This is more detailed look at the pain points encountered by all the constituents in the digital advertising workflow.

1. Client Pain Points
Sales
Media Approvals and
Client-site Tracking Analytics Client
Marketing Strategy I/O Authorization
T
EN
Driven Funding -
Factors Approvals Creative Creative
LI
Decisions Gnl Ledger
C
Approvals Approvals
EN E
Creative Creative
G IV
Y
C
Creative
A AT
Research Specs
E
R
C
QA Creative Changes
Camp
Post-buy -
Y
RFP / Buy - Mngmnt - Agency Billing -
A DIA
C
Planning Reporting Analytics -
EN
Proposals Negotiate Trafficking - Delivery Reconcile
E
G
Optimization
M
Ad Ops
Change Orders
Camp
Media IO's - Ad Mngmnt - Media Media Invoices -
ER
O IA
Optimization
ED
N
Inventory Sales Trafficking - Delivery Reporting Billing
W
M
Ad Ops
Research
Numerous media Periodic Creative Client‐
Client‐side metrics Objective analytics are
OK’s via fax Reviews disagree with 3PAS costly, hard to find
1

2. Creative Agency Pain Points
Sales
Media Approvals and
Client-site Tracking Analytics Client
Marketing Strategy I/O Authorization
T
EN
Driven Funding -
Factors Approvals Creative Creative
LI
Decisions Gnl Ledger
C
Approvals Approvals
EN E
Creative Creative
G IV
Y
C
Creative
A AT
Research Specs
E
R
C
QA Creative Changes
Camp
Post-buy -
Y
RFP / Buy - Mngmnt - Agency Billing -
A DIA
C
Planning Reporting Analytics -
EN
Proposals Negotiate Trafficking - Delivery Reconcile
E
G
Optimization
M
Ad Ops
Change Orders
Camp
Media IO's - Ad Mngmnt - Media Media Invoices -
ER
O IA
Optimization
ED
N
Inventory Sales Trafficking - Delivery Reporting Billing
W
M
Ad Ops
Research
No central creative Testing creative Periodic Creative Creative out‐of‐the‐
Creative out‐of‐the‐
spec Db too late (QA) Reviews loop w/Analytics
2

3. Media Agency Pain Points
Sales
Media Approvals and
Client-site Tracking Analytics Client
Marketing Strategy I/O Authorization
T
EN
Driven Funding -
Factors Approvals Creative Creative
LI
Decisions Gnl Ledger
C
Approvals Approvals
EN E
Creative Creative
G IV
Y
C
Creative
A AT
Research Specs
E
R
C
QA Creative Changes
Camp
Post-buy -
Y
RFP / Buy - Mngmnt - Agency Billing -
A DIA
C
Planning Reporting Analytics -
EN
Proposals Negotiate Trafficking - Delivery Reconcile
E
G
Optimization
M
Ad Ops
Change Orders
Camp
Media IO's - Ad Mngmnt - Media Media Invoices -
ER
O IA
Optimization
ED
N
Inventory Sales Trafficking - Delivery Reporting Billing
W
M
Ad Ops
Research
Reporting and With 2 sets of #’s, billing is
g
Lack of Cost …needs manual I/O needs signed Production and QA
P d i d QA tracking, manual always discrepant
Db… RFP process authorization, fax by Media Agency
Discrepancies b/w Constant optimization is Billing is often late,
Inventory selection but T&C Manual re‐
Manual re‐key Camp agency/pub 3PAS costly but with high ROI under‐
under‐detailed
unable to hold Negotiation Management system 3

4. Media Owner Pain Points
Sales
Media Approvals and
Client-site Tracking Analytics Client
Marketing Strategy I/O Authorization
T
EN
Driven Funding -
Factors Approvals Creative Creative
LI
Decisions Gnl Ledger
C
Approvals Approvals
EN E
Creative Creative
G IV
Y
C
Creative
A AT
Research Specs
E
R
C
QA Creative Changes
Camp
Post-buy -
Y
RFP / Buy - Mngmnt - Agency Billing -
A DIA
C
Planning Reporting Analytics -
EN
Proposals Negotiate Trafficking - Delivery Reconcile
E
G
Optimization
M
Ad Ops
Change Orders
Camp
Media IO's - Ad Mngmnt - Media Media Invoices -
ER
O IA
Optimization
ED
N
Inventory Sales Trafficking - Delivery Reporting Billing
W
M
Ad Ops
Research
Late Creative costs With 2 sets of #’s, billing is
g
No consistent RFP Holding inventory Double entry for I/O FTE and Inventory always discrepant
process/forms costly and inefficient and Traffic
To offset under delivery, Billing and Ad
Discrepancies b/w
Inventory management T&C always over deliver servers don’t talk
agency/pub 3PAS
difficult, needs networks Negotiation 4

5. Contact Information
Leo Scullin – lscullin@arkoseconsulting.com
• New York +1 (917) 439 5059
New York +1 (917) 439‐5059
William Kane – bkane@arkoseconsulting.com
• New York +1 (917) 363‐3621
Proprietary and Confidential 5