MYWEBGROCER CREATIVE GUIDELINES

MYWEBGROCER CREATIVE GUIDELINES Ad Sizes Name Size Formats Leaderboard 728x90 Wide Skyscraper 160x600 Medium Rectangle 300x250.GIF,.JPEG,.SWF Button/Tile 180x150 Mobile Banner 320x50.GIF,.JPEG Standard Creative Specs (Includes Static and Flash Formats) Initial Dimensions (px): 300x250 180x150 160x600 728x90 320x50 Max File Size: 50 KB 50 KB 50 KB 50 KB 50 KB Animation Frame Rate: 18 fps 18 fps 18 fps 18 fps N/A Animation Length (Flash): 15 sec. 15 sec. 15 sec. 15 sec. N/A Flash File Format and Version (Inc. AS):.SWF, Flash 9 or above, ActionScript 2 or 3 (3 preferred) N/A Back-up File Format:.JPEG,.GIF.JPEG,.GIF.JPEG,.GIF.JPEG,.GIF N/A Ad Creative Unit Standards & Guidelines Sound Sound effects of less than 1 second (such as a 'beep') are acceptable without user initiation. MyWebGrocer reserves the right to prohibit such sound if deemed too intrusive. Any audio over 1 second in length must be initiated by user interaction with appropriate text, icons or a similar indicator. Once initiated, there must be a clear way to turn off the sound with appropriate text, icons or a similar indicator. For streaming audio assets the client must supply a Playlist in a MyWebGrocer approved format: M3U, RAM, or ASX. Frequency Caps

All placement level frequency caps must be set by MyWebGrocer and may not be set through third party servers. MyWebGrocer may impose frequency caps on ads as needed and the cap may vary by section. Frequency caps can also be applied to campaigns at advertiser request, on a time based or placement basis. A maximum of one type of cap (session/hourly/weekly) may be applied per campaign. Click Interactions All click interactions that initiate the load of a new web page must open that web page in a new browser window (except for ads in the E-commerce application which must open in the same window). A click-thru may launch only one new browser window. Any click-thru included with an ad that does not re-direct to a MyWebGrocer created landing page must take users to the web site of the advertiser who purchased the ad space unless the advertiser has provided written permission from another site to link to them with their advertising. Mouse-over interaction cannot link a user to a new Web site. Deceptive Functionality All functionality visually indicated within ads must be working and not designed to deceive. Non-functioning drop-down menus, radio buttons and text boxes will not be accepted. Close or Skip buttons must function as labeled and cannot link users to a new web site. Flash Guidelines Back-Up File A default background.gif must be submitted for visitors without (or who are blocking) Flash or JavaScript. The back-up creative cannot be larger than 50KB in size and should be either a JPEG or GIF. Animation Within ad units defined by fixed in-page dimensions (like banners) uninitiated animation of any form can run for a maximum of 15 seconds or 3 rotations without being reinitiated by the user through a clearly labeled interaction with the ad. This includes animations, such as flashing 'click here' buttons and small icons. Once re-initiated, there must be a clear way to stop any in-unit animation by clicking on a label Stop or a stop button. MyWebGrocer reserves the right to prohibit any ads if deemed too intrusive.

Version All Flash ad creative units must be delivered in at least the Flash Version 9 format. Flash 10 and AS3 are accepted as well. Additional Specs Ad units cannot prompt the download of a plug-in, and must be coded to search for any required plug-ins and display an alternate ad to those who don't have it. ALL Flash ad units must have the background set to Transparent using WMODE parameters. Target Window Command In.SWF files clicking out of the retailer sites, the window identifier needs to be set to _blank ; however, when re-directing to a page within the retailer sites (such as recipe & circular creative driving to an ad landing page and all e-commerce/keyword targeting placements), the window identifier needs to be set to _top for all non-peapod placements and frame4 for all Peapod placements. Refer to the click URLs spreadsheet or your MWG Ad Ops contact for the specific target window commands needed by placement. New Window target= _blank Same Window (non-peapod placements) target= _top Same Window (Peapod placements) target= frame4 Click Functionality The click through URL cannot be hard coded into the.swf. It should look like this ActionScript assigned to a button ( _blank will change to _top for creative that should open in the same window and frame4 for Peapod e-commerce/keyword targeting placements): AS2 on (release) { geturl (_level0.clicktag,"_blank") }

