Mediative PERFORMANCE DISPLAY

1. Mediative PERFORMANCE DISPLAY

2. AGENDA MEDIATIVE PERFORMANCE DISPLAY PRODUCT • What is the market growth? ($) • Mediative Display & Definition of Performance • What is the Product & What are the Product Features • The Product Staircase • Campaign Delivery Business Rules • The Reports • Billing Rules • Exceptions and Escalation Process

3. THE PROGRAMMATIC/RTB MARKET STRONG GROWTH IN CANADA THOUGH TO 2017 Strong & consistent growth in Canada is driven by attractive CPMs and the evolution of programmatic direct buys. Programmatic direct will fuel a significant amount of the industry growth in Canada. 2017: $258.2M45.0% Growth Year-over-Year. 2016: $178.0M49.2% Growth Year-over-Year. 2015: $119.3M.46.0% Growth Year-over-Year • 2014: $81.7M47.5% Growth Year-over-Year Source: eMarketer, 2014

4. MEDIATIVE’S USP = PERFORMANCE

5. 2 TYPES OF DISPLAY CAMPAIGNS 1 BRANDING & AWARENESS 2 PERFORMANCE Leveraging data targeting is incorporated into both Mediative’s Brand Awareness & Mediative’s Performance Campaigns.

6. WHAT IS PERFORMANCE? PERFORMANCE IS CONVERSIONS • “Media buyers buy on CPM, CPC, or DealID; but they cancel on CPA” • Jennifer Dunn • Regardless of the how the media is purchased, the most determining factor of the success of a performance campaign is the cost per conversion.

7. WHAT IS PERFORMANCE? PERFORMANCE IS CONVERSIONS • “Conversion campaigns rely on having the right impression land on the right user.  In short, performance campaigns are led by the first data-fuelled impression to land on the correct user – not the last click standing.” • John Fanous

8. WHAT IS A CONVERSION? • Conversions: a measurable on-site engagement action completed by a site visitor that directly correlates to a measurable business KPI. • (EX: lead form completion, e-commerce transaction)

9. OPTIMIZATION FOR CONVERSIONSCLICKS ≠ CONVERSIONS IN ALL CASES Optimizing for clicks consider the quantity of the visitor versus optimization for conversions is focused on the quality of the visitor.

10. OPTIMIZATION FOR CONVERSIONSCLICKS ≠ CONVERSIONS IN ALL CASES • The vast majority of research indicates that conversions and clicks are not correlated. • comScore research states that only 16% of consumers will click on ads • 8% of consumers account for 85% of all clicks. • Studies by Nielsen indicate that there is virtually no correlation between clicks and brand metrics or offline sales. • A case study by Rocket Fuel found that only 1% of total revenue generated from an online campaign came from post click conversions. Note: Conversion results need to include BOTH post click&post view conversions to track the full value to the display advertising.

11. OPTIMIZATION FOR CONVERSIONSINCREASING CPM/CPC LEADS TO DECREASED CPA Higher CPC = higher quality visitor = higher likelihood to convert = more conversions = lower CPA

12. Mediative PERFORMANCE DISPLAY What Is It? • The Performance Display product is designed to optimize display campaigns against a set of on-site conversion objectives related to business KPIs.

13. GET ACTIONMEDIATIVE PERFORMANC DISPLAY SOLUTIONS Drive Conversions from your display advertising maximizing returns from current and new audience opportunities.

14. COMPETITIVE ASSESSMENTFULL-SERVICE PERFORMANCE COMPANIES Key Takeaways: Majority of competitors leverage CPM-based pricing – not a single competitor that was secret shopped mentioned a CPC pricing model. Majority of competitors leverage 3rd Party Data with only a few having 1st Party Data Competitors place their technological capabilities (DMP & DSP) front and center with a human team of analysts to monitor, report, and adjust strategy Competitors heavily leverage lookalike targeting capabilities to drive performance. Competitors provide detailed reporting w/ commentary and recommendations Competitive analysis table in available in excel format for more detailed review

15. Mediative PERFORMANCE DISPLAY OUR UNIQUE SELLING PROPOSITION • Mediative will become a consultative, strategic partner; developing strategy-driven, rigorous optimization programs aimed at delivering quantifiable results. Our first party data and strategic approach to the purchase and bidding for impression inventory ensures that Mediative is able to place your ad in front of the right user in the right context with the an intent to purchase. • Our targeting and optimization processes ensures that the ad impressions your ad receives initiates, influences and ultimately drives conversions.

