TECHNICAL WHITEPAPER FOR ADVERTISERS AD MEDIA GUIDE

TABLE OF CONTENTS 1. Ad media 4 1.1 Ad media settings... 4 1.1.1 General information... 4 1.1.2 Procedure... 5 Ad media hosting... 5 Add new ad media... 5 Ad media import/export... 6 1.2 Types of ad media... 6 1.2.1 Overview basic ad media... 6 Text link 6 Image 6 Image with text... 6 1.2.2. Overview special ad media... 7 HTML ad media... 7 Script ad media... 7 1.2.3 Overview expanded ad media (deep link and ad media generators)... 8 Link with parameters (dynamic deep link)... 8 External link generator (ad media generator)... 9 1.3. Special ad media...10 1.3.1 General information...10 1.3.2 JavaScript...12 1.3.3. Iframe...13 1.3.4. Flash banner...15 1.3.5 zanox page peel...18 1.3.6 zanox video player...19 zanox Ltd Ad Media Guide Last updated 08/2014 Page 2

TABLE OF CONTENTS 2. Ad media management 21 2.1 Ad media clearance...21 Advertiser clearance...21 zanox banner team clearance...21 2.2 Categorisation of ad media...23 2.3 Editing ad media...23 2.4 Deactivating ad media...23 zanox Ltd Ad Media Guide Last updated 08/2014 Page 3

1. AD MEDIA Ad media take many forms, ranging from simple text links, through banners, to elaborate widgets. There are hardly any limits on creativity here. Ad media represent the central instrument for the generation of turnover. In order to reliably evaluate turnover, every click on an ad medium must be captured by zanox. For this reason, all zanox ad media are furnished with partner-specific zanox tracking links. Once clicked, a cookie is stored on the user s computer and the zanox partner identifier is transferred to the advertiser s website. The zanox partner identifier is responsible for the capture of a transaction immediately after the click, whereas the cookie is active in subsequent transactions. 1.1 Ad media settings Proceed with great care when adjusting ad media in order to minimise problems downstream. In doing so, the following points should be observed: 1.1.1 General information The retrieval code (HTML/script) that you set is different from the publisher code. The publisher code is equipped with a zanox tracking link - the retrieval code, on the other hand, is not. When doing this, ensure that all ad media shown in the zanox user interface (both for publishers and for advertisers) are based on the retrieval code. This plays a role in both the Manage ad media view, as well as in the preview for the publisher. Ensure that the ad media also offer a useful preview, without tracking parameters. Changes to the retrieval code always result in suspension of the corresponding ad medium. After being cleared again, you should inform your publisher about the altered ad media, so that they may incorporate these into the updated banner code in your advert field. Only HTML and script ad media need to be checked and cleared by the zanox banner team (banner@zanox.com). You can manage all other ad media (text/picture) entirely by yourself. If you wish to have your ad medium displayed on the zanox AdServer, the specification of a standard ad medium format is an unconditional prerequisite. Avoid the statement freestyle wherever possible. The specification of ad media formats also simplifies the searching of ad media. After uploading your ad media, check all references to external files (e.g. CSS/scripts/ pictures) in the retrieval code. External files must always be referenced via absolute paths (e.g. http://www.your-domain.com/yourfile.js). zanox Ltd Ad Media Guide Last updated 08/2014 Page 4

1.1.2 Procedure Ad media hosting Create a folder on your webserver so that you can store your ad media there. Upload all ad media that you would like to use with your zanox programme and, when setting up the ad media, have a full list of the URLs for these files to hand. It is also possible to place your ad media on one of the zanox webservers. You can obtain more detailed information regarding the conditions and procedure for zanox ad media hosting from your zanox contact. Add new ad media Ad media can be set up via the Manage ad media menu item. Select the desired type of ad medium and then click on the Add new ad media button. zanox Ltd Ad Media Guide Last updated 08/2014 Page 5

