CONFIDENTIAL 1

TRUSTed Ads

Privacy + Insight for Online Behavioral Advertising (OBA)

July 17, 2013

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Global Leader in Privacy Management Solutions §  15 years of privacy experience §  #1 privacy brand & trustmark §  Robust technology infrastructure

Comprehensive Solution Suite §  All online channels

§  Leading global DAA-Approved AdChoices provider (Serving Billions of Daily Impressions)

§  Technology + Services + Certifications

Large / Loyal Customer Base §  Over 5,000 clients §  Over 90% renewal rate §  Cross industry solutions

TRUSTe Overview

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Online Behavioral Advertising

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Online Behavioral Advertising (OBA) Explained

What OBA is…

• Retargeting users across unaffiliated websites

• Tracking users with cookies across unaffiliated websites

• Demographic targeting across unaffiliated websites

What OBA is not…

• Run of site advertising

• Contextual advertising

• First-party demographic targeting on a single site

•  Analytics or Ad Reporting

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Digital Advertising Alliance (DAA)

Enforcement Bodies

October, 2010: DAA launches formal self regulatory program including the “icon” and designates enforcement bodies:

Seven Broad Principles: " Education " Transparency " Consumer control " Data security " Material change " Sensitive data " Accountability

Two Key Requirements: " Notice " Choice

July, 2009: “Self-Regulatory Principles for Online Behavioral Advertising”

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What does DAA self-regulation require?

DAA Options – Can be Customized for Your Needs ü Look and feel of notice

ü Content and copy

ü How and what opt-out list to provide

ü Links to external content

ü Operational requirements

DAA Compliance Requirements:

ü AdChoices Icon needs to be displayed prominently

ü Consumers provided with a “choice mechanism”

Learn more at www.aboutads.info

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TRUSTed Ads

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TRUSTed Ads—A Brief History

July 2009 Self-Regulatory Principles for OBA

July 2013 TRUSTe launches AdView enhancement to TRUSTed Ads

2011 TRUSTe brings desktop AdChoices, TRUSTed Ads, to scale

October 2010 DAA launches icon and designates enforcement bodies

2012 TRUSTe serving billions of daily, privacy safe impressions worldwide

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TRUSTed Ads: Leading DAA-Approved Tech Platform

Two Integration

Points

Consumer Experience

Platform Tools

Trafficking Console

Compliance Reporting

Operational Reporting

OBA Database

In-ad

Notice Presentation

Icon Serving

Preference Management

TRUSTe has served over half a trillion AdChoices impressions worldwide

Ad Tag HTML

Page-based

Ad Viewability

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AdChoices Icon

Once the consumer lands on the TRUSTe preference manager, he/she can opt out of selected tracking networks

3. If clicked the icon launches privacy notice inside the ad

2. A simple ad tag inserts the DAA AdChoices icon

1.

TRUSTed Ads – Consumer Experience

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TRUSTed Ads – Consumer Experience

Consumers have option to click to Preference Manager to learn more about and opt out of selected tracking networks

2. Publishers implement in-page, typically in footer

1.

Publisher Solution

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TRUSTed Ads AdView Enhancement

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NEW! AdView Enhancement to TRUSTed Ads

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Ads NOT Seen by Human Eyes

20-60%

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AdView Experience

TRUSTe DB

http://www.tnn.com

Are Your Ads Compliant? Click here to find out!

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100 M Impressions Purchased

X $3 CPM

$300,000 / month

68% not

seen 32 M Impressions Seen

vCPM = $9.37

Only pay for Viewable Ads (Cost $96,000) You Save $204,000 / month

ROI Potential

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Market Research

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Consumer Privacy Research

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Business Impact

Source: 2013 Q1 US Consumer Privacy Report

“How Often Do You Worry About Your Privacy Online?”

89% Worry

“I Avoid Doing Business with Companies who I do not Believe

Protect my Privacy Online”

89% Agree

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Consumer OBA Perceptions

OBA Awareness Increased Favorability Toward OBA

Believe PII Is Attached To Tracking Activity

Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q710 Are you aware that some advertisers and websites track your browsing activities and show you ads deemed relevant based on your browsing history? This is commonly referred to as Online Behavioral Advertising. Q715 How do you feel about Online Behavioral Advertising as described above? Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity?

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Consumer OBA Perceptions

Agreement With Statements To Online Advertising

Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.

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Consumer OBA Perceptions

Icon Awareness Consumer Perception of Advertisers

Source: US Consumer Privacy Attitudes and Business Implications BASE: Total Qualified Respondents (n=1033) Q910 Have you seen either of the following icons or symbols online? Q930/Q945 How does having this information available, along with the option of opting out of Online Behavioral Advertising make you feel about the concept of Online Behavioral Advertising? Q935/Q950 And, how does having this information available make you feel about the advertiser?

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Integration

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TRUSTed Ads – Simple Implementation

q  “Smart” ad tag manages all components in one tag q  Smart ad tag auto detects the creative, ad size, and placement q  Typical ad campaign with 3 ad sizes, 3 creative versions, and 10 ad

placements could require up to 90 tags without TRUSTe smart ad tag

q  Fully compatible with all ad serving, ad network and exchange platforms

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TRUSTed Ads – Easy Campaign Launches

Create new advertiser ID 1. Generate the ad tag 3. Enter the ad tag details 2.

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Reporting and Metrics

By Geo By Language

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Competition

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TRUSTed Ads – 2 DAA Approved Providers

Comprehensive Privacy Solutions

Company

“Icon-only” Company

•  15 Years Privacy Expertise •  Comprehensive global privacy technology platform •  Globally Recognized Brand

•  2.5 Years •  Icon-serving solution

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TRUSTed Ads – Only Privacy + Insight (Viewability) Provider

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TRUSTe has the highest brand awareness of the 3 DAA-approved solutions – 4 to 8x other options

Awareness Increased

BASE: Total Qualified Respondents (2011: n=1004; 2012: n=1033) Q901 Please indicate your familiarity with each of the following brands/services?

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Consumers trust the “Powered By TRUSTe” branded DAA solution 9x more favourable than alternative

BASE: Those Exposed To Unbranded Concept (n=520) Harris Research, 2012 Q940 Below are two additional sample ads – one “Powered by TRUSTe” and one “Powered by Evidon”. Which one would you have greater trust or confidence in?

Which Version Offers The Most Trust?

Closest Competitor

Powered by Closest

Competitor 3%

I would trust both equally

36%

Powered by TRUSTe

27%

I would not trust either

33%

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Next Steps

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What Are Your Compliance Options

Do Nothing •  Expose your company to possible lawsuits and

regulatory intervention. •  Risk losing business to compliant competitors.

Build Your Own Solution

•  Invest significant capital and resources to build custom compliance technology.

•  Risk of not meeting self regulatory requirements.

Partner with TRUSTe

•  Only Comprehensive Privacy Platform

•  Leading DAA-approved provider

•  Ad Viewability •  Cost effective

Buy Only on DAA Compliant Ad Inventory

•  Vendor(s) in control of notice/message •  Vendor(s) may place icon incorrectly •  Little or no reporting

•  Simple, scalable and flexible with billions of daily impressions served

•  Full customer support & guidance

•  Brand Favorability

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Powering Trust for over 5,000 satisfied clients

Ad / Data Platforms Cloud Platforms

Publishers

App Developers

B2B Brands B2C Brands

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Questions?