DIGITAL MEDIA CONFERENCE Trends and a Warning Mike Zaneis Vice President of Public Policy Interactive Advertising Bureau

p 2 INTERACTIVE = $24 BILLION / YEAR

Interactive is the ONLY Growing Display Media Sector Media SectorPercentage Change Television Media-9.7% Magazine Media-20.5% Newspaper Media-25.5% Internet (Display Ads Only)8.2% Radio Media-26.2% Outdoor-14.6% FSIs-0.2% Total-14.2% Percentage Change in Measured Ad Spending: 1Q 2009 Versus 1Q 2008 Source: “TNS Media Intelligence Reports U.S. Advertising Expenditures Declined 14.2 Percent First Quarter 2009,” TNS Media Intelligence Press Release, May 4, Note TNS does not track search advertising revenue. URL:

DIGITAL VIDEO p 4

MOBILE ADVERTISING p 5

TARGETED TV ADS p 6

PRIVACY AS PART OF THE PRODUCT p 7

A REGULATORY WARNING Congressman Rick Boucher, Chairman of the Internet Subcommittee: “[In my draft legislation] Opt-in applies where the information is conveyed to third parties. Opt-out would apply where the Website that collects the information is using that information directly to market the customers from whom it is collected.” Jon Leibowitz, Chairman of the Federal Trade Commission: “A day of reckoning may be fast approaching," he warned darkly. And he suggested that the FTC may have to use its subpoena authority to force companies to cough up information requested by the agency. p 8