Mads solution presentation. Make more money quicker and easier

April 2013 – Inside Digital Advertising 1
MADS Digital
Advertising Solutions

MARKET TRENDS: US
US mobile advertising spending grew 178% last year to $4.11 billion and spending is
expected to rise a further 77.3% to $7.29 billion in 2013.

MARKET TRENDS: ECOSYSTEM
‘The mobile ad ecosystem is more fragmented than the desktop ecosystem. In
mobile advertising, the rules of the road change with different combinations of
device, wireless operator, and operating system’

MADS VALUE PROPOSITION
MADS defragments the mobile marketing ecosystem by allowing inventory owners
(supply) to connect directly to brands (demand), reducing complexity in the entire
ad creation and delivery process and allowing all stakeholders to extract more
value from each ad impression
Inventory
owners
MADS allows inventory owners to monetise their assets
in a more efficient manner earning them a higher eCPM
(revenue per 1000 impressions) by:
▶  Better marketing of inventory through easy to
understand indexing and classifications
▶  Increased value of the audience (end-user base)
through user profiling and segmentation allowing
for better targeted campaigns
▶  One single ad solution across all channels
Advertisers
▶  Easier access to multiple ad inventory spaces across
channels, devices, and audience segments
▶  Better and more effective targeting of audiences
▶  Easier creation of rich media ads using intuitive
graphical user interfaces and relevant templates as
starting points
▶  Better tracking of status and results of campaigns
along the entire ad process
MADS value
proposition to
clients

WHY CHOOSE MADS?
Deliver an agile, high performance, high availabiliy, high featured, easy to use
platform from the cloud with great customer support and new features monthly
Target and deliver advertising
across all inventories
•  By enabling all inventories across Desktop, Tablet and
Smartphone thru a single platform
•  Being able to target and deliver all media, like text, images,
rich media, video, sms and mms
Promise Client benefit
Measure, analyze and report
everything
•  Track every interaction from end users with our solutions
and convert data into knowledge and understanding through
One insightful and easy to use web interface
Defragment complexity and
reach
•  Remove device, inventory and channel complexities and
aggregate to One reachable audience
•  Reduce advanced rich media advertising formats to simple to
use templates and drag & drop wizards
Collect, unify and make
addressable all end user data
•  Advanced user behavior and profiling algorithms allow for
unifying and enriching of unique end user data in One CRM
database for targeting across channels and inventories
Easy to integrate and use
solutions
•  “Software as a Service” and designed to be used “self-
service” through intuitive web interfaces though global
redundant data centers
1
2
5
4
3

Enabling Connections
Across the Value
Chain.

SOLUTION OVERVIEW
MADS enables publishers to generate more revenues quicker and more efficient by
connecting multiple demand sources true one platform with full transparency and
control across all channels
Brands
Audiences
Campaign
Manager
(Ad Operations)
Advertisers
& Agencies
Trading
Desks
Demand Side
Platforms
Ad Networks
& Exchanges
Desktop
Inventory
Manager
(Ad Placements)
Ad Manager
(Creative Management
& Ad Studio)
Analytics
(Knowledge & Insights)
Audience
Manager
(User Profiling &
Segmenting)
Yield
Manager
(Network Fill & RTB
Auctions)
Analytics
(Knowledge & Insights)
Tablet
Smartphone
Connected
TV
Game
Console
Bid Manager
(Trading Desk)
ROADMAP

April 2013 – Inside Digital Advertising
PUBLISHERS PYRAMID OF MONETIZATION
By finding, monitoring and optimizing the mix between premium, audience and
performance, publishers can maximize their revenues across all inventory channels
1
Premium Spot Buys
▶  Based on guaranteed reach / spots / premium content
▶  F500 advertisers
▶  CPM based pricing, approx CPM EUR 2 - 10
▶  Basic & Rich Media advertisements
2
RTB Audience Reach Buys
▶  Based on audience reach and/or performance
▶  F500 & Local (brand) advertisers
▶  CPM & CPC based pricing, approx eCPM EUR 0,50 - 4
▶  Basic & Rich Media advertisements
3
Networks Performance
▶  Based on performance
▶  Local, apps, content & lead generation
▶  CPC based pricing, approx eCPM EUR 0,20 – 2
▶  Basic Media and text advertisements
4
Networks Conversion
▶  Based on conversion
▶  App installs, m-commerce & lead generation
▶  CPA/CPI based pricing, approx eCPM EUR 0,20 – 1
▶  Basic Media and text advertisements
8

▶  Non-Guaranteed
9
HOW RTB DIFFERS FROM DIRECT SPOT BUYS
For marketers that want to run display ad campaigns, choosing between direct
channels and real-time bidding (RTB) platforms might seem a little unclear at first
Direct Channel Buys RTB Buys
Targeting ▶  Audiences
Supply ▶  Guaranteed
Workflow ▶  Manual ▶  Programmatic
Pricing ▶  CPM ▶  eCPM
Vs.
▶  Channels
Accessibility ▶  Complex ▶  Easy

Extreme Localized
Personalized
Segmenting.

