Real Time Learning Machine. What is AdTheorent? The 1st and only predictive targeting mobile ad network

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1 MEDIA KIT: 2015

2 AdTheorent The Intelligent Impression Premium Predictive Mobile Advertising UNIQUE DATA Beautiful Creative Predictive Targeting What is AdTheorent? The 1st and only predictive targeting mobile ad network What is Predictive Targeting? The ability to identify your brand s audience with the highest probability of engagement Why AdTheorent? The combination of predictive targeting and real time optimization yields the highest engagement rates Campaigns with AdTheorent s RTLM see an average of 242% increase in engagement ADTHEORENT PRODUCT Real Time Learning Machine A cutting edge Big Data mining system that learns faster and across more data than any other machine learning solution in market. RTLM analyzes data-enriched ad requests, as well as present and historic post-click engagement data, to deliver optimal campaign performance. The output is real-time intelligent predictive models for advertisers looking to increase brand engagements and return on ad spend.

3 ADTHEORENT PRODUCT Apptivation Unprecedented deep linking intelligence to detect and instantly launch a specified app on a user s mobile device. This allows brands and marketers to drive significant user engagement with their own branded, social or native apps, including functions such as Calendar, Phone, Map and many more! ADTHEORENT PRODUCT Measurement and Analytics AdTheorent s cross-device measurement and analytics technologies are an important component of its 2nd-generation mobile ad network. Simply put, AdTheorent provides data-driven modeling, understanding and optimization based on actions beyond the click. These post-click actions and insights provide the real-time data on which AdTheorent s platform optimizations are based. AdTheorent Creative Capabilities Customizable HTML5 Rich Media units allow AdTheorent to design and integrate all the functions of mobile devices for deep engagement with your target audience Custom mocks, standard banners and Rich Media builds available for all campaigns along with reporting and analysis via insightful data-driven campaign recaps See our work Mobile Display Banners Rich Media Pre Roll Video Native Ads

4 AdTheorent Creative Capabilities RICH MEDIA EXECUTIONS RICH MEDIA EXECUTIONS Tap to Expand Rich Media Auto Expand Full Page Rich Media Interstitial Rich Media Banner (not expandable) RICH MEDIA VIDEO EXECUTIONS Video in the Native Player - Tap To Video This unit contains a short video teaser on loop within the unexpanded state of the rich media unit. Once tapped, the video is auto played within the native player on the device. Once completed, or if the user closes out, they are taken to an interactive rich media unit. Inline video Video is played within the rich media unit, giving the user the chance to interact with other components while watching a video. Video can be auto played with user initiated sound. Interactive Inline Video In-line video is auto-play upon the expansion of the unit. While the video is playing different interactive components will be revealed specifically timed to sync with video content. Users can tap on any of the components, and will be taken to that specific page on the brand s mobile page. For additional rich media capabilities please reach out to

5 ADTHEORENT // GLoBAL INVENTORY UNIQUE VISITORS BY REGION NA 185,972,755 LATAM 22,034,768 EMEA 85,094,265 APJ 41,458,195 ADTHEORENT s TOP 10 countries COUNTRY United States Canada Great Britain France Germany Italy Spain Brazil China India Monthly REACH 164,008,495,865 5,161,308,414 2,812,150,938 1,685,436,469 1,675,740,956 1,255,890,889 1,049,853,860 1,029,079, ,526, ,200,640 ADTHEORENT HIGHLIGHTS Publisher Reach (Apps/Sites) 45,000+ (Across Phone and Tablet) Impressions Monthly 120,009,892,090 Daily Ad Predictions 4,000,000,000+ Data Enrichment Partners 40+ Ads Served LAst Quarter 1,253,258,916 Average CTR with RTLM 1.3% RTLM Above Industry Benchmark 2.42x View Through Rate 92%

6 adtheorent PROPRIETARY PRODUCTS

7 Premium predictive mobile advertising for branding and awareness AdTheorent offers the best attributes of 1st generation mobile ad networks premium mobile sites, brand safety, custom execution, managed services enhanced by cutting-edge data-driven technology, utilizing a first-of-its-kind data-driven predictive targeting solution. Predictive targeting combines legacy targeting methods like behavioral targeting and retargeting with hundreds of other relevant conditions to produce far better precision and accuracy in finding (and delivering) any audience. TV Viewership Audience Extension Weather Social Influencer In-Store Attribution Location PREDICTIVE TARGETING Retargeting CRM Database Retargeting Sequential Messaging AdTheorent s Real Time Learning Machine (RTLM) is a revolutionary predictive advertising engine that processes on the fly, delivering unprecedented lift in brand awareness and engagement in mobile advertising. Simply put, our real time audience optimization allows for best in class mobile ad network services that leverage in-house intelligent creative solutions to deliver unprecedented results for your brand.

