COMPETITI VE DEEP- DIVE [Competitor] [Region] [Presenter]

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Competition Overview 3 This slide will be provided (from PMM) for each competitor.

DoubleClick  Google Office  Business development, platform consultant, creative consultant Presence 4

DoubleClick  It depends on the media agencies and publishers involved: sometimes their offer looks more expensive than ours, but in the package they include other premium features almost for free (viewability, some GAP features, …)  The enhanced Html5 standard banner with no extra cost. The offer is still valid for 2016 for all the major agencies: we risk not to be competitive with our limitation to 200 k. Pricing 5

DoubleClick  95% Direct response advertisers, thanks to the integration with DBM, the most used DSP  Renault, Opel, Citroen, Enel, Eni, Ing Direct, cheBanca, Toyota, Ford, Hyundai, Kia, Philips, BMW, Banca Intesa, Expedia, easyJet, Ryanair, Ethiad, Lufthansa, Vodafone (Italy), Danone (Italy), Gucci, Pandora, Mastercard, Visa, Amex  Publisher Business (DFP): 70-80% of the market  Partners: Google, Nielsen for GRP Relationships 6

DoubleClick  How do our offerings differ from theirs?  Creative and media support  Rich media: innovation and development of custom formats for advertisers, agencies and publishers  DCO features  Strong Relationship with publishers  User friendly platform  Open Stack position (for luxury brands in particular) Capabilities 7

DoubleClick  Where do we lag behind?  Complete and integrated stack: for the majority of advertisers this is a real big plus  Infrastructure stability  Standard reporting and dashboards (Dashboards is the marketers main requirement)  HTML5 standard banner size vs enhanced html5 standard banner  New GRP solution with Nielsen  Cross device attribution  Programmatic environment Capabilities 8

DoubleClick  When have we won against this competitor?  FCA: Service and support DCO capabilities The open stack position  VW (Global): Service and support DCO capabilities The open stack position Visual workflow  Armani: Good Relationship Service and support Creative Innovation and customization Opportunities 9

DoubleClick  When have we lost against this competitor?  Nestlè Complete stack Standard reporting GAP and DBM usage  Toyota Global decision Attribution Integrated stack Programmatic  Ford, Pandora, Mastercard, Gucci Global decision Opportunities 10

DoubleClick  Are there specific types of clients or situations where we’re ahead?  Rich media, video  DCO  Advanced attribution (pricing)  Custom Rich Media in programmatic environment  Are there clients or situations where we lag behind?  HTML5 standard banner size limit  Direct Response Client: standard reporting, linear attribution dashboard, complete stack integration (DBM in particular)  Cross-device  Programmatic Opportunities, cont’d 11

 We win:  Service and support  Creative approach: innovation, customization and flexibility  Open stack and integration  Dangerous:  HTML5 standard banner size limit  Dead of GRP suite, DC integration with Nielsen  We lose:  Stability of Infrastructure  Programmatic environment  Standard reporting  Lack of cross-device DoubleClick 12