Campaign
Manager
CAMPAIGN MANAGER
Create, run, analyze and optimize direct sold campaigns with precise reach,
extreme targeting and razor-sharp placement of ads from brands and agencies
Key benefits of using the Campaign Manager
▶  Configure and run direct sold campaigns
across desktop, tablet and smartphone
▶  Designed by and for ad operations teams
who manage and optimize large number of
campaigns on a daily basis
▶  Query tool to find and understand future
availability of ad placements
▶  Target campaigns against a long list of
properties, including publisher own CRM
data, MADS calculated user profiles and
segments and 3rd party data/segments
▶  Target campaigns based on GPS location,
accurate to 25 meters (apps only)
▶  Target based on applications installed on
phone (apps only)
▶  Have access to real-time analytics on
campaign progress and performance
▶  Ability to export, share and email reports
with all campaign stakeholders
Scheduling & Parting
Prioritizing
Capping & Limits
Targeting
Budget Control
Creative Sequencing
Availability Forecast
Analytics
Placement Targeting
Location Targeting
Device Targeting
Audience Targeting
App Targeting
Re-Targeting
11

Campaign
Manager
CAMPAIGN MANAGER
Create, run, analyze and optimize direct sold campaigns with precise reach,
extreme targeting and razor-sharp placement of ads from brands and agencies
Scheduling & Parting
Prioritizing
Capping & Limits
Targeting
Budget Control
Creative Sequencing
Availability Forecast
Analytics
Placement Targeting
Location Targeting
Device Targeting
Audience Targeting
AppContext Targeting
Re-Targeting
▶  Placement Size/IAB Name
▶  Placement Type
▶  Placement Category
▶  Content Country
▶  Content Category
▶  Ad Network Name
▶  Publisher Name
▶  Channel Name
▶  Placement Name
▶  Device Brand
▶  Device Model
▶  Device User Agent
▶  Browser Name
▶  Browser Version
▶  OS Name
▶  OS Version
▶  Screen Width
▶  Screen Height
▶  Connection Type
▶  Display Orientation
▶  Country
▶  City
▶  Region
▶  Zipcodes
▶  DMA
▶  ISP
▶  IP Address
▶  Organisation
▶  Cell ID
▶  GPS Co-ordinates
▶  Gender
▶  Age
▶  Interests
▶  Householding
▶  Ad Category Preferences
▶  Apps: Gender
▶  Apps: Age Group
▶  Apps: Interests
▶  Apps: Installed
▶  Apps: Brands
▶  Ads Seen
▶  Ads Clicked
▶  All devices in household
12

CAMPAIGN MANAGER
One insightful campaign Launchpad to review, manage and optimize campaigns
across all channels and devices
13
Search
Key
Statistics
Grouping

CAMPAIGN MANAGER
Understand your inventory availability across all channels and devices true one
single interface and easy to use query builder
14
Query
Builder
Total
Availability
Individual
Segments

MARKET TREND: LOCATION IS IMPORTANT
U.S. mobile local advertising revenues are expected to grow from $1.2 billion in
2012 to $9.1 billion in 2017, a CAGR of 49.3 percent and a 6.1% share of local
media ad reveues
15

Create Any Ad
Format. Deliver Any
Ad Format.

MOBILE ADVERTISING FORMATS
MADS supports any advertising format any advertiser wants, and is only bound by
the restrictions set by the publisher, content or device type
Check http://advertiser.madsone.com/ for more information on ad formats and specs

AD STUDIO
Build engaging rich media ads within minutes by using the MADS pre-made
templates across desktop, tablets and smartphones
Key benefits of using Ad Studio
▶  ONE Ad Studio lets you choose from various
Templates, which are inspired by IAB Rising
Star ad formats and IAB MRAID compliant.
▶  Each Template functions as a canvas, on
which multiple content items can be
placed using drag-and-drop.
▶  There are many content items available,
including Video, Image, Swipe, Share and
Text.
▶  ONE Ad Studio fosters interactivity that fits
any device: Click-to-Site or Appstore, Click-
to-SMS, Click-to-Calendar and Click-to-
Email.
▶  All Ad Events are registered and included in
comprehensive Creative Event Reports,
which can be used to optimize an Ad at any
time during a campaign.
▶  Compatible wit ad tags from InMobi Studio,
Celtra, Crisp, etc
18

Converting Data into
Knowledge and
Insights.

