 CMYK: C=74 M=9 Y=15 K=01 RGB: R=0 G=174 B=205 HEX: 00AECD Grayscale: 30-.‐100% Text CMYK: C=0 M=0 Y=0 K=100 RGB: R=0 G=0 B=0 HEX: Grayscale: 30-.‐100% Container CMYK: C=19 M=15 Y=15 K=0 RGB: R=204 G=204 B=204 HEX: CCCCCC Grayscale: 20 Opacity: 60—90%; recommended value: 70% The icon will always be shown in the top right. The icon will initially show in the rolled- in state (icon only) and if a user hovers the mouse it will expand to show the text and icon (rolled-out). If the creative is expandable the icon showns only on the unexpanded state. If the rolled-out state takes up more than 10% of the creative then the rolled-in state can be retained with no expansion. The rolled-out state should never be wider then the creative.