1 WhitePages.com’s Behavioral Targeting Ingrid Michelsen Director of Advertising Strategy WhitePages.com, Inc.

2 What is WhitePages.com? The leading People Search destination site Top 50 site – 21.2mm unique users a month Trusted brand: 90% would recommend WhitePages.com to a friend (41% Net Promoter Score–higher than Facebook) By far the largest free database of people’s contact information -200mm unique people, 85% of the U.S. adult population

3 WhitePages.com, for Advertisers High reach to our premium People Search audience High income adults, In the midst of major life stages and events such as moving, getting married, having a baby Sophisticated, scalable behavioral, demographic and geographic targeting capabilities Obsessive focus on achieving our advertisers’ campaign goals

4 WhitePages.com’s Behavioral Targeting We track users’ local business searches which we use to define targetable audience segments Over 8,000 business categories and keywords are bundled to create our purchase intender segments incl. Auto, Finance, Retail, Real Estate, Health, Home Improvement, and others Segments are customizable and can be changed/optimized during campaigns Popular custom segments are those that target people in a desirable life stage or planning for a major life event: MOVINGSTARTING A BUSINESSHAVING A BABYGETTING MARRIED

5 Advertiser Examples Verizon Wireless – targeting people who searched for telecommunications services Disney – targeted young families (life stage bundle) who are about to travel (travel searches) Best Buy – targeted superstore and consumer electronics store searchers TiVo – targeted people in the midst of major life stages (moving, having a baby, getting married, etc.) to reach people likely to be re-evaluating their home entertainment systems

6 Life Stage Targeting: Case Study CAMPAIGN GOAL: Reach and convert people in the heavy photo-taking “New Family Life Stage” STRATEGY: New Family Segment #1: intuitive searches (health & medicine, financial services) New Family Segment #2: less intuitive searches (consumer electronics, automotive, travel) RESULTS: Unusually strong lift in Shutterfly “usage consideration” (19.6%) vs. control Positive movement in terms of aided awareness, online ad awareness, brand favorability Both “New Family” segments had significantly higher audience compositions of adults with small children in the household v. the control group

7 Usage-Based Audience Targeting Extensive internal audience surveying provided us with a clear cut audience segmentation scheme based on site usage levels Depending on frequency of site visits, our users are placed in to Super Heavy, Heavy, Medium and Light User segments: Super Heavy Users: youngest segment (18-34), most likely to be early technology adopters and planning a wedding (“early nesters”) Heavy Users: most likely to be at work, 35-44, and are significantly more likely to be planning to have a baby soon or starting a new business Medium Users: slightly older segment (45-54), most likely to be planning to change jobs/start a business or to be moving to a new neighborhood Light Users: the oldest segment (55-64), least tech-savvy, most likely to be planning travel or about to retire

8 Why is WhitePages’ BT Different? WhitePages.com’s behavioral targeting is derived from search behaviors that are explicitly in the purchase consideration funnel (e.g. looking up a moving company or the local Best Buy) Segment business rules (especially recency/frequency) are designed to deliver on that immediate opportunity for advertisers Behavioral targeting is central to our advertising offerings, not a way to extend contextual inventory out-of-context as with other traditional publishers