CAMPAIGN ANALYTICS
The advanced analytics engine allow users to slice data into more than 25 sub-
dimensions for a better understanding and insight in best performing segments
Key benefits of using Analytics
•  Key performance indicators
summarized in top bar
•  Data available in real-time or
near-real-time
•  Draw bar charts per day, week
or month to spot trends
•  Draw pie chart across
aggregated periods to
determine weights
•  Split data into 30 additional
sub-dimensions for deeper
insights and understanding
•  Export data to Excel
•  Subscribe to receive hourly,
daily, weekly, monthly reports
pushed by email
•  Share real-time reports in the
browser stakeholders
20
Export Share
Schedule
30
Dimensions
Key
statistics
Data by
Hour

Inventory is Shifting
Trends are Changing.

MARKET TREND: IT’S AN APP WORLD. THE WEB JUST LIVES IN IT
By 2014, mobile internet should take over desktop internet. U.S. consumers spend
almost 3h per day on smartphones and tablets. 80% of that time (2h7m) is spent
inside apps and 20% on mobile browsing

User Identity & Profile
Collection
MRAID 2.0 Rich Media
Ad Templates
Ad Interaction &
Engagement Analytics
Inventory
Manager
Supply Source
Connectors
Application SDKs
1st Party Data
Collection
Real-Time Supply
Analytics
Google SDK
integration
23
INVENTORY MANAGER
Connect and control any inventory supply across desktop and mobile, enrich it with
1st party and 3rd party profiling data and monetize direct or true an DSP
User Identity & Profile
Collection
HTML5 Rich Media Ad
Templates
Ad Interaction &
Engagement Analytics
3rd Party Connectors,
eg AdTruth
!
Without a solid solution to power your mobile app monetization, you will loose
(by comparison) revenues quickly in the next 12 to 18 months

Audience
Manager
Identify & Unify
1st Party Data
Collecton
Map Join, Analyse,
Segment & Predict
Make Adressable
24
AUDIENCE MANAGER
Using various sources of data and algorithms, converting data into knowledge,
publishers extract higher eCPMs from inventory because advertiser bids are higher
3rd Party Data
Collection
Key benefits of using the Audience Manager
▶  Having the right data is key for getting
higher bids from DSPs via RTB
▶  The ability to ingest publishers own data,
like subscription data, interests,
preferences, etc
▶  The ability to connect any third party data
source to enrich the data, like BlueKai,
Datalogix, AddThis, AdAdvisor, Acxiom,
Polk, Datonics, i360, audiencerateX,
Exelate, etc
▶  Define custom segments and make them
addressable in the targeting interface
▶  Audience analytics for additional insights
and targeting ideas
Audience Analytics
▶  Gender
▶  Age Group
▶  City of Living
▶  Income Group
▶  Travel Habits
▶  Lifestyle
▶  Devices in Household
▶  Etc.
▶  Content Category Preferences
▶  Ad Category Preferences
▶  Ads Seen
▶  Ads Clicked
▶  Etc.
▶  Apps: Gender
▶  Apps: Age Group
▶  Apps: Interests
▶  Apps: Installed
▶  Apps: Brands
▶  Pub: Subscriber Type
▶  Pub: Subscription End
▶  Pub: Income Group
▶  Pub: Music Preferenceis
▶  Etc

AppContext Targeting
Magic.

APPCONTEXT TARGETING
Increase campaign CTR with a factor of 2-10x and increase advertiser spent / bids
with 10-25% by providing the audience the advertiser seeks
AppContext
Targeting
Collect 1st party Data
Collect App Store Data
Calculate User Profile
Make Addressable
▶  Aggregating generic device information and
comparing this against the description in the
App stores, we calculate end user profiles in
real-time and use the result for ad targeting
or enriching RTB requests with relevant data
▶  Across all users using your applications
across iOS and Android
▶  Across all applications using a MADS SDK
version 4+
▶  Calculated user profiles are used for better
ad targeting
▶  Calculated user profiles are used for
enriching RTB requests with relevant data
How does it work?
When does it work?
What is it used for?
AppContext Analytics
▶  App: Gender
▶  App: Age Group
▶  App: Interests
▶  App: Installed
▶  App: Brands

