PRESENTED TO:
The Rise of Behavioral Targeting
we deliver specific audiences to advertisers December 4, 2008
Paul Oronoz
Regional VP, West Coast Sales

What is Behavioral Targeting? PREMIUM
• Targets consumers whose recent online behaviors indicate interest in a given product
• Focuses on people, rather than content, targeting consumers in a less competitive environment
• Among fastest-growing advertising strategies, estimated to reach $3.8B by 2011*
1 2 3
Identify Segment Target
Demographic:
Males, 18 – 34
Behavioral / Contextual:
Sports & Recreation::
Motor Racing::
NASCAR
Geographic:
CA, TX, NY
© Specific Media 2008
*eMarketer, June 2007
Confidential / page 2
www.specificmedia.com

Who Is It? PREMIUM
Identify the Pop Star
Data Points:
Female
Great Dancer
Great
Data Point: Great
Dancer
Dancer
80s Point:
Data Icon Female
© Specific Media 2008
Confidential / page 3
www.specificmedia.com

The Magic of Behavioral Targeting PREMIUM
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Ad log
no
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© Specific Media 2008
Confidential / page 4
www.specificmedia.com

Behavioral Targeting Methods PREMIUM
Traditional Behavioral Targeting
METHOD #1: METHOD #2:
• Targets endemic category sites that cater • Collects 1 – 2 data points across a small
to particular audience segments network of sites, then segments users
LIMITATIONS: LIMITATIONS:
• Reaches general rather than specific • Generates profiles based on limited data
audiences
CAMPAIGN RESULTS:
CAMPAIGN RESULTS:
• Limited scale
• Limited scale
• Targeting inaccuracies
• Targeting inaccuracies
© Specific Media 2008
Confidential / page 5
www.specificmedia.com

Advancements to Behavioral Targeting PREMIUM
• Counters inefficiencies of conventional behavioral targeting models
• Provides more data points on more consumers online
• Increases speed to identify and sort the most valuable data points on consumer profiles
• Increases the scale and accuracy of behavioral targeting
Behavioral Targeting Technology Overview
Behavioral
Targeting
Overview Behavioral Behaviorally
Consumer data Targeting Index targeted ads
applied served
© Specific Media 2008
Confidential / page 6
www.specificmedia.com

Behavioral Targeting Comparison PREMIUM
Conventional Segmentation Advanced Segmentation
• Visits travel aggregate site • Requests hotel room quote from travel
site
• Visits weather site
• Reads Couple’s Vacation Getaways
article on news site
• Searches Las Vegas hotels
Travel • Reviews blog about weddings
Shopper
• Visits Las Vegas wedding site
• Located in Los Angeles
Vegas Hotel Travel
Shopper
© Specific Media 2008
Confidential / page 7
www.specificmedia.com

Advance Behavioral Targeting Index: Who Is It? PREMIUM
Identify the Basketball Player
Data Points:
Houston Rockets
Chinese National Team
Plays Center
Data Point:
7’ 6” Great
Dancer
Female
Plays for the NBA
Data Point:
Male
© Specific Media 2008
Confidential / page 8
www.specificmedia.com

Frequently Asked Questions PREMIUM
• What differentiates behavioral targeting?
Available segments, reach, publisher network, reporting, access to ad server, experience and
flexibility.
• What insights should you gain from media partners?
Profiles on potential customers.
• How can you measure online campaign impact?
By leveraging ad effectiveness and offline purchase reports. You can also track sales and
actions through an ad server.
• Where will my ads appear?
Ask your rep for a full or partial site list. It is important to note that some publishers restrict
networks from full site disclosure.
• How do I get started?
Evaluate, research and test with an experienced and flexible media partner.
© Specific Media 2008
Confidential / page 9
www.specificmedia.com

Behavioral Targeting Recipe For Success PREMIUM
Data Network
Utilize an extensive data network to ensure scale & accuracy.
User-based Behavioral Targeting
Employ user-based, not content or site-based behavioral targeting.
Retargeting
Increase the frequency and reach / activity of your best potential customers.
Ensure Positive Brand Associations
Partner with a premium network of quality publishers.
Share your Goals with your Media Partner
Help your partner help you. Let your media partner help with optimization.
Test New Segments
Explore & test market segments outside assumed behavioral profiles.
Dynamically Generated Ads (Advanced)
Use your entire catalogue to serve a custom ad for each potential customer.
Online and Offline Performance (Advanced)
Measure everything, including how your campaign affected offline sales.
© Specific Media 2008
Confidential / page 10
www.specificmedia.com

Thank You PREMIUM
Paul Oronoz
Regional VP, West Coast Sales
Specific Media
www.specificmedia.com
424.702.1941 / paul@specificmedia.com
Ashley Murdter
Senior Account Executive
Specific Media
www.specificmedia.com
214.926.4130 / amurdter@specificmedia.com
© Specific Media 2008
Confidential / page 11
www.specificmedia.com