Beyond the Last Ad Young-Bean Song Atlas Institute February 12, 2008

3 © 2007 Atlas—All rights reserved. Conversion Attribution The “Last Ad” Standard –Last Ad Clicked –Last Ad Viewed $ $ $ ? $ Converters $ Search Google Banner Yahoo Rich Media & Sponsorship MSN Banner CNet Banner Sky Sports The Reality Campaigns reach consumers multiple times, across multiple channels, over extended periods of time

4 © 2007 Atlas—All rights reserved. Cross Channel Synergy

5 © 2007 Atlas—All rights reserved. Conversion Rate Comparison The impact of reaching users across search and display

6 © 2007 Atlas—All rights reserved. Cross Site Duplication

7 © 2007 Atlas—All rights reserved. The reality of cross site duplication Yahoo MSN Cnet DrivePM Ad.com Yahoo MSN CNet Ad.com DrivePM Duplication Atlas Institute 1/3 reach of a campaign is to users across multiple sites 2/3 of converters come from users reached across sites Frequency of overlapped consumers is 4 times greater

8 © 2007 Atlas—All rights reserved. The Navigational Nature of Search

9 © 2007 Atlas—All rights reserved. Sponsored Search Ads Mostly Navigational Non- BrandedBrandedTotal First Visit29.0%22.7%51.7% Repeat Visit11.4%36.9%48.3% Total40.4%59.6%100.0% 71% of Sponsored Search Clicks are Navigational

10 © 2007 Atlas—All rights reserved. A Better Model for Conversion Attribution

11 © 2007 Atlas—All rights reserved. C * Frequency * Ad Size * Rich Media * Recency Conversion Attribution = Mapping Engagement and Conversions ╬╬╬ ╬ * Daypart * Order * Targeted * Interactions

12 © 2007 Atlas—All rights reserved. Making the New Standard Actionable Yahoo has 15% more conversions Customize the impact of each of these variables: + Reach + Frequency + Recency + Ad Size + Ad Type + Rich Media Interactions + Multiple Click Throughs New conversion metrics are calculated and available in media reporting Enabling quick and easy multi-variable optimization across channels

Questions? Young-Bean Song February 12, 2008