AS3 Treat the clicktag variable as case sensitive. clicktag, ClickTag, CLICKtag and clicktag are not equivalents. The clicktag variable within the Flash file must exactly match clicktag syntax. The full banner file must be clickable, which is done by enabling the hand cursor in all of the hotspot and extending the hotspot to cover the full ad space, as the hand cursor indicates that the ad is clickable. DART Trafficking Requirements Flash creative served via DART Internal Redirects need to be uploaded as "Flash inpage" under Add Creative button. Make sure that the clicktag is detected and scroll down to check off "allow script access" - The allowscriptaccess needs to be set to always for all Flash files to be clickable when served through DART. When applicable, the click URLs provided by MWG should be implemented for both the back-up and flash images in DFA. Rich Media Creative Specs Initial Dimensions (px): 300x250 728x90 160x600 Maximum Expanded Dimensions (px): 600x500 728x300 300x600 Expanded Direction: Left/Down Up/Down Left Max Initial File Load Size: 50 KB 50 KB 50 KB Max Polite File Load Size: 100 KB 100 KB 100 KB Animation Frame Rate: 18 fps 18 fps 18 fps

Animation Length (Flash): 15 sec. (max. 3 loops) 15 sec. (max. 3 loops) 15 sec. (max. 3 loops) Max Video Length: 30 sec. 30 sec. 30 sec. Accepted Expandable/ Polite File Format: Accepted Video Formats: Back-up File Format: Audio Initiation: Hot Spot: Labeling Requirements, Font Size, etc.: Preferred Rich Media Vendors:.SWF.MOV,.AVI,.WMV,.MP4,.FLV.JPEG,.GIF Must be user initiated (on click: mute/un-mute); default state is muted Not to exceed 1/4 size of ad. Only initiated when cursor rests on hotspot for at least 1-sec. Must NOT initiate audio. Ad unit content must be clearly distinguishable from normal webpage content (i.e. ad unit must have clearly defined borders and not be confused with normal page content). Ad must contain visible media controls (e.g. Play, Pause, Stop, Mute, etc). Doubleclick, PointRoll, Eyewonder, Eyeblaster, Mediaplex Rich Media Guidelines MyWebGrocer at this time does not accept the following Rich Media ads: Surround Session Pre-roll, Post-roll, Intermediary Video Interstitials Teardown Superstitial Peel Down Convertible Window MyWebGrocer does accept the following Rich Media ads within the Recipe & Circular (160x600, 728x90 and 300x250 sizes) platform only. Rich Media is not supported via email or e-commerce platforms. Expandable/Retractable In-Banner Video Polite File Size The creative cannot be larger than 50KB in size; however, file sizes up to 100KB can be supported upon request at an additional rate. Ad Serving MyWebGrocer recommends the use of 3 rd party ad serving for rich media and in-banner video ads; however, in-banner video can be site served upon request through Doubleclick Studio, at an additional cost.

The preferred rich media vendor is PointRoll or Doubleclick; however, other vendors are accepted and have been used in the past, such as Motif, Eyeblaster (MediaMind) and Eyewonder. Creative Delivery To guarantee an on-time launch, creative assets are due 10 business days before launch for campaigns that require site served video or creative revisions (target window command, etc.) of any kind. All final rich media tags/standard tags/creative assets are due 5 business days before launch to allow for implementation and testing. Tags received closer than 5 business days prior to launch are not guaranteed to launch on time and may prevent the campaign from delivering in full. MyWebGrocer is not responsible for delayed launch due to late delivery of campaign assets. Please refer to the Late Creative Guidelines and Testing Policy section of the Creative Guidelines for additional detail. Controls It is recommended that all rich media ads and in-banner video be host-initiated. Close X controls are required and expand or play hot spots should limited to no more than 25% of the ad dimensions. For video, minimum player controls present should be Start/Stop and Volume/ On/Off/Softer/Louder. Other recommended buttons include Fast Forward/ Rewind, Pause and others as needed. All buttons should be enabled throughout the entire video play. Animation Uninitiated animation is allowed for standard Flash creative; however, all rich media action must be user initiated, such as expansion or video play. Animation can run for a maximum of 30 seconds or 3 rotations without being re-initiated by the user through a clearly labeled interaction with the ad. This includes animations, such as flashing 'click here' buttons and small icons. Once re-initiated, there must be a clear way to stop any in-unit animation by clicking on a label Stop, X or a stop button. MyWebGrocer reserves the right to prohibit any ads if deemed too intrusive. Video should also adhere to the 30 second recommended length, although longer formats can be accommodated upon request. Target Window Command