By using the MADS SDK inside your application, end user segments and key targeting
criteria become available in the user interface to target campaigns against
▶  Gender
▶  Age group
▶  Parents with young children
▶  Finance
▶  Travel
▶  Fast moving consumer goods
▶  Fitness
▶  Dating
▶  Automotive
▶  Music
▶  Movies
▶  American Express, Kraft, BusinessWeek,
Angry Birds, Cut the Rope, WordFreud, etc
Demographics
Interests
Brands (for example)
▶  ADVANTAGE:
▶  Every device is targetable
▶  We calculate gender data for every.
▶  We single out devices with shopping
and fashion interests
▶  Result:
▶  Gender targeting improves CTR x2
▶  Fashion and shopping targeting
improves CTR x4
▶  The advertiser only buys inventory that
matches the advertisement
▶  Financials campaign:
▶  Cost per click significantly reduced
▶  Conversions significantly increased
Lifting Campaign Performance

Following international privacy standards set by the US FTC and EU Privacy Act, we
do not store any personal identifiable information (PII) or application data, but re-
calculate the profile with every single ad request again and again
▶  The technology does not track users nor does it require to record a history of
interactions of the user or his device
▶  The technology (re-)calculates a demographic profile for every ad request
▶  Input to the targeting algorithm are non personal identifiable data only (e.g.
device information, operating system and app usage
▶  The algorithm uses a real-time connection with iTunes and the Google Market
place to incorporate generic app data to calculate demographic profiles
▶  The data input to the technology, and the output generated can not be used to
identify a user or his device
▶  The technology does not access any personal information on the device (e.g.
Contacts, Photos, or other personal media
▶  All data is transferred using https
▶  Calculated results are encrypted to prevent leaking of information
No user tracking
Non-personal-identifiable information only
No access to personal data
Results are encrypted to protect user privacy

Increase Yield with
RTB Auctions.

YIELD MANAGER
Optimizing yield by connecting publisher inventory to every possible advertising
source in the value chain and by providing full transparency and reporting
Yield
Manager
RTB Auctions
Demand Source
Integration
Real-Time Demand
Analytics
Yield Optimization
Key benefits of using the Yield Manager
▶  Direct connections to SSP platforms like
Pubmatic and Rubicon
▶  Direct connections to DSP like InMobi,
Adfonic and 20 more
▶  Direct connections with a growing lists of
Trading Desks
▶  Easy to use tools to blacklist creatives and
ad categories
▶  Insightful yield analytics
Ad Network
Integration
Networks
And 20+ more networks…
Demand
And more coming soon…

Software as a Service
Delivered Personally.

AT YOUR SERVICE
We believe ‘the more you engage with customers, the clearer things become and
the easier it is to determine what you should be doing’
Client
Services
Account
& Yield
Management
Solution
Development
CUSTOMER
•  Re-active
•  Supports with integrations
•  Resolves platform questions
•  Resolves operations issues
•  Pro-active
•  Analyses customer trends
•  Optimize RTB yields
•  Shares market knowledge
•  Updates on new features
•  Additional services, eg analytics
•  Contract renewal
•  Re-active
•  Feature requests
•  Second line technical support
•  Custom projects
Why the 360 customer approach is important
•  ‘Customers don’t expect you to be
perfect. They DO expect you to fix
things when they go wrong’. (Donald
Porter, British Airways)
•  ‘Get closer than ever to your customers.
So close, in fact that you tell them what
they need well before they realize it
themselves’. (Steve Jobs, founder of
Apple)
•  ‘If you are not serving the customer,
your job is to be serving someone who
is’. (Jan Carlzon, CEO of SAP)
•  ‘Your most unhappy customers are your
greatest source of learning’. (Bill Gates,
founder of Microsoft)
•  ‘If we don’t take care of our customers,
someone else will’. (Unknown)
32

CLIENT SERVICES RESPONSE TIMES MARCH 2013
Average response time of 4 hours (including non working days like weekends) and
90% of tickets responded within 8 hours

KEY PLATFORM DELIVERY STATISTICS
MADS geo-redundant data centers are monitored 24x7 and had no unscheduled
down time in the last 12 months
Key data center facts
•  100% up time of ad deliveries in
past 12 months (excluding
scheduled maintenance)
•  Geo-redundant data centers with
own hardware and 24x7 network
operations center
•  Processing more than 10 billion
requests per month (12.000 per
second)
•  Ad request response times of
less than 100ms (including
network latency)

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