For info about the proprietary technology used in comScore products, refer to r Prove your data to win more business 2016 AOP Programmatic Forum Martin Bromfield, VP Advertising EMEA, comScore Paul Calver, Head of Data and CRM, Northern & Shell

© comScore, Inc. Proprietary. 2 Loss of clarity over time HIGH WASTAGELOW WASTAGE DIRECT CONTROL OVER AD PLACEMENTS LESS CONTROL OVER AD PLACEMENTS NOW THEN EFFICIENCY REDUCES CLARITY

© comScore, Inc. Proprietary. 3

4 Up 75% Down 28%

© comScore, Inc. Proprietary. 5 Advertisers want more transparency Publishers have a golden opportunity

© comScore, Inc. Proprietary. 6 1 st party data 3 rd party data Data unlocks value for both sides SELLER VALUE BUYER TRUST

© comScore, Inc. Proprietary. 7 Could it have been seen by human eyes in a brand-safe environment? BUILD TRUST: Verified Impressions can form a mutually beneficial baseline

© comScore, Inc. Proprietary. 8 The Impact of Viewability and Fraud is huge Viewable Non-Viewable Human Non-Viewable/ Invalid Traffic Source: comScore vCE Benchmarks, Q1 2016, US

© comScore, Inc. Proprietary. 9 Even premium publishers suffer from IVT 44% have sections with Medium or High NHT 95% of MMX Top 100 properties have Low NHT Source: comScore Trust Profiles, November 2014 Note: Low NHT is defined as likely to have 20% NHT. 41% have sections with Medium or High NHT 91% of VMX Top 100 properties have Low NHT

© comScore, Inc. Proprietary. 10 Why IVT Matters in Viewability Measurement If an ad is served to a bot and counted as viewable: WASTED AD SPEND OPTIMISING FOR FRAUD

© comScore, Inc. Proprietary. 11 Validation builds trust (& increases CPMs) £

© comScore, Inc. Proprietary. 12 Source: comScore vCE Benchmarks, Q1 2014, US But it’s not just about verified delivery… advertisers are targeting audiences …and more complex targets are harder to reach 31% 37% 45% FEMALE 35-64FEMALE 25-49MALE % in-target by Age / Gender

© comScore, Inc. Proprietary. 13 Use a trusted, independent source to validate: BUILD TRUST: Through independent audience validation Demographics BehavioursCognographics Aged 35–44Auto-Intenders …also interested in….

© comScore, Inc. Proprietary. 14 ADD VALUE: Through advanced content-based targeting REAL-TIME CONTENT TARGETING: AUDIENCE INTERESTS: …increased relevance = higher CPMs “User reading the McIlroy article – serve the Nike ad” “User reading the McIlroy article also viewed high-end car sites recently – serve the BMW ad”

© comScore, Inc. Proprietary. 15 Northern and Shell project DemographicsBehavioursCognographics Validated demographic segments

© comScore, Inc. Proprietary. 16 IssueHow confident can my advertiser clients be in reaching the right audience in my demographic segments? Solution Overview

© comScore, Inc. Proprietary. 17 IssueHow confident can my advertiser clients be in reaching the right audience in my demographic segments? SolutionMatch users from N&S demographic segments to comScore’s 85,000 UK panel to verify age & gender Solution Overview

© comScore, Inc. Proprietary. 18 IssueHow confident can my advertiser clients be in reaching the right audience in my demographic segments? SolutionMatch users from N&S demographic segments to comScore’s 85,000 UK panel to verify age & gender OutputBuilt Targeting Index versus the total internet population Likelihood of reaching each audience e.g. index of 500 = 5x more likely to reach that demographic through the N&S segment than on the internet as a whole Solution Overview

© comScore, Inc. Proprietary. 19 Northern and Shell Case Study

BECOME A DATA POWERHOUSE AUDIENCES AT SCALE COMBINE MULTIPLE DATA SETS INTO ONE PLACE USE DATA TO UNDERSTAND AUDIENCE PUT AUDIENCE UNDERSTANDING AT CENTRE OF EVERYTHING WORLD CLASS TECHNOLOGY STACK CHANNEL AND PLATFORM AGNOSTIC ACCURACY AND SCALE IMPROVED ROI BETTER USER EXPERIENCE ABILITY TO LEARN, ADAPT AND DEVELOP N&S / BECOME A DATA POWERHOUSE THE CHALLENGE THE SOLUTION THE RESULTS