8 Premium predictive mobile advertising for branding and awareness Behavioral & Retargeting Human Assumption: If this user has visited a previously defined website then the user will engage with my ad Computer Logic: IF: The user has been to a previous defined website THEN: Show them an ad Variables Considered: 1, website Audience Targeting Human Assumption: If this user falls into an audience profile then the user will engage with my ad Computer Logic: IF: The user was categorized as a Sports Enthusiast THEN: Show the user an ad Variables Considered: 1, segment Predictive Targeting Human Assumption: None Computer Logic: IF: This user has a high probability of engaging THEN: Show the user an ad Variables Considered: Infinite

9 The Real Time TM Learning Machine PREDICTIVE TARGETING IN ACTION Predictive targeting is able to identify your brand s audience with the highest % chance of engagement. Publisher 1 st Party Data GENDER FEMALE AGE 24 LANGUAGE ENGLISH OS VERSION IOS 7 GEO LAT/LONG DEVICE IPHONE 4S CARRIER VERIZON WIFI YES BROWSER SAFARI AD VIEWABILITY 100% DATA ENRICHMENT rtlmtm 45,000+ Publishers st Party Data Points 40+ Data Enrichment Partners Target audience with highest % chance of engagement AdTheorent s Real Time Learning Machine (RTLM) is a cutting edge Big Data mining system that learns faster and across more data than any other machine learning solution in market. RTLM analyzes data-enriched ad requests, as well as present and historic post-click engagement and conversion data, to deliver optimal campaign performance. The output is real-time intelligent predictive models for advertisers who previously possessed raw data without an efficient way to use it. How does it work? Learn more:

10 Combating drop off rates with APPTIVATION The Intelligent Way to Amplify Social Apptivation has the deep linking intelligence to detect and instantly launch a specified app on a user s mobile device. This allows brands and marketers to drive significant user engagement with their own branded apps, social media apps, or ios native functions such as Calendar, Phone, Map and others. Or any other app YOUR APP YES AdTheorent Script DOES THIS DEVICE HAVE THE APP? NO YOUR MOBILE EVENT Or send users to Available on the Android Market Available on the App Store Drive users deep within your app to showcase new features, events, videos, etc. Users without your app can be driven to your mobile web, video, app store, etc. Apptivation offers the ability to directly open and target a specific action within an app to re-engage the user and create a seamless, interactive experience. Actions are not limited to the mobile browser and can be incorporated into apps, whether for social media, partnerships, or your own brand s app.

11 Measurement & Analytics Intelligent Performance Beyond The Click AdTheorent developed a superior tracking technology to provide data-driven modeling, understanding and optimization based on user engagement beyond the click, across all mobile advertising tactics and environments. User is served an ad User engages (eg, clicks on rich media unit, watches a video) AdTheorent collects data and creates custom models Data is modeled instantly for real-time optimization APP SITE RICH MEDIA Discover consumer insights and predictively target on-the-fly by modeling user paths throughout all mobile app environments. Determine consumer patterns across multiple platforms through data-driven modeling, understanding and optimization based on actions in mobile, tablet or desktop web. Integrated with all major 3rd party rich media vendors allowing seamless real-time conversions and engagement, data aggregation, optimization and reporting. BRAND STUDY Full view-ability into any 3rd party brand study executions allows for predictive targeting centered around individual responses to survey questions. Track consumers through post view and post click activities. Retarget brand loyal users with dynamic creative messages. Optimize campaigns based on open rate, click out rate, coupon redemption, etc. supports but does not require UDID, IMEI, ADFA, OR any other potential PII

12 adtheorent Research/studies

13 Media Mix Correlation STUDY AdTheorent Uses its Predictive Analytics Platform to Measure the Direct Relationship Between TV, Mobile, Digital and Social Media TV AD AND Social Frequency ENGAGEMENT TIME TV Ad Frequency Mobile Engagement Social Frequency Digital Engagement TV MOBILE & DIGITAL SOCIAL Using 3rd party data, AdTheorent captures a brand s TV ad frequency by viewing all cable and broadcast TV commercial spots - planned and programmatic AdTheorent s measurement and analytics solution provides insights into post-click and view activities across desktop, smartphone and tablet environments AdTheorent filters through social chatter to pull in all hashtags, mentions and brand/product conversation across social media Using measurement and analytics, social and TV data, AdTheorent analyzes the correlation between media types and engagement tactics Post-Campaign Insights Drive Future Media Mix Strategy

