Invizua - TruEffect's TruConnect - 9 June 2010

A Digital Marketing Accountability
Proprietary & Confidential
Company
Representing TruEffect’s TruConnect in Europe
Example Advertiser:
(not a customer)
2.01 Tea Building, 56 Shoreditch High Street, London, E1 6JJ. Invizua Ltd is registered in England and Wales. Company No. 6661095. VAT Registration No. 943 0348 36

Online advertisers
are reaching
existing customers,
existing valuable
relationships...
every day...

...but they don’t
know it.

They can’t know.

It’s just not possible via 3rd party ad
management platforms.
(e.g. Microsoft’s Atlas, ValueClick’s Mediaplex, Google’s DoubleClick DART, etc)

Imagine the value you
can create...
when you DO know.

Imagine the
relationships you
can develop.

Now Consider Pareto’s Truism
Roughly 80% of a company’s revenue
is generated from 20% of its current
customers...
(i.e. from its current relationships)

Relationships First. Results at Last.
Example Advertiser:
(not a customer)

In this presentation...
• About Invizua
• About TruEffect
• Why TruEffect’s TruConnect?
• What’s in it for advertisers and their agencies?

Invizua
• Founded in September 2008
• Based in London
• Privately held
• Strategic supplier & value added reseller of digital marketing
accountability products & services
• Suite of solutions
• TruEffect’s TruConnect
• Visokio’s Omniscope
• Mpire’s AdXpose
• Consulting & Data Services (ICDS)

TruEffect
• Founded in 2002
• Founders of MatchLogic (1996), an early leading provider of centralised
management, measurement and targeting technology for internet advertisers
• Based in Broomfield, Colorado
• Privately held
• 100+ advertiser and agency customers
• Including Match.com, Sony, American Greetings, White House Office of National
Drug Control Policy, Ayzenberg, IPG’s DRAFTFCB and others
• Certified by global media owners
• Yahoo!, Google, Microsoft, AOL Advertising to name a few

Innovations
“3rd party” digital ad
management
Zero
footprint/cookieless ad
delivery
Next generation platform
“1st party” digital ad
management
Desktop Ad
Management
& Reporting Tool
2002
2008 - Present

The Momentum Shift
What Advertisers Have Today What Avis Can Have Today
Advertising Impressions Relationship Management
Fragmented Infrastructure
(“3rd party”/parties)
Seamless Architecture
(“1st party”)
Privacy Ambivalent Privacy Aware
Passive Data Actionable Information
High Latency Real-Time
Media/Sell-side favourable Advertiser /Buy-side favourable
Intermediary Dependent Direct Relationship
Wait & React Sense & Respond

TruConnect =
1st Party Ad
Serving

Why 1st Party?

What is 1st
Party?

1st Party
Advertiser Domain e.g. avis.com
Advertiser
(“site side”)

3rd Party
Ad Management or Media Supplier’s Domain e.g. doubleclick.net
1st Party
Everything Else
(“web wide”)
Advertiser
(“site side”)

3rd Party
1st Party
Everything Else
(“web wide”)
Advertiser
(“site side”)
(web site analytics platforms are deployed, as standard, on a “1st party” basis)

TruEffect’s TruConnect closes the gap...
• Between web-wide marketing communications
• And web site customer experience/business value

The promise of 1-to1 marketing communications.
1st Party
1st Party
Everything Else
(“web wide”)
Advertiser
(“site side”)

Why “1st party” online ad management?
Avis.com = Avis Truly Owns & Controls The Data
Avis.com= Improved Measurement Accuracy
Avis.com = Direct Connect to CRM & Other Enterprise Databases
Avis.com = Single View of Customer, Actionable & Real-Time
Avis.com = Direct Alignment w/ Web Site Analytics & eCRM Data*
Avis.com = Consumer Privacy Favourable Environment
Avis.com = Audience & Customer Relationships Are Direct
Avis.com = Consumer Opt Out Is Direct From Avis
Avis.com = Media Agencies’ Data Focus Moves Back To Avis
Avis.com = Powerful Relationship-driven Targeting/Retargeting
Avis.com = Next Generation Attribution Models/Reporting
Avis.com = Unparalleled Campaign Performance & Insight
See details in the notes pane of this
slide

Illustrated

Competitive Landscape & Ecosystem
Target Audience/Customer Relationship
y
Reach
x

