1. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved August 2010 Analytics V4

2. © 2010 MediaMind Technologies Inc. | All rights reserved Conversion Data Settings

3. © 2010 MediaMind Technologies Inc. | All rights reserved Conversion Data Settings ▸ New Settings for Conversion Tags on the advertiser level: Conversion Reports Conversion Attribution Settings Performance by Frequency Conversion Attribution Settings Path Length

4. © 2010 MediaMind Technologies Inc. | All rights reserved Cookie Window Enhancements ▸ What is a Cookie Window? ▸ It is the predefined number of days considered before a user conversion, during which user actions (impressions and clicks) are counted. ▸ Separate cookie window settings for impressions and clicks. The Number of Events: For Cookie Window 1: 1 impression, 1 click For Cookie Window 2: 2 impressions, 2 clicks * Same cookie window for impressions and clicks Cookie Window 2 * Impression Cookie Window 1 * Click ImpressionConversion

5. © 2010 MediaMind Technologies Inc. | All rights reserved Cookie Window Enhancements (cont) ▸ Improved and flexible cookie window functionality providing you with better analysis based on your needs. ▸ Now configurable per advertiser Today: The cookie window could be defined on the account level only – for all advertisers in the account. V4: Different cookie windows for clicks and impressions can be set up for different advertisers within the same agency. ▸ Flexible window Today: 7, 15, 30, 45, 60 and 90 days V4: Cookie windows can be set up to be anything between 1 and 90 days.

6. © 2010 MediaMind Technologies Inc. | All rights reserved Conversion Attribution Model ▸ Today: The conversion is attributed to the last event on the path to conversion (impression or click). ▸ V4: We now have 3 options: ▸ The Attribution model can be defined per specific advertiser. 1. Last Event (Impression or Click)– Attributes the conversion to the last event (impression or click) on the path to conversion. * Note: This is the default option – and the same/only option that existed before today. 2. Click over Impression– Attributes the conversion to the last click on the path to conversion. If no clicks occurred, the conversion is attributed to the last impression on the path to conversion. 3. Last click (disregard impressions)– Attributes the conversion to the last click on the path to conversion. If no clicks occurred, no conversion is counted.

7. © 2010 MediaMind Technologies Inc. | All rights reserved Conversion Attribution Model (cont.) ▸ Conversion attribution for the following paths:

8. © 2010 MediaMind Technologies Inc. | All rights reserved Cookie Window and Attribution Model Setup ▸ Set the cookie window and the attribution model in the Conversion Data Settings sub-tab. ▸ All changes will take effect within 24 hours. ▸ Ask your MediaMind AM to set up multiple groups of cookie window/attribution model combinations per advertiser. ▸ The selected group will be the default group when creating reports. Cookie Window and Attribution Model groups ▸ Every addition, removal or editing of a group requires up to 24 hours to take effect. Switching groups will take affect immediately. ▸ The report shows data aggregated for the selected cookie window, but data is collected for the full 90-day maximum cookie window setting.

9. © 2010 MediaMind Technologies Inc. | All rights reserved Cookie Window and Attribution Model (cont.) ▸ Found in: ▸ Online reports: ▸ Campaign Summary ▸ Conversion reports ▸ Channel connect for search reports ▸ Performance by Frequency ▸ ROI Summary ▸ Custom Report Builder ▸ Excel Plug-in ▸ Permissions: ▸ Users can select the default group and edit existing groups. ▸ Only MediaMind AMs can add or remove groups.

10. © 2010 MediaMind Technologies Inc. | All rights reserved Selecting the Cookie Window and Attribution Model ▸ When creating conversion reports - for advertisers with more than one enabled conversion attribution model group, you can select a group from the list and run the report. ▸ Available in online reports and in the CRB.

11. © 2010 MediaMind Technologies Inc. | All rights reserved Performance by Frequency Report – Cookie Window and Attribution Model ▸ Define cookie window settings and the conversion attribution model for Performance by Frequency report. ▸ Define settings per advertiser ▸ Changing these settings affect data collection and representation in the report. Data collection begins from the point of change onwards. Note: Conversions calculated based on previous conversion attribution settings will be included in the data. ▸ Permissions: These settings can be edited by MediaMind AM's only.

12. © 2010 MediaMind Technologies Inc. | All rights reserved Path Length ▸ Sets the number of events to count on the path to conversion. Events include impressions, clicks (for display and search campaigns). ▸ Motivation: Providing more extensive analysis. ▸ Mostly affects Channel Connect for Search (CC4S) accounts. TodayV4 Only five events are countedCollection of 5, 10 or up to 100 events within a defined time period (up to 1 year) Configurable on the account level only Configurable on account and advertiser levels

13. © 2010 MediaMind Technologies Inc. | All rights reserved ▸ Use the Expiration Date to limit the time period for collecting more than 10 events. The maximum time period is one year. ▸ The path length will automatically go back to 10 events once the expiration date has passed. Path Length (cont.) ▸ Setup is in the advertiser's Conversion Data Settings. ▸ Additional charges apply for more than 10 events. ▸ Data will be collected from the point of changing the settings onwards. ▸ Changing the settings is available for MediaMind AM's only

14. © 2010 MediaMind Technologies Inc. | All rights reserved Path Length (cont.) ▸ When creating the report, select a path length (up to a maximum that was defined on the advertiser level). This setting affects only the report results, and not the advertiser settings.

