Bad News =eCPMs 5x Lower KPCB Internet Trends 2012

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Bad News =eCPMs 5x Lower on Mobile than Desktop Effective CPM, Desktop Internet* vs. Mobile Internet** Desktop Internet* $3.50 Mobile Internet** $0.75 Mobile eCPM by Category Weather $1.24 Education $1.17 Lifestyle $0.89 Utilities $0.68 Health & Fitness $0.68 Entertainment $0.68 Medical $0.63 Reference $0.55 Games $0.51 Navigation $0.49 $- $1 $2 $3 $4 Note: * Desktop Internet is a weighted average CPM calculation based on comScore Display ad share data and Vivaki CPM by category data as of Q3:11. **Mobile Internet is a simple average eCPM calculation based on Mobclix Exchange USA data as of 3/12. 19

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