Ad media import/export An ad media import/export feature allows you to modify and upload your ad media using an Excel spreadsheet. We recommend this procedure for advanced users. Further details are available from your zanox contact or via the zanox wiki. 1.2 Types of ad media zanox differentiates between the following types of ad media: Text Image Image with text HTML Script These ad media types are split into basic ad media (text, image, image with text) and special ad media (HTML, script). In addition, any ad medium can be configured as a deep link and some ad media, e.g. text, HTML or scripts, can be configured as ad media generators. In this respect, we are speaking of expanded ad media. 1.2.1 Overview basic ad media Text link Text link is the simplest form of ad media. Here we are dealing with any text that is linked to a target address (URL) which you define. Image With image ad media we are dealing with banners and logos in GIF, JPG or PNG format. To use image ad media, the image source (URL) and the link target address (URL) must be specified. Enter the URL as image source without the http:// prefix. Use https:// if you would like to offer ad media for encrypted websites (e.g. web shops). Image with text Image ad media can be combined with text. zanox Ltd Ad Media Guide Last updated 08/2014 Page 6

The following specifications are required for basic ad media: x Mandatory (x) Optional - Selection not available Ad media Link with parameters Link format Link name Link text Image source Text (x) - x x x - (x) - Image (x) x x x - x - - Image with text (x) x x x x x - - Link target address External link generator Retrieval code 1.2.2. Overview special ad media HTML ad media With HTML ad media we are dealing with static code fragments such as forms (search or booking screens) or newsletter templates. This type of ad media is also suitable for HTML newsletters and microsites. HTML ad media are only cleared by zanox (banner@zanox.com) following successful testing. Script ad media JavaScript, Iframes and Flash banners are all considered script ad media. Script ad media are particularly well suited to dynamic updating of content for example, for advertising products that change daily or weekly, best-sellers or special deals. Dynamic forms can also be realised in this way. The publishers integrate the code once; the exchange of the content occurs on the advertiser s server. Script ad media are only cleared by zanox (banner@zanox.com) following successful testing. The following specifications are required for special ad media (HTML and script): x Mandatory (x) Optional - Selection not available Ad media Link with parameters Link format Link name Link text Image source HTML x x x (x) - - (x) x Script x x x (x) - - (x) x Link target address External link generator Retrieval code zanox Ltd Ad Media Guide Last updated 08/2014 Page 7

1.2.3 Overview expanded ad media (deep link and ad media generators) Link with parameters (dynamic deep link) Every ad medium can be configured as a so-called deep link. With a deep link, you give the publisher the opportunity to individually adapt the target URL, or to make it dynamic. in this way, a deep link can link to defined categories, or individual products, or may trigger off a search. Use the Instruction field in order to leave a description for the publishers. x Mandatory (x) Optional - Selection not available (-) Selection not recommended Link with Link for- Link name Link target Link text Image External Retrieval parame- mat address source link gene- code ters rator x x* x x x* x* (-) x * Specification is dependant on the type of ad media used Example: Deep link category instructions Example: Deep link product search Set up as follows: Link to target address (URL) www.your-domain.com/productsearch?searchterm= Publisher code:   <img src= http://ad.zanox.com/ppv/?12900469c78488100 align= bott om width= 1 height= 1 border= 0 hspace= 1 ><a href= http:// ad.zanox.com/ppc/?12900469c78488100t&ulp=[[xxx]] >product</a>  zanox Ltd Ad Media Guide Last updated 08/2014 Page 8

The publisher may now replace the XXX with a search word of their choice. One possible integration could look like this:   <img src= http://ad.zanox.com/ppv/?12900469c78488100 align= bottom width= 1 height= 1 border= 0 hspace= 1 ><a href= http://ad.zanox.com/ppc/?12900469c78488100t&ulp=[[coffeebe ans]] >coffeebeans</a>  Retrieval of the zanox tracking link: http://ad.zanox.com/ppc/?12345678c12345678t&ulp=[[coffeebeans]] Then leads to: http://www.your-domain.com/productsearch?searchterm=coffeebeans External link generator (ad media generator) With the External link generator, you make a self-developed widget or ad media generator available to your publishers. With this link, you can transfer a zanox partner identifier to your application. (This option is not available with image ad media). The following specifications are necessary for external link generators: x Mandatory (x) Optional - Selection not available (-) Selection not recommended Link with Link for- Link name Link target Link text Image External Retrieval parame- mat address source link gene- code ters rator (-) (-) x x x* x* x x* *Specification is dependant on the type of ad media use External link generator, example link: http://www.your-domain.com/widget.asp?zanpid=##partner_id## zanox Ltd Ad Media Guide Last updated 08/2014 Page 9

