3 rd Party Ad Serving POV What’s the F’ing Difference?

Outline Slide Introduction Introduction A List of Variables A List of Variables Hot Points Hot Points DART DART R & F R & F Highlights Highlights Atlas Atlas R & F R & F Highlights Highlights Bluestreak Bluestreak WARNING! WARNING! R & F R & F Highlights Highlights Mojo Mojo R & F R & F Highlights Highlights Price Comparison Price Comparison Recommendation Recommendation

Introduction This project was started using the original 3 rd Party Ad Serving POV as a template. This project was started using the original 3 rd Party Ad Serving POV as a template. Validity of data was confirmed by vendors. Validity of data was confirmed by vendors. Documents available on the N drive include: Documents available on the N drive include: Power Point Deck Power Point Deck Word Document containing complete POV Word Document containing complete POV Spreadsheet comparing reach and frequency and targeting capabilities. Spreadsheet comparing reach and frequency and targeting capabilities.

A List of Variables Background of company Background of company Targeting Targeting Planning tool Planning tool Methodology Methodology Optimization tool Optimization tool Reporting Reporting Ease of use Ease of use Pricing Pricing

Hot Points The focus will be on reach and frequency reporting capabilities and ease of use. The focus will be on reach and frequency reporting capabilities and ease of use. Other points of interest will be highlighted. Other points of interest will be highlighted. Other points of interest can be found in the POV document. Other points of interest can be found in the POV document.

DoubleClick DART – Reach & Frequency Reach and Frequency reporting capabilities are lacking, in comparison to other vendors. Reach and Frequency reporting capabilities are lacking, in comparison to other vendors. Reach reports are available at Campaign, Site & Placement levels either cumulatively or monthly. Reach reports are available at Campaign, Site & Placement levels either cumulatively or monthly. Frequency reports are available at Campaign & Placement levels. Frequency reports are available at Campaign & Placement levels. R&F reports are not available in custom date ranges. R&F reports are not available in custom date ranges. Keep in mind that many custom reports are available. Please analyze your clients’ objectives and contact our Account Director for creative solutions. Keep in mind that many custom reports are available. Please analyze your clients’ objectives and contact our Account Director for creative solutions.

DoubleClick DART - Highlights The Platinum support service has been invaluable. The Platinum support service has been invaluable. Frequency to conversion, cross site duplication, & time lag to conversion reports are available for an incremental fee through the user interface, as opposed to being custom reports. Frequency to conversion, cross site duplication, & time lag to conversion reports are available for an incremental fee through the user interface, as opposed to being custom reports. In the upcoming weeks we will be querying the group regarding the value the above reports may hold. In the upcoming weeks we will be querying the group regarding the value the above reports may hold. Upon completion of that review negotiation of overall fee will take place with DoubleClick. Upon completion of that review negotiation of overall fee will take place with DoubleClick.

Atlas DMT – Reach & Frequency Reach & frequency reports are available at the advertiser, brand & campaign level in custom date ranges for no incremental fee. Reach & frequency reports are available at the advertiser, brand & campaign level in custom date ranges for no incremental fee. Reach & frequency reports are available at the site, placement and creative levels for an incremental fee. These reports are available within an OLAP product. Reach & frequency reports are available at the site, placement and creative levels for an incremental fee. These reports are available within an OLAP product.

Atlas DMT - Highlights Vital Signs is a flexible OLAP tool for which there is an incremental charge. This tool can track such things as customer drop off, sales analysis & website penetration. Vital Signs is a flexible OLAP tool for which there is an incremental charge. This tool can track such things as customer drop off, sales analysis & website penetration. Atlas’ planning tool comes with a proprietary reach and frequency tool. Atlas’ planning tool comes with a proprietary reach and frequency tool. Within the user interface creative units can be downloaded en masse. This is a timesaving feature. Within the user interface creative units can be downloaded en masse. This is a timesaving feature. Yahoo accepts rich media tags from Atlas. Yahoo accepts rich media tags from Atlas. Atlas has partnered with Dynamic Logic to offer Universal tag technology. Atlas has partnered with Dynamic Logic to offer Universal tag technology.

Bluestreak – WARNING! Recently Bluestreak underwent a complete collapse of ad serving capabilities for at least 8 hours. Recently Bluestreak underwent a complete collapse of ad serving capabilities for at least 8 hours. It is for this reason that I strongly recommend not using their product. It is for this reason that I strongly recommend not using their product.

Bluestreak – Reach & Frequency Reach and frequency reports will be available at the campaign, site, placement & creative levels, within custom date ranges, including conversion data for no incremental fee, with the release of Ion 4.0 no later than April of this year. Reach and frequency reports will be available at the campaign, site, placement & creative levels, within custom date ranges, including conversion data for no incremental fee, with the release of Ion 4.0 no later than April of this year.

Bluestreak - Highlights Bluestreak will not charge us for invoices that total less than $ Bluestreak will not charge us for invoices that total less than $ Bluestreak has the most advanced and easiest to use Flash tracking capability. Bluestreak has the most advanced and easiest to use Flash tracking capability. The user interface is inefficient. The user interface is inefficient.

Mojo – Reach & Frequency Mojo offers reach and frequency data within custom date ranges at a campaign, site, placement and creative level. Mojo offers reach and frequency data within custom date ranges at a campaign, site, placement and creative level.

Mojo - Highlights Time lag to conversion reports are available for no incremental fee. Time lag to conversion reports are available for no incremental fee. eBusiness Messaging is a product that allows for direct streaming of new images or text into already running creative. This is available for an incremental fee. eBusiness Messaging is a product that allows for direct streaming of new images or text into already running creative. This is available for an incremental fee. Creative changes happen in real time. Creative changes happen in real time.

Poindexter - Background Poindexter’s ad serving product was created as the rational next step to their media optimization tool. It is not as advanced as the first three products. Poindexter’s ad serving product was created as the rational next step to their media optimization tool. It is not as advanced as the first three products. Reach & frequency data cannot be collected through Poindexter unless we provide planning data. Reach & frequency data cannot be collected through Poindexter unless we provide planning data.

Comparison of Tier-Based CPM’s *Based on current contract. **Based on current test agreement, includes advanced reach and frequency reporting, but not Vital Signs. ***Does not include incremental costs. **** Based on vendor quote. CPM (Cost per 1,000 imps served.)

Recommendation Find a small client with varied objectives to test Atlas DMT. Find a small client with varied objectives to test Atlas DMT. Bluestreak’s ad server performance will be monitored closely. Do not use Bluestreak until we’ve assessed that they’ve fixed their server problems. Bluestreak’s ad server performance will be monitored closely. Do not use Bluestreak until we’ve assessed that they’ve fixed their server problems. Analyze client objectives before traffic process begins and press DoubleClick DART for suitable solutions. Analyze client objectives before traffic process begins and press DoubleClick DART for suitable solutions.

The Future POV will go through quarterly reviews. POV will go through quarterly reviews. Next quarter look forward to: Next quarter look forward to: FastClick’s AdServer FastClick’s AdServer Data transfer capabilities Data transfer capabilities If there is anything else you’d like to see in this POV, please let me know. If there is anything else you’d like to see in this POV, please let me know.