3rd party buy-side ad management systems
“Avis” ads via 3rd
party ad
management
platforms
Impressions,
clicks, CTR,
ad engagement,
“conversions”
Impressions,
clicks, CTR,
ad engagement,
“conversions”
Impressions,
clicks, CTR,
ad engagement,
“conversions”
Proxy/event-based
consumption &
interaction metrics
This
represents a
Avis ad
atdmt.com doubeclick.com mediaplex.com
3rd party domain &
data; not Avis data

TruEffect’s TruConnect = 1st party
Consumption,
interaction AND
customer-level
data/insight
Imps, clicks, CTR, ad
engagement , etc
+
Existing customer,
Male, Manchester, LTV
= £1,267.43, searched
Paris, yesterday, etc
This changes everything!
This data only
available via
Avis’s enterprise
data platforms;
not available
when distributing
digital marketing
via “3rd party”
domain(s)
media.avis.com
Avis ads via 1st
party ad
management
platform
Avis domain & data

TruEffect’s Next Generation Ad Management
Model
Own domain, one domain i.e. avis.com real-time, web-wide customer-level insight/targeting
avis.com
avis.com
avis.com
Advertising
Ad Serving, Measurement &
Targeting

Treat your existing customers like
existing customers.
Treat your suspects like suspects.
Treat your prospects like prospects.
In Real-Time. Web-wide. Today!

It’s “Relationship Advertising”
• With relationship data, advertisers can be
extraordinarily relevant and engaging
every time they “meet” their customers or
prospects online
• Web wide, in mobile environments, via set-top
boxes, etc.
• From the 1st party, advertisers benefit
from secure, real-time
audience/customer visibility
• i.e. one-to-one engagement & targeting across all
digital media
• Immediately at the point of delivery
• Simple to concept – difficult to do (at
scale).
• Until now

Did We Mention…
Cookies?

Yes.
Your Cookie Data =
Customer Database

Here are a few examples of
good cookie spaces

Example: Netflix’s cookie space
9 of 15 Netflix cookies are
persistent

Example: WSJ.com’s cookie space
19 of 30 WSJ.com cookies are
persistent

Example: Facebook’s cookie space
13 of 19 Facebook cookies
are persistent

Example: eBay’s cookie space
7 of 13 eBay cookies are
persistent

Example: Bing.com’s (UK) cookie space
12 of 19 Bing cookies are
persistent

Avis’s “1st party” [cookie] data
TruEffect’s TruConnect enables advertisers to
leverage non-PII customer information, for
example:
- Customer segment (defined by Avis)
- Customer lifetime value (e.g. rev value ID)
- Previous ad consumption
- Last avis.com visit (s)
- Searches conducted on or off site
- Offline customer data as well (e.g. CRM
database)
...for powerful, web-wide pre-targeting, re-targeting
and campaign analytics or simply
consumer insight generation.

TruConnect Technology & Functionality

Media Plan Management
It looks like Excel because TruAdvertiser is fully integrated with Excel.
All of the functionality that you’re accustomed to using every day (plus
more) is available here to:
- Create media plans
- Assign creative (drag and drop)
- Formulate1st party targeting parameters
- Traffic tags
- Pull data for reporting.

RFP Management

Drag & Drop Creative Assignments

Cookie & Target Builder

Cookie Builder

Target Builder

Tag Creation & Management

CRM-like Message Management
TruEffect Proprietary & Confidential

Reporting & Insights

Impressions & Clicks Over Time

Impressions by Audience Seg by Site

Impressions by Site & Segment in Tiles

Impressions by Existing Relationship

Impressions by New Relationship

Order Summary in Pies

Deployment

Easy To Set Up
Channels & Ad Types
• Social [Apps]
• Email
• Affiliates
• Paid Search
• Organic Search
• Display
• Standard
• Rich
• Video
TruEffect Confidential
Job Time
Pre-Implementation Review
•Existing Structure
•Measurement Parameters
•Channels
•Data Strategy
4-8 hours
Technical Set-up
•CNAME record
•[own domain] pixel
assignments
2 hours
Generate & Supply Ad Tags for
Each Media Buy
2 hours
Testing (per channel) 2 hours
Go Live

