DESIRED FUTURE STATE CIMM: Cross-Platform Media Measurement and Data Summit April 13, 2016

Industry Organization Roles (In George’s Words…) ARF – Promoting the value of advertising, establishing models fit for effective decisions, highlighting innovative practices, curating marketing knowledge and distributing learning CIMM –Guiding the Industry’s research and development efforts in cross-platform media measurement and enabling technologies to bring greater efficiencies in meeting the needs of leading content providers, media agencies and advertisers MRC – Setting measurement standards for currency and other important data sources; validation of measurement service compliance and improving current practices through a long-standing Industry audit process Other Organizations: TAG – Multiple efforts and tools to help eliminate fraudulent digital traffic, combat malware, fight ad-supported Internet piracy, and promote brand safety through greater transparency IAB Tech Lab – Development of technical standards and code libraries to assist in implementation of Industry standards (e.g., VAST, VPAID, MRAID); establishing test platforms to ensure compatibility of technology solutions

The Advertising Process Stages 1 through 3 of the model are focused on the success of the ad’s delivery Stages 4 through 6 are focused on the success of the ad’s message (similar to traditional Attention, Interest, Desire, Action [AIDA] marketing models) 3

The MRC/3MS Digital Measurement Evolutionary Path Currency Based on Served Impressions Increasing use of Viewable Impressions, Improving Filtration for Invalid Traffic Currency Based on Viewable impressions to a Human, with Duration, with Targeted Audience Characteristics Prior to June 2014 Current State Digital and Cross- Media Audience Currency Value of Advertising Selected Engagement Metrics, Ad Effectiveness, ROI Calculations Served Impression Guideline (2004); Clicks, Rich Media, RIA, Served Video Impressions, Audience Reach, Served Mobile Web, In-App (Various Through 2013) Desktop Viewable Impression Guideline (2014, v Post Vendor Reconciliations); IVT Detection and Filtration (2015); Mobile Viewable Impression Guideline (Near Public Comment) Digital and Cross-Media Audience Currency, Data Attribution and De- Duplication (In-Process); Modernization of Existing Guidelines (In-Process) Social Media Measurement (2015); Location Based Metrics (In-Process); Others Planned MRC Guideline Efforts: 4

What Does this Really Mean… For All Media -- Currency based on impressions That are viewable To a human Incorporating duration Delineated by audience characteristics or other targeting criteria Segregating ads and content measurement Ads – gross and unduplicated impressions as per above; for video ads duration metrics are critical, reach and frequency Metrics, etc. Content – average minute audience, reach and frequency metrics, etc. Build clearer advertising effectiveness and value metrics, post OTS A difficult road to navigate 5

Audience-Based Metrics Some Key Issues: Digital:  1st Steps – Adoption of viewable impressions and IVT guidelines  Determine role of duration; need for segregation of creative types  Audience attribution, across granular campaigns – a difficult area Other Areas in Other Media:  Improve/develop ad-focused measurement  Improve granularity of measurement  Deal with non-electronic measurement instruments Accounting for duplication, both within and across media types. Sources for data attribution are key inputs, and will require significant attention—possibly auditing and/or including the creation of a separate guideline 6

George Ivie: (212) Thank You!