16. PERFORMANCE DISPLAY: WHAT YOU GET 1 Media Strategy & Planning: Identification of channels, audiences and the overall approach required to drive towards an advertiser’s business objectives. 2 Custom-Built, Dynamic Lookalike Modelling: Creation of profiles of converting user segments on your website and pattern matching that audience against the entire web ecosystem; delivering ads to those individuals using RTB technology. 3 Media Buying: Mediative will execute your campaign against the aforementioned media plan 4 • Campaign Management & Optimization: On-going evaluation of the campaigns performance and altering of the campaign settings, budget distribution across tactics or channels, and updates to the campaign strategy to maximize performance. 5 Reporting and Insights : Regular reporting of campaign metrics and optimization tactics and insights as to the customer profile and audience make up.

17. REPORTING – GET ACTION PERFORMANCE SUMMARY BY TACTIC & LINE ITEM INSIGHTS INTO CAMPAIGN PERFORMANCE BY AD COPY, AD SIZE, NETWORK, & AD POSITION INSIGHTS INTO CAMPAIGN PERFORMANCE BY TIME OF DAY, DAY OF WEEK, GEOGRAPHY PERFORMANCE TREND ANALYSIS

18. HOW IT WORKSOUR PROCESS & TECHNOLOGY TECHNOLOGY GAP PROPOSED FUTURE STATE 1 Conversions Tags are placed on all pages of the client’s site 2 Custom Audiences are created in Mediative’s Data Management Platform Custom Audiences 3 Audiences are evaluated using signal analysis to identify common traits between customers who have converted. Custom audiences are created. Lookalike modelling is leveraged to identify other users who demonstrate similar behavioural characteristics 4 Mediative’s DSP Targets those users in real time and bids for those specific impressions. 5 Mediative’s RTB algorithms learn which audiences, ad copy and campaign setting combinations are most effective at driving conversions and optimizes campaign delivery against those settings. Lookalike Targeting

19. PRODUCT STAIRCASE INTERNAL USE ONLY

20. WHAT THIS DOES NOT INCLUDE INTERNAL USE ONLY • Guaranteed CPA or Volume of Conversions • CPC Campaigns (CPC is decidedly not performance) • HyLoMo (Version 1) • PPC Advertising (Search) • Social Media Advertising (Version 1) • Ad Creative Development • Site Specific Reporting • Video Ads or In-Stream Video Ads • Call-Tracking, Social Media Audience Acquisition, Downloads, or qualitative conversion metrics cannot be supported.

21. BUSINESS RULESHOW DO WE EXECUTE PERFORMANCE CAMPAIGNS? INTERNAL USE ONLY • Client must allow Mediative to effectively add tags to their site to allow for audience modelling and performance to be tracked. • Tracking Pixels will need to be placed on the client site and validated prior to campaign launch. This process will have a direct impact on the lead time required to launch the campaigns. • If no tags are able to be put in place, we will need to adjust to sell a Branding or Behavioural Campaigns • Client’s site should have a minimum of 40,000 unique visitors per month for Performance Campaigns; otherwise PPC or SEO may be of more value to the client for driving a direct response campaigns. • Campaigns should be run for a minimum duration of 30 days for net new campaigns. • An initial testing period for data collection could last for up to 2 weeks prior to campaign launch. • Campaign objectives must be provided to campaign managers in the campaign checklist document. • The campaign checklist document must be provided with the opportunity reaching 75% in SalesForce. If no checklist has been completed & approved, no IO can be generated. • Conversions must include post click and post view impressions

