1. Copyright © 2011 The Nielsen Company. Confidential and proprietary. Digital Market Measurement & Metrics Serbia April 2011 Andrew Felbert

2. Copyright © 2011 The Nielsen Company. Confidential and proprietary. Creating A Currency

3. 3 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Why have Internet Audience Measurement Monetization of Online Advertising space How can we sell Ads based on demographic targeting? Can we charge more for the premium audience? How can we optimize the Inventory of the premium channels? Benchmarking & Product development What are the demographics of your websites audiences? Which are the size and demographics of the audience of other websites? How much audience do you share with other websites? Improve the ROI of Online Ads How can the we offer better ROI for the display Ads? Can the Advertisers increase the exposure of their ads to the right targets? Transparency and Trustworthiness How can we reinforce the trust of the Advertisers on the Online media?

4. 4 Copyright © 2011 The Nielsen Company. Confidential and proprietary. The building blocks of a currency Quality & Credibility AuthorityTransparencyNeutralityConsistency Clear rules Engagement with stakeholders Known methodology No ‘black box’ Fair, 3 rd party Completely objective No room for ‘gaming’ Consistent over time Consistent with global IAB norms’ Expert, credible approach Sanctioned by the market Educating the market

5. 5 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Publisher/Brand/Channel and Categories Nielsen provides and enforces a set of rules to guarantee that all the participants in the system are presented under the same conditions. – Market View structure with strict definitions of – A Categorization system that allows to rank and compare same-to-same contents. Again with strict publication rules. Plus a set of advanced rules to tackle all the new and specific issues of the internet: Ajax, Video, Flash, Mobile. Publisher The company that owns the websites rights Examples: MICROSOFT Brand One “website” with a consistent branding image Examples MSN Channel One section of one Brand Examples MSN News

6. Copyright © 2011 The Nielsen Company. Confidential and proprietary. Overview of the Techniques How we measure Internet

7. 7 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Panel Tracking World Wide Web Secure Real-Time Data Transfer Oracle Data Warehouse (2+) Recruited Panel Members (2+) Desktop Meter Data Mining & Analytical Services Syndicated Web Reporting System

8. 8 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Tagging 100.000.000.000 events per month Tag structure allows for simplicity nol_t({cid:"ClientID",content:"ContentGroup",server:"secure-**"}).record().post(); Standard tag allows to track 99% of pages without any kind of customization. A simple copy/paste can do the implementation job (and of course we support more sophisticated methods) Advanced Options are: -Tracking of non-standard web pages -Tracking of all Ajax and Flash events -Tracking of mobile websites Specific solution for Video measurement Why Market Intelligence?

9. 9 Copyright © 2011 The Nielsen Company. Confidential and proprietary. As measurement is done in the destiny point, in the moment of the unload of the page, we can: To count exactly visitors figures To count how many visits the visitors have made To make a correct account of pages viewed And of course, to generate an analysis of high value from this information and another data that can be obtained without affecting to visitors anonymity. Advantages of measurement based on tags

10. 10 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Cookies Vs People Topic of Presentation Vs Cookie facts: Cookies can be accepted or not accepted by a user. Once accepted, cookies can be deleted or not by a user. There is software that helps users manage their cookie acceptance and deletion. A cookie is linked to the browser that accepted it. If a person uses different browsers (for example Internet Explorer and FireFox) this person will generate multiple cookies

11. 11 Copyright © 2011 The Nielsen Company. Confidential and proprietary. How the survey system works Website 1 Website or channel 2 Website or channel 3 Website or channel 7 Survey D +1 D +3 D +95 …………. Survey database Cookie number: A24633458394355677 STEP 1: The visitor answers to the survey in one website STEP 2: In the Survey database, a pair cookie- answers is stored STEP 3: Every time that the cookie is detected in any of the websites, the answers of the individual are added to the profile of the site. Why Market Intelligence?

12. 12 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Check page tagging on a regular basis Missing tag Erroneous tag Multiple tags on the same page Position of tag within the page Quality Assurance Procedures Multiple fraud traffic detection algorithms are in place User agent (Spider & Robots list such as GoogleBot) are automatically excluded We have also created algorithms to identify and discard non-human traffic that is generated by forging fake packets (fake IE or Mozilla UA) The reported page impressions are legitimate pages viewed from a real user

13. 13 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Provide tagging that avoids i-frame forgeries We developed a custom variable in the tag to ensure i-frame forgeries cannot be performed (a site that is external to the measurement system that includes a publisher's homepage in an invisible frame in order to increase their page impressions and reach). This ensures that every single reported page impression was generated by a unique browser that was surfing on the actual site providing the content and not somewhere else. Quality Assurance Procedures Be compliant with all the major international rules Check and advise about consistency with international rules, JICs rules, IAB compliancy, etc. (are auto-refreshed pages legitimate? Are exit pages legitimate?, User session duration calculation, Page duration calculation, etc)

14. 14 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Demographic detail Comparable with other media People metric All pages and applications Census figures Daily updates All locations Measures long tail The Hybrid System Panel Strengths Tagging Strengths Hybrid

15. Copyright © 2011 The Nielsen Company. Confidential and proprietary. Metrics and Example Data from Serbia

16. 16 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Title of Presentation The Metrics Cookies / Unique Browsers (UB) – Cookies are pieces of text stored on a computer via the web browser. This figure is used to give us a rough estimate of the users and user stability on a site. Average Daily UB – The average amount of cookies collected per day over a selected period. This is the best representation of people via cookies according to Nielsen. Page Impressions – the amount of pages viewed on a site calculated via a tag firing on the bottom of a web page User Sessions – The amount of times cookies have logged onto a site in total Average Page Duration (APD) – Average amount of time spent on a page Average Session Duration (ASD) – Average amount of time spent during a site browsing session

17. 17 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Data Examples Topic of Presentation

18. 18 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Topic of Presentation

19. 19 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Topic of Presentation

20. 20 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Thank you Andrew Felbert Commercial Director, EMEA Endeavour House London UK +44 7792 719307 andrew.felbert@nielsen.com Ivan.jovanovic@agbnielsen.rs