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Data Story 1: The Publisher is Not Dead

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8 Best Performing   Publisher 6 Publisher  Value  Index 4 2 Worst   Performing   Publisher 0 Data  Story  1:  The  Publisher  is  Not  Dead www.newmarke)ngins)tute.com
©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
Average  Contribu8on  Score Sampled  across  ~1B  Impressions  /   51  Recent  Campaigns Publisher 43% All Other Variables 57% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
By  Ver8cal:  Healthcare Average  Contribu=on  Score Publisher 29% All Other Variables 71% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
By  Ver8cal:  Technology Average  Contribu=on  Score Publisher 38% All Other Variables 62% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
By  Ver8cal:  CPG Average  Contribu=on  Score Publisher 42% All Other Variables 58% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
By  Ver8cal:  Retail Average  Contribu=on  Score Publisher All Other Variables 48% 52% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
By  Ver8cal:  Finance Average  Contribu=on  Score Publisher All Other Variables 49% 51% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
By  Ver8cal:  Telcom Average  Contribu=on  Score All Other Variables 45% Publisher 55% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
By  Ver8cal:  Travel Average  Contribu=on  Score All Other Variables 43% Publisher 57% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
SPREAD ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
Publisher Value Index 8 196x  Spread 6 Publisher  Value  Index 4 2 0 Publisher=283675 Publisher=574 Publisher=35970 Publisher=179 Publisher=3444489 Publisher=13529 ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
Spread in Publisher Value Index by Vertical Automotive 65X B2B 89X Consumer Goods 72X Entertainment 136X Finance 160X Healthcare 148X Retail 129X Technology 73X Telecom 128X Travel 155X 0X 40X 80X 120X 160X Spread ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
Spread in Publisher Value Index by Vertical Automotive 65X B2B 89X Consumer Goods 72X Entertainment 136X Finance 160X Healthcare 148X Retail 129X Technology 73X Telecom 128X Travel 155X 0X 40X 80X 120X 160X Spread ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
Spread in Publisher Value Index by Vertical Automotive 65X B2B 89X Consumer Goods 72X Entertainment 136X Finance 160X Healthcare 148X Retail 129X Technology 73X Telecom 128X Travel 155X 0X 40X 80X 120X 160X Spread ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
Spread in Publisher Value Index by Vertical Automotive 65X B2B 89X Consumer Goods 72X Entertainment 136X Finance 160X Healthcare 148X Retail 129X Technology 73X Telecom 128X Travel 155X 0X 40X 80X 120X 160X Spread ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
Conclusion:   The  right  publisher  mix  is  the  single  biggest   driver  of  campaign  success ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™

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Data Story 1: The Publisher is Not Dead

  • 1. 8 Best Performing   Publisher 6 Publisher  Value  Index 4 2 Worst   Performing   Publisher 0 Data  Story  1:  The  Publisher  is  Not  Dead www.newmarke)ngins)tute.com
  • 2. ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 3. ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 4. ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 5. Average  Contribu8on  Score Sampled  across  ~1B  Impressions  /   51  Recent  Campaigns Publisher 43% All Other Variables 57% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 6. By  Ver8cal:  Healthcare Average  Contribu=on  Score Publisher 29% All Other Variables 71% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 7. By  Ver8cal:  Technology Average  Contribu=on  Score Publisher 38% All Other Variables 62% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 8. By  Ver8cal:  CPG Average  Contribu=on  Score Publisher 42% All Other Variables 58% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 9. By  Ver8cal:  Retail Average  Contribu=on  Score Publisher All Other Variables 48% 52% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 10. By  Ver8cal:  Finance Average  Contribu=on  Score Publisher All Other Variables 49% 51% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 11. By  Ver8cal:  Telcom Average  Contribu=on  Score All Other Variables 45% Publisher 55% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 12. By  Ver8cal:  Travel Average  Contribu=on  Score All Other Variables 43% Publisher 57% ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 13. ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 14. ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 15. SPREAD ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 16. Publisher Value Index 8 196x  Spread 6 Publisher  Value  Index 4 2 0 Publisher=283675 Publisher=574 Publisher=35970 Publisher=179 Publisher=3444489 Publisher=13529 ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 17. Spread in Publisher Value Index by Vertical Automotive 65X B2B 89X Consumer Goods 72X Entertainment 136X Finance 160X Healthcare 148X Retail 129X Technology 73X Telecom 128X Travel 155X 0X 40X 80X 120X 160X Spread ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 18. Spread in Publisher Value Index by Vertical Automotive 65X B2B 89X Consumer Goods 72X Entertainment 136X Finance 160X Healthcare 148X Retail 129X Technology 73X Telecom 128X Travel 155X 0X 40X 80X 120X 160X Spread ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 19. Spread in Publisher Value Index by Vertical Automotive 65X B2B 89X Consumer Goods 72X Entertainment 136X Finance 160X Healthcare 148X Retail 129X Technology 73X Telecom 128X Travel 155X 0X 40X 80X 120X 160X Spread ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 20. Spread in Publisher Value Index by Vertical Automotive 65X B2B 89X Consumer Goods 72X Entertainment 136X Finance 160X Healthcare 148X Retail 129X Technology 73X Telecom 128X Travel 155X 0X 40X 80X 120X 160X Spread ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™
  • 21. Conclusion:   The  right  publisher  mix  is  the  single  biggest   driver  of  campaign  success ©  2011  MediaMath,  Inc.  All  rights  reserved All  data  obtained  via  MediaMath  MathClarity  3.0™