14 Predictive Modeling Based On Positive brand study Results AdTheorent s new Real Time Brand Study Initiative was created to optimize towards Brand Health metrics in real time 1 AdTheorent and a Brand Study vendor will leverage AdTheorent measurement and analytics to tag survey questions from the brand study for real-time insights into the individuals responding and their answers selected (i.e., aided brand awareness, message recall) 2 AdTheorent will build a Custom Predictive Model to understand the individuals who are responding positively to the brand study and find look-a-like users who will also respond positively to the message throughout the campaign 3 The Brand s Custom Predictive Model will target users across the entire campaign, paid media and the Real Time Brand Study, ensuring that media will only be shown to individuals at a time when they will be most likely to have a positive experience with the brand AdTheorent s new Real Time Brand Study Initiative was created to optimize towards brand health metrics in real time TAP TO EXPAND A Custom Predictive Model understands the individuals that are responding positively to the brand study and find look-a-like users who will also respond positively to the message throughout the campaign Leverage AdTheorent measurement and analytics to tag survey questions for real-time insights into the individuals responding and their answers selected

15 AdTheorent specs

16 ASSETS SPECIFICATIONS: RICH MEDIA AND PRE ROLL RICH MEDIA: Images and page specs// PNG (Recommend for transparency and animations) JPG (Recommend for any non-transparency circumstances) Image Resolution: 72dpi Page weight: 100K each for handset; 200K each for tablet Layered PSD always preferred NOTE// Specifications may change depending on the nature of the unit RICH MEDIA: VIDEO specs// Files size: 1MB per 30 seconds steam compatible Format: MP4 Codec: H.264 Max file size: 10MB Frame rate: 15, 25 or 30 fps (use lowest value acceptable) Profile: main, level 2.1 Dimensions// Handset unexpanded: 320x50 submit as 640x100 files, to utilize high-resolution (Retina ready) quality Handset expanded - Required: 320x372 (portrait) submit as 640x744 to utilize high-resolution (Retina ready) quality Handset// Dimension: Width: 320px or 360px Height: depending on each video s aspect ratio Bit rate: kbps Handset expanded - Optional: 480x212 (landscape) submit as 960x424 files to utilize high-resolution (Retina ready) quality Tablet unexpanded: 728x90 OR 300x250 submit as 1456x180 files OR 600x500 to utilize high-resolution (Retina ready) quality Tablet// Dimension: up to 640x480 Bit rate: up to 768kbps Recommended: kbps Tablet expanded - Required: 768x916 (portrait) submit as 1536x1832 files to utilize high-resolution (Retina ready) quality Tablet expanded - Optional: 1024x644 (landscape) submit as 2048x1288 files to utilize high-resolution (Retina ready) quality PRE ROLL: VIDEO SPECS// Format:.MP4 Length: 15s or 30s Size: 25MB Ratio: 4:3 or 16:9 Max Bitrate: 600 Pixel Width: At least 640 for proper resolution VAST TAGS Video creative being called needs to be a mobile encoded.mp4 file format 3rd party VAST tags are tracked in the form of a single URL e.g.: Generally VAST tags contain the 3rd party tracking pixels, however, if additional pixels are required they can be accepted

17 ASSETS SPECIFICATIONS: STANDARD Standard Banner Specs: Phone// Platforms: IOS, Android, RIM, Symbian, Windows OS Supported File Formats: PNG, GIF, JPG Max Animation: 15 sec Max FPS: 60 Standard Banner Specs: TABLET// Platforms: IOS, Android, RIM, Symbian, Windows OS Supported File Formats: PNG, GIF, JPG Max Animation: 15 sec Max FPS: 60 Required Ad Sizes: 320x50 MAX 15K 300x250 MAX 40K Optional Ad Sizes: 320x480 MAX 40K 480x320 MAX 40K Required Ad Sizes: 320x50 MAX 15K 300x250 MAX 40K 728x90 MAX 40K Optional Ad Sizes: 768x1024 MAX 100K 1024x768 MAX 100K 320x50 300x x x x90 300x x x768 Native Ad Specs: Phone AND TABLET// Title - 25 characters Text characters Icon Image - 80x80 Main Image: 1200x627 (recommended file size < 100KB for phones, < 150KB for tablets) URL - destination URL for when call-to-action link is clicked; redirects should be absolute (eg. ), not relative (eg. /en ) CTA Text (optional) - 15 character limit; we strongly recommend short, one word calls to action such as Install CONTENT GUIDELINES All ads with partially black, white, or transparent backgrounds require a visible border of a contrasting color to the majority background color of the creative Creative may not look like a window or alert message from any operating system For ads with offers (free, discounts, etc.), ad must contain disclaimer (e.g., see site for details ) and landing page must reflect offer w/ details Landing page after clicking on an ad must be to the product advertised in the ad NO illegal content or activity, violence, discriminatory or abusive content, sexually suggestive imagery, profanity, content that infringes on intellectual property of another, distracting content (e.g., excessive animation or shakiness) TECHNICAL PROPERTIES AND FUNCTIONALITIES No Flash ads Ads may not automatically click or auto-redirect to landing page without user interaction No IFRAMES

18 QUESTIONS? JUST ASK! 155 Avenue of the Americas, 2nd Floor New York, NY AdTheorent, Inc. All rights reserved.

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