Driving Results with Cross-Device Marketing Solutions

Adometry XCMO Summit10.10.13

Consumers Move Seamlessly Across All Devices. Actually, They Do That 27 times every hour!

STRICTLY CONFIDENTIAL 2Sources: 1. NPD, March 2013; 2. Nielsen, “Cross Platform Report,” Q2 2012; 3. eMarketer, 2012; 4. Conlumino & Webloyalty, 2012.

Screen Switching: • Digital Natives switch screens 27X

every non-working hour1

Device Proliferation: • 5.7 internet-connected devices per

household2

Co-viewing:• 40% of tablet/smartphone owners

watch TV with their mobile device daily3

Purchasing Across Devices: • 40% of shoppers consult 3 or more

channels before purchase4

A complete change in consumer behavior: We are all multi-tasking on multiple screens throughout the day

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But The Problem For A Marketer is: Today’s Marketing Solutions Are Far From Seamless

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Resulting Challenges for Marketers, Publishers & Agencies• Single Screen Point Solution gives a misleading, incomplete view of consumer

• Difficult to target users across devices

• Lack of cross-device analytics, attribution ability

• Lack of seamless content and commerce experience for a consumer cross screens

M A R K E T E R V I E W W I T H T R A D I T I O N A L M A R K E T I N G T E C H N O L O G Y

Tapad: A Unified View of Cross-Device Consumers

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Tapad’s Unified View of customers across devices enables: • Cross-device Audience Targeting

• Cross-device Re-targeting & Creative Optimization

• Cross-device Analytics & AttributionTA PA D V I E W

Tapad Device Graph™

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The Power of Device BridgingCross-Platform Remarketing,

Audience Buying and Analytics

Device Bridging – how it works:• We’ve built a predictive algorithm that

processes 200 Billion data points per month to bridge devices

• Anonymously associates multiple devices with a single user

• Bridges computers, smartphones, tablets, connected TVs, and gaming consoles

• Leverages intelligence across devices

• 700M connected devices

• Solution deployed with 140 of Fortune 500 Brands and Top US Publishers

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OUR OBJECTIVE IS TO ENSURE THAT EVERY MOBILE CONSUMER IS EMPOWERED AND INFORMED.

Tapad Is a Market Leader in Privacy

“For the first time in mobile advertising, Tapad was able to deliver the DAA's Advertising Choices icon on every mobile impression delivered through their platform. Crucially, they were also able to provide a persistent, mobile web opt-out for consumers.”

Scott Meyer CEO of Evidon, as quoted in Advertising Age

The Device Graph is built using only privacy safe methods:1. No Personal information (PII)

2. Clear notice to consumer in 100% of the ads thru the AdChoices icon

3. Consistent opt out 100% of the time thru industry first partnerships with Evidon and TRUSTe

Tapad Device Graph™Media

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Media Applications:• Cross-Device Targeting

• Retargeting• 1st Party DMP mobile enablement • 3rd Party Data mobile enablement• Custom Segment Development

• Billions of imps available monthly across computers, tablets, mobile devices, game consoles and C-TV

• Banners, Video, Rich Media

• Programmatic or IO based

Dynamic Creative:• Sequence Messages Across Devices

• Dynamically Pass data Across Platform

• Easily integrate with DCO Engines or Adservers

The Power of Device BridgingCross-Platform Remarketing, Audience Buying, Sequencing

Tapad Device Graph™Cross Screen Commerce Personalization

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Creating a Continuous Commerce Experience Cross Devices• Provide Continuous User Experiences Across

Devices • Activate Visitor Intelligence to Optimize Content

Experiences Across Devices• Data including Carrier, Handset, Company and

use it in real time, number of Devices

• Push Data to Dynamic CMS e.g. Test & Target• Amplify Existing Marketing Efforts

• e.g. T-Mobile conquesting site experience coordinated with a Media Campaign

Tapad Device Graph™ & AdometryMeasurement: Cross-Device Advanced Attribution

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DATA MODEL RESULTS

AdVolumes

ExogenousData

KPI’s

Budget

Constraints

Optimizer

Non-LinearPredictiveModel

Media Modeler

Optimization Recommendations

??

?

Forecast Predictions

Attribution Credit

Tapad’s Device Graph

Adometry’s Advanced Attribution

Tapad Device Graph™ & AdometryMeasurement: Cross-Device Advanced Attribution

Simple Attribution Methodologies

Cross-Device Advanced Attribution

Tapad Partners with Leaders in the Ad Tech ecosystem

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DIGITAL FIRST-PARTY

OFFLINE FIRST-PARTY (DMP)

THIRD-PARTY

ANALYTICS & MEASUREMENT PLATFORMS

OPTIMIZATION PLATFORMS

MONETIZATION & AD SERVERS

TAPAD DEVICE GRAPH

Tapad “Cracks the Code” of Cross-Device Marketing

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Backed by a “Who’s Who of ad tech angel investors…”

“…Entrepreneurs who created some of the most valuable online advertising companies of the last decade.”

“Most Promising Companies”

“Has Tapad Cracked the Code of Cross-Device Advertising?”

“Online ads can now follow you home…Tapad works with 75 of the largest U.S. advertisers.”

Tapad is “changing the world of advertising”

“10 Startups to Watch”

In the Press:

Tapad is trusted by 160 of the Fortune 500 Advertisers

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Tech

nolo

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Travel

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Auto

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Q & A

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Thank You!

Are TraasdahlFounder / CEO are@tapad.com