15. © 2010 MediaMind Technologies Inc. | All rights reserved Path Length (cont.) ▸ Events on the path to conversion appear in the Path to Conversion by Channel report. ▸ The maximum number of events that can appear is defined in the advertiser's Path Length settings.

16. © 2010 MediaMind Technologies Inc. | All rights reserved Path Length (cont.) ▸ Found in: 1. Conversion reports 2. Path to Conversion reports 3. Path to Conversion by Ad Group (off-the-shelf report) 4. Path to Conversion raw data reports (off-the-shelf) Conversion Attribution Model = Last Click Path Length = 2 Conversion = 0 Path Length2 = 3 Conversion = 1 Path = 3 Click Path = 2 Impression Conversion t

17. © 2010 MediaMind Technologies Inc. | All rights reserved Visibility Metrics

18. © 2010 MediaMind Technologies Inc. | All rights reserved Visibility Metrics ▸ Visible: Above the fold impressions plus impressions that were seen via scroll- downs below the fold. ▸ Objective: To best evaluate your media buy. ▸ How? For each impression, check whether it was visible. Above the fold Below the fold

19. © 2010 MediaMind Technologies Inc. | All rights reserved Visibility Metrics (cont.) ▸ Three new visibility metrics are available in the Delivery Report, Custom Report Builder, and Campaign Summary: * In some cases it is not possible to know whether ads were visible or not. For example, when serving ads to IFrames. 1. Visible Impressions– The number of impressions served above the fold and/or viewed (partially or fully) below the fold by way of scrolling down. 2. Visible Impressions Rate– The percent of impressions viewed out of the measured impressions for visibility evaluation proposes. 3. Recordable Impressions Rate– The percent of impressions successfully* recorded for visibility evaluation purposes out of served impressions.

20. © 2010 MediaMind Technologies Inc. | All rights reserved Visibility Metrics (cont.) Number of recorded impressions=500,000 Visible impression rate = 100,000/500,000

21. © 2010 MediaMind Technologies Inc. | All rights reserved Visibility Metrics – Important Notes ▸ Found in Delivery Summary report, Campaign Summary, CRB (up to the ad level). ▸ We collect visible data for all ad formats excluding the following: In-Game, In-Stream, Mobile, Tracking pixel, Pop up banners, Window ads and ads that are served in IM applications or Iframe tags.

22. © 2010 MediaMind Technologies Inc. | All rights reserved Visibility Metrics – Important Notes ▸ The Visibility metrics entail additional costs for clients. ▸ We do not collect the data automatically. ▸ The data will start being collected 24 hours after being enabled.

23. © 2010 MediaMind Technologies Inc. | All rights reserved Frequency Enhancements

24. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Frequency Enhancements – 4 New Metrics ▸ 4 New Frequency Metrics ▸ Found in: Online reports, Campaign Summary 1. Unique at Frequency Level– The number of unique users who reached the indicated frequency of viewed impressions. 2. Total Impressions to Frequency– The sum of impressions viewed up to the indicated frequency for all users. 3. Total Conversions to Frequency – The sum of conversions recorded up to the indicated frequency for all users. 4. Conversion Rate to Frequency – The percent of "Total Conversions to Frequency" out of "Total Impressions to Frequency.

25. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Frequency Enhancements – 4 New Metrics (cont.) ▸ Click

26. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Frequency Enhancements – New Frequencies and Buckets ▸ An enhanced Performance by Frequency Report displays data regarding the frequency of impressions by unique users. ▸ A more detailed frequency breakdown offers data on the following levels: Placement level LevelFrequencies Listed Today V4 Campaign / SiteEach frequency is listed for frequencies 1-5 Above 6: 6 + Each frequency is listed for frequencies 1-30 Buckets: 31-40 41-50 51-70 71-100 101+ Placement / AdEach frequency is listed for frequencies 1-10 Above 10: 11+

27. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Frequency Enhancements – New Frequencies and Buckets (cont.) ▸ A report example: Placement level

28. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Frequency Enhancements – Dwell Rate ▸ The Dwell Rate metric has been added to the Performance by Frequency report. ▸ This provides the optimal frequency for dwell rate, and accordingly defines the frequency strategy. Dwell Rate - The ratio between the number of times an impression was dwelled upon (all instances where the users engaged with impressions), and the number of Served Impressions.

29. www.mediamind.com © 2010 MediaMind Technologies Inc. | All rights reserved Thank You!