Example of the ad media generator publisher view: http://www.yourdomain.com/widget.asp?zanpid=12345678c123456780t Advertiser Widget A link containing the publisher s zanox partner identifier is provided to the publisher via the External link generator. The partner identifier can be used by your widget to create zanox ad media. 1.3. Special ad media 1.3.1 General information Use of HTML header data Do not use HTML header data i.e. no tags of the html, head, title, meta, body or doctype variety. All publisher websites already have these specifications. Use of HTML forms When use HTML forms, note that only the GET method is supported. Often it is not sufficient to re-write the form to method= GET. The website receiving the data must also sup- zanox Ltd Ad Media Guide Last updated 08/2014 Page 10

port this method. Your web administrator can advise you in case of doubt. Use of stylesheets If you use stylesheets for your HTML/script ad media, the zanox user interface (and therefore possibly also the publisher s website) must not be altered by your inserted style. Faults can occur here primarily through the use of style-specs for general tags such as e.g. body, td or a. If changes to the zanox user interface should occur through the ad media s stylesheet, zanox reserves the right to withhold the clearance of the ad media in question. If several ad media are displayed on a page e.g. in the zanox ad media overview - the ad media styles here may also overlap and influence each other. The above problems can be effectively avoided if you always use clear, unique identifiers and refer to these in the CSS (see example). Wrong: Unnecessary tags/styles can overlap one another. <!DOCTYPE HTML PUBLIC> <html><head> <style type= text/css > * {font-size:300%;} body {font-face:serif;} td {margin-top:100px; margin-bottom:100px;} </style></head> <body bgcolor= #3d3d3d > <table><tr><td>my ad media</td></tr></table> </body></html> Correct: No style overlapping possible. <style type= text/css > #youradmedia0709 {font-size:300%; font-face:serif;} #youradmedia0709 td {margin-top:100px; margin-bottom:100px;} </style> <div id= youradmedia0709 > <table><tr><td>my ad media</td></tr></table> </div> zanox Ltd Ad Media Guide Last updated 08/2014 Page 11

1.3.2 JavaScript Publishers integrate the partner code once; the exchange of the content occurs on the advertiser s server. The partner code is transferred with retrieval of the script and must also be contained in the links or forms that are returned. Use a separate file for the JavaScript code, rather than integrating it directly. This file contains all necessary functions for the creation and integration of zanox tracking. <script type= text/javascript src= http://www.your-domain.com/ script.js ></script> The transfer of the zanox tracking parameter is carried out via your banner s function retrieval ( your_function in the example). At the same time, the necessary zanox tracking parameter is transferred to your function. <script type= text/javascript > your_function( zanox_tracking_host, zanox_tracking_param ); </script> Ensure that the zanox_tracking_host and zanox_tracking_param parameters are contained in the script. For the publisher, these parameters are replaced by the partnerspecific zanox tracking code. JavaScript with form and link outputs Set up as follows: <script type= text/javascript src= http://www.your-domain.com/ script.js ></script> <script type= text/javascript > your_function( zanox_tracking_host, zanox_tracking_param ); </script> Publisher code:   <img src= http://www.ad.zanox.com/ppv/?12345c123456789 align= bottom width= 1 height= 1 border= 0 hspace= 1 > <script type= text/javascript src= http://www.your-domain.com/ script.js ></script> <script type= text/javascript > zanox Ltd Ad Media Guide Last updated 08/2014 Page 12