In.SWF or.flv files clicking out of the retailer sites, the window identifier needs to be set to _blank ; however, when re-directing to a MyWebGrocer hosted add to list ad landing page, the window identifier needs to be set to _top to allow a same window click through. Refer to the click URLs spreadsheet or your MWG Ad Ops contact for the specific target window commands needed by placement. New Window target= _blank Same Window target= _top Billing MyWebGrocer does not have negotiated rates with any 3rd party Rich Media vendor; therefore, all rich media fees will be covered by the advertiser. Additionally, Doubleclick charges MyWebGrocer $0.50 per thousand impressions delivered for rich media ad serving. This surcharge will be passed along to the advertiser. MyWebGrocer can provide rich media design, production and QA/ trafficking services to advertisers at an additional cost. Please contact your sales representative for more details or to request a quote for creative services. Third-Party Serving & Tracking Guidelines Most placements can support third party ad serving, but there are some restrictions on the types of third party serving tags and third party tracking tags that MyWebGrocer can accept, based on site and data restrictions. See below for MyWebGrocer s third party serving and tracking guidelines. Guidelines: Placement Name Accepts 3 rd Party Serving? Accepts 3 rd Party Tracking? Notes Recipe & Circular, E-commerce, Run of Platform and Keyword Targeting Display Yes Yes (Impressions and/or clicks) Non-DFA click 1x1s (Atlas, MediaMind, MediaPlex), must be clear 1x1 gif tracking pixels and cannot contain a redirect action Email Display Yes Only clicks Non-DFA click 1x1s (Atlas, MediaMind, MediaPlex), must be clear 1x1 gif tracking pixels and cannot contain a redirect action

Mobile Display No Yes (Impressions and/or clicks) Non-DFA click 1x1s (Atlas, MediaMind, MediaPlex), must be clear 1x1 gif tracking pixels and cannot contain a redirect action Flat rate line items and sponsorship placements that are not served as traditional display media through the DFP ad server cannot be third party served or tracked. These include: o Recipe Integration o Consumer Tip Sponsorship o Ad Landing Page/Custom Ad Landing Page o Category Merchandising o Product Detail Branding o Data (all kinds) o Targeting fees 3 rd Party Serving MyWebGrocer utilizes Google DoubleClick tools to serve ads, and is able to accept thirdparty ad tags from preferred vendors. Any creative running on third-party tags must be approved by MyWebGrocer prior to campaign launch and comply with all creative and platform policies. Third-party ad tags may be used solely to verify fulfillment of the I/O. If the Advertiser s ad server is IAB/AAAA compliant and reporting is made available to MyWebGrocer, it will be used as Controlling Measurement when tags are utilized. Preferred third-party servers: Doubleclick MediaMind Pointroll MyWebGrocer utilizes unique click through URLs to re-direct users within their preferred store. Third-party ad servers must be able to support click URLs containing macros (ex. http://%p;sdn=!), to provide session specific redirect functionality, such as a banner click-thru to a branded add to list ad landing page within a user s preferred retailer. Please contact adops@mywebgrocer.com to determine if a 3 rd party ad server not included in the above list of preferred vendors is accepted. 3 rd Party Tracking Ads may be 3rd party tracked using 1x1 transparent pixels; however, support of 1x1 pixels within some display formats, like email banners, is limited. Email service providers can strip excess tracking code, preventing fully functional ad serving;