22. BUSINESS RULESHOW DO WE EXECUTE PERFORMANCE CAMPAIGNS? INTERNAL USE ONLY • Campaigns will typically launch within 10 business days after contract has closed. • All ad copy should be provided to Mediative no less than 48 hours prior to campaign launch. • Campaigns will run on Google DoubleClick Bid Manager (DBM) for the desktop campaigns. • Mediative can provide landing pages and ad creative as add-ons to almost all packages. • Additional ad copy can be added to the campaign (48hrs turnaround SLA) • Ad copy should be named with a specific theme or call-to-action should multiple ad variations be used so that ad performance can be analyzed. • Campaign reporting will be delivered on a bi-weekly basis without commentary. • Final reporting will be delivered within 5 business days of the campaign end date and will include commentary and future campaign recommendations. • Commentary will be a joint effort between the campaign manager and sales rep. • Should conversions still be occurring within the 5 day period, the report may be delayed to capture the full value of the conversions driven from the campaign. • Bonus impressions/’make goods’ must be approved by Finance.

23. DISPLAY FOR PERFORMANCEPRODUCT ROADMAP • VERSION 1.0 • Manual optimization with automated reporting and strandardized business fules & workflows • VERSION 1.1 • Increased Automation & Supported Conversions • VERSION 2.0 • Machine Learning • VERSION 2.1 • Cross-Channel Performance • VERSION 2.2 • Best-in-Class Solution June 2014 Aug 2014 TBD Per Paul Ryan’s Plans 2015 • PRODUCT HIGHLIGHTS • Lead Generation & E-Commerce Conversion Optimization • Standardized, Operations Workflows • Automated Performance Reporting • Desktop Performance Programmatic/RTB • PRODUCT HIGHLIGHTS • Adding in Call Tracking, Conversion Optimization • Look-a-like reporting & Basic Modelling • On-demand Client-facing reporting • Site blacklist database • Dynamic Ad Creative • PRODUCT HIGHLIGHTS • Dynamic Audience Development & Integration into DSP • Increased Optimization Automation & Process Workflows • Machine Learning • Optimization Knowledge Base by Vertical • PRODUCT HIGHLIGHTS • Integration w/ HyLoMo, Social Ads, GDN, PPC, etc. • Cross-Channel Management (Display as a Service) • Cross Channel Reporting • PRODUCT HIGHLIGHTS • Advanced Attribution Modelling & Click Path Reporting

24. HOW IT WORKSOUR SALES PROCESS FLOW INTERNAL USE ONLY

25. BUSINESS CONTROLSENSURING COMPLIANCE WITH BUSINESS RULES 75% 0% 50% 100% PRE-SALES PROCESS Opportunity Identified Meeting with Campaign Manager IO Created Pixels Given to Client IO Signed Campaign Launch MANDATORY SF CHECK:Pixel Tracking Validated to confirm “GO” to sign IO MANDATORY SF CHECK:Checklist Completed & Approved by CM to generate a IO 10 Business Days

26. HOW IT WORKSOUR OPERATIONAL PROCESS FLOW INTERNAL USE ONLY

27. KEY CONTACTSHOW TO GET SUPPORT Pre-Sale Support: Campaign Managers Reach out to your campaign managers for pre-sale questions & support including project validation, proposals, IOs, & Tracking Code Development Campaign Objectives: Campaign Managers CMs will be the point of contact for project validating the performance campaign criteria have been met, create tracking codes, billing, and providing reports. Product Manager: Kyle Grant Kyle will be able to answer any product-related questions regarding product definition, pricing, options, or product integration. Product Thought-Leaders: Claudia Ortiz Claudia can be available for strategic consultation, account reviews & specific questions.

28. OPERATIONAL OBJECTIVE PROVE OUR CAPABILITIES TO DRIVE PERFORMANCE • Our objective is to drive the lowest eCPA for our clients possible leveraging every potential tactic at our disposal. Our focus needs to be on advertiser performance and driving conversions rather than focusing on Mediative Margin. • We are pricing based on average CPM and therefore we can bid higher on high converting inventory, even higher than the sale CPM price, with the goal to average out lower than the CPM in the IO.