your_function( http://www.ad.zanox.com/ppc/, 12345C123456789T ); </script>  Example function that is contained in your outsourced JavaScript file (http://www.yourdomain.com/script.js): function your_function(zanox_tracking_host, zanox_tracking_param) { var zanox_link = zanox_tracking_host +? + zanox_tracking_param + = ;... document.writeln( <a href= + zanox_link + http://www.yourdomain.com/product1 >product 1</a> ); document.writeln( <a href= + zanox_link + http://www.yourdomain.com/product1 >product 1</a> );... document.writeln( <form action= + zanox_tracking_host + method= get > ); document.writeln( <input type= hidden name= + zanox_tracking_ param + value= http://www.your-domain.com/evaluation.php? > );... Ensure that all of your banner s website retrievals are prefixed with the zanox tracking link and that forms are implemented in accordance with zanox specifications. For this, create a form tag that contains the zanox_tracking_host parameter transferred from zanox as action. Extend the form by an directly-following additional input field of the hidden - type, and insert the link target address to the script (which you would normally define in the form-tag as action ) as value i.e. enter the URL here that normally evaluates the form data and displays the search results. In general, the link should be followed by a question mark. The following form data is also sent from the zanox tracking server and transferred to your link target address. 1.3.3. Iframe Using Iframes has the advantage that the content of the banner is located on one of your servers and that you have the possibility to exchange the content at any time, without your publisher having to update the ad medium. On the other hand, however, you must always ensure that the pages integrated in this way remain trackable. Therefore, we recommend zanox Ltd Ad Media Guide Last updated 08/2014 Page 13

this ad media only for advanced users or, respectively, for users with a basic knowledge of web development. Transfer of zanox parameters per GET Since Iframe content is normally hosted on your server, zanox cannot place the tracking code themselves during clearance. It is however possible to implement tracking via GET parameters that are appended to the Iframe retrieval of the ad medium. Set up as follows: <iframe src= http://www.your-domain.com/iframe.php?zanox_tracking_host=&zanox_tracking_param= ></iframe> Publisher code:   <img src= http://www.ad.zanox.com/ppv/?1234c1234567850 align= bottom width= 1 height= 1 border= 0 hspace= 1 ><iframe src= http://www.ihre-domain.com/iframe. php?zanox_tracking_host=http:// ad.zanox.com/ppc/&zanox_tracking_param=1234c1234567850t%26ulp ></iframe>  The following PHP example code only functions once you have filled the variables $zanox_tracking_host and $zanox_tracking_param beforehand, by means of the GET method. Consult with your web administrator or refer to the documentation for the web technology used, to find out how to scan server variables. a) Creation of simple links (example in PHP) Integrate the parameters in the following format: echo <a href=.$zanox_tracking_host.?.$zanox_tracking_ param. =http://www.your-domain.com/produkt1.html >product 1</ a> ; b) Creation of forms (example in PHP) When using forms, proceed as in the HTML form example (see JavaScript with form and link outputs section) and insert the parameters in accordance with the following schematic: echo <form method= get action=.$zanox_tracking_host. > <input type= hidden name=.$zanox_tracking_param. value= http://www.your-domain.com/search.php? /> ;... zanox Ltd Ad Media Guide Last updated 08/2014 Page 14

1.3.4. Flash banner A Flash banner must have a clickable surface. In general, this is a transparent button that lies on top of the Flash film. At the same time, this click-surface must be furnished with a link that may not, under any circumstances, be hard-coded (e.g. http://www.your-domain. com ), but which must instead refer to the content of an external variable. This parameter is most often called incomingurl, clicktag or clicktag and is transferred to the Flash film in the HTML retrieval code. At the same time, ensure that the parameters in the Flash code and the retrieval code are written identically (in particular, upper case / lower case). Banners that do not have these characteristics cannot be provided with tracking by zanox and, thus, cannot be cleared. Use the following ActionScript code example as a reference when creating Flash banners: // Default code (Please provide the landing page in the zanox UI.) on (release) { } geturl(_root.incomingurl, _blank ); // Alternative code (e.g. for banners with multiple targets) on (release) { geturl(_root.incomingurl + http://www.landingpage.com, _ blank ); } // ActionScript 3.0 (needs customising to fit your script) ButtonName.addEventListener(MouseEvent.MOUSE_UP, urlrequest); function urlrequest(evt:mouseevent):void{ var clickurl:string = root.loaderinfo.parameters.incomingurl; } var clickrequest:urlrequest = new URLRequest(clickUrl); flash.net.navigatetourl(clickrequest, _blank ); zanox Ltd Ad Media Guide Last updated 08/2014 Page 15