therefore, third party tracking in email is limited to click tracking only. Impression tracking via 1x1 pixels is supported when enabled through the Google Doubleclick tools. Note: If advertiser plans on sending 1x1 tracking tags and utilizing an internal add to list or add to cart ad landing page click through, MWG Ad Ops will send advertiser the unique click through URLs to implement. Cookies, Pixels, and Data Repurposing Third-party ad serving and tracking is permitted only to the extent needed to confirm I/O fulfillment of impressions and clicks. Additional tracking elements such as those used for ad verification and demographic data collection will be permitted only on a case-by-case basis. MyWebGrocer is extremely sensitive to the needs of our retailer partners regarding customer privacy. As such, the use of tracking tags for retargeting, user harvesting, or data gathering not related to the I/O is strictly forbidden. Ads found running unauthorized tags or malicious code will be removed from the site immediately. Late Creative Guidelines and Testing Policy Late Creative Policy If Advertising materials are not received by the dates specified below, commencing on the applicable I/O Start Date, MyWebGrocer will charge the full contracted amount per the terms of the I/O, excluding portions consisting of performance-based, nonguaranteed inventory, for each full day the Advertising materials are not received. Notwithstanding the foregoing, if Advertising materials are late based on the due dates set forth below, MyWebGrocer shall not be required to guarantee full delivery of the I/O; provided that the parties may agree to extend the campaign by the number of days the creative is late. The Advertiser/Agency will be billed for the original, full, contracted amount pursuant to the original I/O. Ad Material Due Dates The IAB Late Creative policy requires that final, Advertiser-approved, fully functional online Advertising materials (in accordance with the individual MyWebGrocer specifications) be delivered as follows: Final, Advertiser-approved, fully functional ad creative for Standard Banner ad units (see IAB creative guidelines for definition/file size restrictions) is due 3 business days prior to the Start Date of the ad campaign as set out in the original I/O.

Final, Advertiser-approved, fully functional ad creative for Rich Media and Video ad units (see IAB creative guidelines for definition/file size restrictions) is due 5 business days prior to the Start Date of the ad campaign as set out in the original I/O. MyWebGrocer will use this 3 or 5 day period to 1) Check for specifications/policy compliance, and 2) Testing/Scheduling. MyWebGrocer will use commercially reasonable efforts to notify Agency of non-compliance with specifications/policy within 1 business day of its receipt of Advertising materials, and will notify the Agency of any changes required as a result of testing, within 2 business days for Standard banner creative and 3 business days for Rich Media and Video. MyWebGrocer will use commercially reasonable efforts (but without guarantee), to work together with Agency to rectify issues with Advertising materials within the respective 3 or 5 day deadline period so that Advertising materials will start as per the I/O. Note: If an Advertiser or Agency is using a 3rd Party Ad Server or Rich Media or Video vendor external to the Advertiser/Agency ad server to deliver and track their online ad campaign, it is recommended that final, Advertiserapproved, fully-functional creative of all types be delivered to the external 3rd Party Ad Server/vendor company at least 10 days prior to the Start Date of the campaign as set out in the original campaign I/O, to allow for any additional external ad server/vendor testing and tagging. If Agency desires changes in the Advertising during the scheduled publication period, then Agency must give MyWebGrocer at least five (5) business days prior written notice, and MyWebGrocer will determine in its sole discretion whether such changes are possible. In the event that MyWebGrocer agrees to make such changes, Agency will be responsible for any production or other costs incurred to implement such changes. Q/A Testing Process All advertising creative units must successfully pass the MyWebGrocer Quality Assurance process before placement on any MyWebGrocer site is approved. If the creative unit(s) fails the MyWebGrocer Flight Test process, the MyWebGrocer Ad Operations team will contact the Sales Rep with modification instructions and / or suggestions for the client. The MyWebGrocer Flight Testing process includes: Specification test Performance test Click-Through test Placement and position test Browser and OS compatibility test Compliance with content standards