N&S BRANDS & SCALE Monthly digital reach: 14.5m Daily print reach: 1.5m // Monthly print reach: 8.8m 20.5m 39.5 % Adults reached in the UK every month: that’s of UK adults who interact with an N&S title every month. Source: NRS PADD Jan-Dec 2015 N&S / BECOME A DATA POWERHOUSE

THE CHALLENGE DATA SETS / AUDIENCE UNDERSTANDING / USER FIRST N&S / BECOME A DATA POWERHOUSE

THE CHALLENGE DATA SETS / AUDIENCE UNDERSTANDING / USER FIRST N&S / BECOME A DATA POWERHOUSE

THE CHALLENGE DATA SETS / AUDIENCE UNDERSTANDING / USER FIRST N&S / BECOME A DATA POWERHOUSE

THE SOLUTION AUDIENCE AUDIENCE AUDIENCE AN AUDIENCE FIRST VISION A CLEAR, CONCISE AND SIMPLE TO UNDERSTAND STRATEGY DRIVEN BY DATA AUDIENCE UNDERSTANDING TRANSPARENCY THE TECHNOLOGY THAT ENABLES THE AUDIENCE FIRST VISION N&S / BECOME A DATA POWERHOUSE

DATA SOURCES + THIRD PARTY FIRST PARTY THE SOLUTION THE NORTHERN & SHELL AUDIENCE PLATFORM ENRICHED BY THIRD PARTY DATA FROM A BROAD RANGE OF SOURCES BEHAVIOURAL DATA BEHAVIOURAL DATA USER DATA USER DATA SITE REGISTRATIONS COMPETITION ENTRIES SOCIAL E.G. FACEBOOK ADDRESSES HEALTH LOTTERY MOBILE NUMBERS READER OFFERS SITE REGISTRATIONS COMPETITION ENTRIES SOCIAL E.G. FACEBOOK ADDRESSES HEALTH LOTTERY MOBILE NUMBERS READER OFFERS ONLINE BEHAVIOUR ON-SITE + UPSTREAM / DOWNSTREAM ONLINE BEHAVIOUR ON-SITE + UPSTREAM / DOWNSTREAM BENEFITS: TARGET BY AUDIENCE PROFILE, NOT SITE PROFILE BASED ON ACTUAL BEHAVIOUR, NOT ASSUMED INTENT PROVIDING ADVANCED AUDIENCE ANALYTICS & REAL-TIME OPTIMISATION DRIVING COST-EFFECTIVE CPMs N&S / BECOME A DATA POWERHOUSE

ACCURATE AND SCALABLE COMSCORE VERIFIED: 2X MORE LIKELY TO REACH TARGET AUDIENCE THAN THE REST OF THE INTERNET Outer circle Specific audience generated from 3 rd party data, delivered on other websites Inner circle 2nd party data – opportunity to combine your data with our existing profiles to create bespoke targets Extended Heartland Specific N&S audience generated from 1 st party data, delivered on other websites Heartland Specific N&S audience generated from 1 st party data, delivered on our websites N&S / BECOME A DATA POWERHOUSE

THE RESULTS IMPROVED ROI / USER EXPERIENCE / LEARN & DEVELOP N&S / BECOME A DATA POWERHOUSE ENGAGEMENT, AWARENESS AND SALES ALL SEEN HUGE IMPROVEMENTS TIME ON SITE, PAGES PER SESSION, RETURNING VISITORS ALL UP ADAPT AND BE FLEXIBLE TO CLIENT NEEDS CREATIVE SOLUTIONS LED BY DATA TO CLIENT BRIEFS CONSISTENTLY TEST AND LEARN AND OPTIMISE

© comScore, Inc. Proprietary. 29 Q&A

For info about the proprietary technology used in comScore products, refer to Thank you 2016 AOP Programmatic Forum Martin Bromfield, VP Advertising EMEA, comScore Paul Calver, Head of Data and CRM, Northern & Shell