When implementing the HTML retrieval code, you have the following options: Integration of the Flash banner via zanox Flash loader Integration of the Flash banner via the Object and Embed HTML tags zanox Flash Loader For the integration of Flash banners, we recommend the zanox Flash loader. The zanox Flash loader is a JavaScript that generates browser-specific output. The following cases are distinguished: Java script is deactivated Placeholder image is issued Flash plug-in is not present Placeholder image is issued Java script and Flash plug-in are present Flash banner is issued Example: zanox Flash loader with placeholder image. Set up as follows: <script language= javascript src= http://www.zanox-affiliate.de/ ppv/images/programs/flash_load/flash_loader_v3.js ></script> <script type= text/javascript > zxflash( http://www.your-domain.com/flashbanner.swf, http://www.your-domain.com/placeholder.gif, 120, 600, opaque, http://www.your-domain.com, XXX ); zanox Ltd Ad Media Guide Last updated 08/2014 Page 16

</script> <noscript><a href= http://www.your-domain.com target= _ blank ><img src= http://www.your-domain.com/placeholder.gif border= 0 width= 120 height= 600 alt= ></a></noscript> If you have no placeholder images to hand, then you can use the following simplified script: Example: zanox Flash loader without placeholder image. Set up as follows: <script language= javascript src= http://www.zanox-affiliate.de/ ppv/images/programs/flash_load/flash_loader_v3.js ></script> <script type= text/javascript > zxflash( http://www.your-domain.com/flashbanner.swf,, 120, 600, opaque, http://www.your-domain.com, XXX ); </script> As an alternative to the zanox Flash loader, you may also use the classic HTML code with the HTML tags Object and Embed. HTML code Set up as follows: <object classid= clsid:d27cdb6e-ae6d-11cf-96b8-444553540000 codebase= http://fpdownload.macromedia.com/pub/shockwave/cabs/ flash/swflash.cab#version=6,0,0,0 width= 728 height= 90 > <param name= movie value= http://www.your-domain.com/flashbanner.swf /> <param name= FlashVars value= XXX com /> =http://www.your-domain. <param name= menu value= false /> <param name= quality value= high /> <param name= bgcolor value= #ffffff /> <embed src= http://www.your-domain.com/flashbanner.swf FlashVars= XXX =http://www.your-domain.com menu= false quality= high bgcolor= #ffffff width= 728 height= 90 type= application/x-shockwave-flash pluginspage= http://www.mac- zanox Ltd Ad Media Guide Last updated 08/2014 Page 17

romedia.com/go/getflashplayer /> </object> Adapt the parts of the example marked in colour to the variables used in the Flash film. The parameters in detail: (1) Red: URL of the Flash banner (SWF) (2) Violet: Placeholder image (JPG, GIF, PNG) (3) Green: Width and height details in pixels (4) Orange: Landing page of the ad medium ( link URL ) (5) Blue: Replace XXX with the click parameter of the Flash banner (clicktag, incomingurl etc.), exactly as indicated in the Flash banner (SWF). 1.3.5 zanox page peel A page peel is a small dog-ear located at the top right or left of the website. As soon as the mouse pointer is moved over this corner, the page peel rolls out and the advertisement appears. By clicking on this advertisement, the user is redirected to the desired website. Both images are split diagonally; the content is located on only one half of the image. zanox offer their own solution for this ad medium. If you wish to use this, then create a script ad medium and integrate the following code: <script type= text/javascript src= http://www.zanox-affiliate. de/ppv/images/programs/page_peel/pagepeel_v3.js ></script> <script type= text/javascript > writepeel( http://www.your-domain.com/image500x500.jpg, http://www.your-domain.com/image100x100.jpg, http://www. your-domain.com, right );</script> zanox Ltd Ad Media Guide Last updated 08/2014 Page 18