MWG follows creative & product guideline compliance direction from the IAB - http://www.iab.net/iab_products_and_industry_services Advertising Content Guidelines MyWebGrocer reserves the right to reject any ad creative or click through URLs. All creative must be approved by MyWebGrocer prior to placement. MyWebGrocer will not work with websites that contain, promote or link directly to certain types of content, nor will MyWebGrocer run advertising containing such content, including but not limited to: Ad(s) determined to contain fraudulent, deceptive or misleading statements or illustrations will be rejected. Ad(s) containing personal attacks that are overly competitive, abusive, or derogatory to the goods or services of MyWebGrocer or others will not be accepted. Ad(s) deemed offensive to good taste - indecent, vulgar, suggestive, or other advertising at the sole discretion of MyWebGrocer will be rejected. Ad(s) must comply with Federal and State laws and guidelines. Ad(s) that fail to comply with the express requirements of federal and state laws will be rejected. Ad(s) for investments that do not comply with applicable federal, state and local laws and regulations will be rejected. Other restrictions include (but not limited to) o Dating or personals o Pornography o Firearms and weapons o Occult pursuits ads for fortune telling, dream interpretations and individual horoscopes o Political ads o Ads offering furs or products made from the furs or hides of animals included on government endangered species lists o Ads promoting online gaming or wagering sites o Free items, free prizes or get rich promotions o Tobacco products including cigarettes, cigars, and other tobacco products Please refer to MyWebGrocer s full advertising policy for additional editorial content and creative guidelines: mywebgrocer.com/about/advertisingpolicy

Ad Placements Placement Size(s) Formats Recipe & Circular (Planning) 728x90, 160x600, 300x250.GIF,.JPEG,.SWF,.FLV, etc. Email (Planning) 300x250, 160x600, 180x150.GIF,.JPEG Mobile (Planning) 320x50, 728x90 (Tablet).GIF,.JPEG E-commerce (Buying) 728x90, 160x600, 300x250, 180x150.GIF,.JPEG (Preferred),.SWF Keyword Targeting (Buying) 728x90.GIF,.JPEG (Preferred),.SWF Ad Placement Specs Recipe & Circular Ads serve on Retailer s sites adjacent to meal planning applications including recipes, interactive weekly circular and shopping list. Destination URLs can link consumers to: Add to List Product landing page Promotional landing page (ex. Coupon or email registration) Product or brand website Preferred micro-site Creative that click through to MyWebGrocer created product landing pages must open in the same window. Creative that click through to a webpage not created by MyWebGrocer must open in a new window. Expandable, in-banner and video rich media formats accepted. Online Grocery Shopping (E-commerce) Ads serve within MyWebGrocer s e-commerce applications, in the path of online grocery shoppers who are buying groceries for delivery and pick-up. Destination URL must link consumers to an e-commerce product page created by MyWebGrocer. Advertiser must provide MyWebGrocer with product SKUs/UPCs to be advertised during the campaign.

All e-commerce creative must open in the same window. Creative must be in standard or flash format. Rich Media creative is not accepted. Keyword Targeting Ads serve adjacent to the product results page in e-commerce whenever a user searches for a targeted keyword. Destination URL must link consumers to an e-commerce product page created by MyWebGrocer. Advertiser must provide MyWebGrocer with product SKUs/UPCs to be advertised during the campaign. All e-commerce keyword targeted creative must open in the same window. Email Ads serve in user opt-in Retailer emails for Recipe of the Day and Weekly Specials content, among others. Destination URLs can link consumers to: Add to List Product landing page Promotional landing page (ex. Coupon) Product or brand website Preferred micro-site Creative must be in a static.gif or.jpeg format. Flash creative is not accepted. Creative must open in a new window. Mobile Ads serve adjacent to meal planning content (weekly specials, shopping list, etc.) within retailer mobile applications, on iphone, ipad and Android devices, and on retailer mobile websites. Destination URLs can link consumers to: Add to List product landing page Buy Now product landing page (mcommerce) Mobile website Creative must be in a static.gif or.jpeg format. Flash creative is not accepted.