Step 1 Step 3 Step 4
Simple Set-up Full Value Added Value
Step 2
Define Data Strategy
Apply targeting &
retargeting parameters
Aligned to messaging
Define scope
Set-up media.avis.com
domain
Serve ads
Analyse campaign data
API integration for
automated custom
reporting solutions
Dynamic creative
targeting/delivery
Custom data asset
development
Apply insights to media
planning, buying and
ongoing optimisation
decision-making
Advanced reporting
solutions e.g. custom
attribution analyses
layered with
relationship data
Start 30 Days 30 Days Ongoing

Paid Search Partner

Integrating Paid Search Bid Management
• Manage your paid search with whichever platform flavour you like.
• TruEffect’s TruConnect will provide fully de-duplicated reporting
across display and paid search marketing, but also organic search,
affiliates, email, video…

Customer Support & Pricing

TruEffect TruConnect
Summary

So, what’s in it for Avis?
• Greater ROI!
• Realise 200%+ improvement in ROI using TruEffect’s TruConnect vs. 3rd party systems
• Customer relationship data trumps behavioural data (leverage behaviour data, too, if you like)
• New data-driven business value
• Powerful digital media audience/customer segmentation – underscored by advertisers’ customer data
• New digital customer experience optimisation opportunities
• Web & device-wide customer targeting strategy & execution
• Creative/treatment development (to maximise micro-origination opportunity)
• Seamless web advertising & web site data integration and analyses (1st party to 1st party)
• And much more
• A game-changing [media and creative] agency-client relationship shift
• Driven by new, granular levels of customer insight , including advertiser-defined [online & offline] customer
segmentation mapped to digital advertising consumption, interaction, response and cost
• The net net
• Advertisers can now use their own valuable data, they can keep their data, truly own and control the data,
generate greater consumer insight from digital media and win through improved business results!

Core TruEffect TruConnect Benefits
• All data maintained in the advertiser’s domain
• No possibility for derivative works
• Unparalleled customer-level pre & re-targeting
• Via a built-in, easy-to-use facility
• Valuable operational efficiency gains
• Workflow solution, TruAdvertiser, 35-50% more efficient vs. 3rd party platforms
• Leverage existing investments in CRM data/technologies
• Enables, supports and uses 360 degree customer view
• Powerful integration with web site analytics platforms/data
• Data is now 1st party to 1st party vs. a 3rd party to 1st party nightmare
• Low-impact switching
• TruConnect delivers tremendous value at the lowest possible overhead in terms of human capital and
resource, with linear scalability

TruEffect
• World-class ad serving heritage – from the founders of MatchLogic
• Redefining accountability in digital marketing
• A one-to-one or “relationship advertising” platform
• Enabling real-time, web-wide customer-level ad targeting
• Helps generate lifts in business results by 30% to 200%+ vs. 3rd party
platforms
• A direct marketer’s dream

Try TruConnect Now
And learn why Relationships Rule!

Thank You
James Sandoval, Founder & Managing Director
T: +44 (0)7885 906 709
E: James.Sandoval@Invizua.com
2.01 Tea Building, 56 Shoreditch High Street, London, E1 6JJ. Invizua Ltd is registered in England and Wales. Company No. 6661095. VAT Registration No. 943 0348 36

Appendix Items

Regain control of your data
&
Ensure only you benefit from your
customer and business intelligence

Certified by leading publishers

Why TruEffect Wins
Legacy Ad Serving
Technology
TruConnect™
Technology
Real-time /Census Dynamically link rich advertiser data with media
data at every transaction
No C
Advertisers’ Metrics Overcome limitations of Impression-Click-
Conversion for measurement
No C
No Third Party Database Not dependent on expensive, clumsy profiling or
targeting database
No C
Cookie Deletion Resistant to consumer rejection of cookie
tracking & new browser features
No C
Privacy “Known & trusted merchant” meets
consumer/regulatory expectations
No C
Advertiser Leverage The “Money” assumes a dominant position in the
media value chain
No C

"We need to find a new model and
new metrics"
- Sheryl Sandberg, Chief Operating Officer,
Facebook

“Can you innovate...can you make
your economy more
productive...and can you
therefore grow your way out of a
crisis?"
- Niall Ferguson, Professor of History at Harvard University & Author of “The Ascent of Money”

Invizua - TruEffect's TruConnect - 9 June 2010

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Invizua - TruEffect's TruConnect - 9 June 2010

Editor's Notes