(1) Image URL, large image: 500x500 Pixel, JPG, GIF, PNG (non-animated!) (2) Image URL, small image: 100x100 Pixel, JPG, GIF, PNG (non-animated!) (3) Link URL: Landing page ( Link URL ) enter in the script and also in the user interface (4) Position: right (default) or left. State in the Link description field that the ad medium merely displays a preview in the user interface. Example: For technical reasons, a normal image is displayed in this ad medium view, rather than the page peel! 1.3.6 zanox video player With the zanox video player, you have the opportunity to integrate videos as ad media. 1. Logo 2. Mouseover 3. Link text In this regard, send the following information to banner@zanox.com or to your zanox contact: Mandatory data: URL for film file in FLV format zanox will not convert any other video formats to FLV due to a potential loss of quality. It is advisable to export a file in FLV format from the original video material. Video size (height and width in pixels) Preview image in the same size as the film will appear before and after the video plays Target URL zanox Ltd Ad Media Guide Last updated 08/2014 Page 19

Optional data: Text for the mouseover effect URL for a logo Advice as to whether auto start/auto play functions should be activated or deactivated Standard: deactivated Name of the ad medium Ad medium category If you have sent all the necessary information to banner@zanox.com, zanox will create a video ad with the zanox video player. zanox Ltd Ad Media Guide Last updated 08/2014 Page 20

2. AD MEDIA MANAGEMENT 2.1 Ad media clearance Advertiser clearance After creating an ad medium, this is normally not visible to your publisher (standard setting). You can make the ad medium visible to your publisher via the Link status setting to do this, change the Link status from Configure to Active. The so-called advertiser clearance may be viewed in the ad media list and is represented by a 3-stage traffic light. Green means active, amber means configuration and red means inactive. zanox banner team clearance HTML and script ad media are shown by a further 2-stage traffic light. A red light means that the ad media must still be checked by the zanox banner team. Here, alongside a quality check, a test is carried out to ensure that the ad media can be tracked. To attain clearance, please send a list with ad media IDs for the relevant ad media to banner@zanox.com. Clearance will take place within two working days. zanox Ltd Ad Media Guide Last updated 08/2014 Page 21

On request, ad media can be made exclusively available to particular groups and/or partners: It can be seen in the list view ( Manage Ad Media ) whether an ad medium is cleared for particular partners or groups, by means of the following symbols: zanox Ltd Ad Media Guide Last updated 08/2014 Page 22

2.2 Categorisation of ad media We recommend that you categorise ad media to enable publishers to find the ad media quickly. To create new categories, click the link Manage Ad Media in the ad media list view. Assignment to a category may then be carried out in both the list view and in the editing mode of the individual ad media. The level setting for the categories is a programme-wide setting. If you require a deeper level than the preset, please get in touch with your zanox contact. 2.3 Editing ad media In order edit an ad medium, go to Operator > Manage Ad Media and then to Edit at the relevant ad medium. Here, the following points must be observed: If target URLs or image URLs are altered, the updating of partner links may be delayed by up to 3 hours, for technical reasons. With the exception of the retrieval code for the HTML and script ad media, you are free to alter any of the data, without the need for renewed clearance of the ad media by the zanox banner team. If the retrieval code for the ad media is altered, the following points must be observed: The 2-stage clearance traffic light changes to red. With this, your publishers can no longer find the ad medium in the user interface. Send a list with the IDs of all altered ad media to banner@zanox.com in order to have these cleared again. Note that HTML and script ad media whose retrieval code has been altered, will not be automatically updated on partner websites. It is therefore essential that you inform your publishers to obtain an updated publisher code. 2.4 Deactivating ad media You can deactivate ad media at any time. In order to minimise any potential impact this may have on the publishers, proceed as follows: 1. Set the banner to the status Configure and move it to its own folder (e.g. inactive ). Doing this ensures that ad media are no longer visible to publishers. 2. Inform the publisher about the deactivation of the ad media. Please inform your publisher approx. 3 weeks in advance. zanox Ltd Ad Media Guide Last updated 08/2014 Page 23

3. After this, the ad media can be left inactive or they may also be recycled, by uploading new banners under the same ad media IDs. For security reasons ad media cannot be deleted in the user interface. zanox may exceptionally delete ad media for you in case the following requirements are fulfilled: Publishers should be notified approx. 3 weeks in advance that an ad media is going to be deleted. The ad media to be deleted should no longer generate major traffic. If you comply with these regulations, get in touch with your zanox contact. zanox Ltd Ad Media Guide Last updated 08/2014 Page 24

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