10 June 2009 © Microsoft Corporation 2009 | CMG | Global Marketing Group Slide 2

Sources:
-Market Sizes: Microsoft & Universal McCann
- Online Market Sizes: Oppenheimer & Co. Inc., June 2007
(sources include Universal McCann, Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers )
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Source: Zenith Media Pyramid Estimates, Dec 2008
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10 June 2009 © Microsoft Corporation 2009 | CMG | Global Marketing Group Slide 7

1. Buyer decides what
web sites to buy
2. Buyer and Seller
negotiate deal
3. Hand off to internal
teams for workflow
4. Buyer ad ops sends
ads to publisher
5. Seller ad ops inputs
ads
6. Buyer reviews
results, compares
reports, compiles
7. Seller sends bill to
buyer
8. Buyer reconciles the
bill and pays
10 June 2009 © Microsoft Corporation 2009 | CMG | Global Marketing Group Slide 8

Source: J.P. Morgan Estimates, Company Reports, ComScore, Nielsen Net Ratings, IDC, IWS, IAB, Jan 09
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Source: ThinkEquity, 2009
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Source: Collective Media Ad Network Study, 2009
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Source: Collective Media Ad Network Study, 2009
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Source: Collective Media Ad Network Study, 2009
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Source: Collective Media Ad Network Study, 2009
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Source: Collective Media Ad Network Study, 2009
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Source: “Ad Exchange sar ethe Future”, www.clickz.com
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