29. SETTING-UP CAMPAIGNS IN DBM • Add a New Advertiser in Bid Manager • Create Conversion Pixels in Bid Manager • Add/Upload Ad Creative • Create Insertion Order • Set IO Name • Set Start & End Dates • Set Budget • Set Page URL • Create Line Items • Set Targeting • Set Bids • Pick how to count Conversions • Assign Creative • Confirm campaign status

30. VARIABLE CPM (vCPM)PERFORMANCE-DRIVEN DYNAMIC BIDDING • vCPMdynamically changes a line item's bid based on the likeliness that an individual impression is going to perform well, such as lead to a click or conversion. • Algorithm-based technology to assist in driving towards a targeted CPA Implement controls to ensure CPMs do not exceed targets Target ROI, CPC or CPC (We will not use CPC) Prioritize Performance vs. Spend Targets

31. STANDARDIZED LINE ITEM TACTICS PERFORMANCE CAMPAIGN STRATEGY Performance campaigns should test any tactic aligned to the overall campaign strategy. Performance will dictate which tactics are continued to be funded and others dropped. Tactics may be used independently or in combination for maximum results

32. REMARKETING AUDIENCE DEVELOPMENT

33. STANDARDIZED OPTIMIZATION FREQUENCYCADENCE OF IN-DEPTH CAMPAIGN CHECK-INS Final Report Launch Date 50% of Duration 48 Hrs Campaign Duration 24 Hrs 75% of Duration 25% of Duration • Note: Longer duration campaigns should have a minimum of a weekly check-in on performance

34. OPTIMIZATION TACTICS BEST PRACTICES CLAUDIA • Tactics to Optimize Performance Campaigns? • Budget Alignment to Top Performing line Items • Audience Segment Performance Optimization • Dayparting (Time of Day & Day of Week) • Geotargeting • Ad Copy Performance (Ad Version & Size) Optimization • Ad Exchange Optimization • Site Blacklisting & Whitelisting • Segment Performance Analysis • Above vs. Below the fold Analysis • Device Type segmentation • Browser Type segmentation • Language segmentation • Reach & Frequency Analysis – Incremental CPA impact for each additional impression • Conversion Funnel Abandonment

35. OPTIMIZATION CHECKLIST EXAMPLE TO BE VALIDATED This checklist will be validated with the Programmatic team in the near future to ensure it is complete and aligns to best practices.

36. REPORTING OVERVIEW • How To Get Reports – TBD

37. MEDIATIVE’S TECHNOLOGY OVERVIEWTHE TOOLS TO EXECUTING PERFORMANCE Opportunity is created in Salesforce with media plan If opportunity reaches 75% closing prob. Sales order is pushed to Operative Campaign managers verify avails in Operative and create sales order (or IO) to be signed. Sales order is created. Campaign managers create media plan Ad Servers Programmatic RTB Demand-side platforms (DSP) Audience data Ad Exchanges Campaigns delivered to the Mediative ad network (i.e.:publisher sites) are pushed to Google DFPP Targeting helpers Mobile Keyword contextual targeting Semantic targeting Campaign report Finance/Billing report BI Complete delivery logs are extracted from DFP and AppNexus and inserted in the BI database on a daily basis. Operative imports delivery data from dfp on a daily basis which can be viewed on a campaign, sales order or line item level directly from the Operative UI.

38. APPENDIX

39. DEFINITIONS

40. WHY WE NEED A NEW CONSTRUCTDISPLAY FOR PERFORMANCE Performance Margin PRODUCT

41. WHY WE NEED A NEW CONSTRUCTDISPLAY FOR PERFORMANCE Performance Margin CPC CPM PRODUCT

42. WHY WE NEED A NEW CONSTRUCTDISPLAY FOR PERFORMANCE Performance Margin % of Spend CONVERSIONS PRODUCT

43. WHY WE NEED A NEW CONSTRUCTDISPLAY FOR PERFORMANCE Performance Margin % of Spend PRODUCT HyLoMo Client Site Remarketing Creative & UX Services Mediative Network RON Data with RTB