This document discusses how technology is enabling access to the independent web at scale through the use of SSPs, RTB, and private exchanges. It explains that Lijit Networks has developed a platform that captures large amounts of reader data from small publishers to better target ads using niche audience segments. Advertisers can now leverage real-time bidding and private exchange technology through DSPs to access highly engaged inventory from the long tail of websites in a controlled manner.

1. Using SSP’s, RTB, and Private Exchanges to Reach the Independent Web at Scale Todd Vernon / Founder and CEO, Lijit Networks / @toddvernon

2. When looking for the best restaurant… Mama’s Fish House – North Shore of Maui Is the number of people eating there the leading indicator of success ? Sometimes… Lijit Networks, Inc.

3. But, I think we can all agree… Country Buffet – North Shore of Chicago Traffic is probably not the only indicator…. Lijit Networks, Inc.

4. Often it’s the small place… That serves the best experience Keeps your interest longer Exudes the greatest influence Lijit Networks, Inc. Frasca – Boulder, Colorado Grace Boyle – Boulder, Colorado

6. Vertical Networks could get you there - but really only in a few high value segments.

7. DSP’s could get you there - but likely only through unsold inventory channels without guarantee of delivery.But – technology is starting to opens doors not previously available. Lijit Networks, Inc.

8. A convergence of innovation vectors Lijit Networks, Inc. Motivation Efficiently create media buying mechanism that can compete with an established TV ecosystem with better economics and less waste. Motivation Enable publishers, often small publishers, to better engage, understand, and grow their audience without devaluing their highly specific content verticals.

9. Along the way, a huge amount of data was captured Lijit Networks, Inc. Big Data around specific reader interactions and situational data. Big Data around reader directional interests or buying behavior.

10. Enhanced SSP’s Data Set Publisher Data Plane Reader Data Plane Access to all readers Content Indexes Content Vertical Site Interconnectivity Page Views Unique Readers Associated Demographics Contextual Reader Engagement Other Content Sources Historical Site Visits Referring Search Terms Onsite Search Terms Gender Household Income Marital Status Comment History Content Interest Social Media Bias Geography Time of Day Lijit Networks, Inc.

11. The connection point is private exchange technology Lijit Networks, Inc. Private Exchange X On female lifestyle sites With a high number of commenters With highly tweeted content Adjacent to food related articles Brand is targeting a 24 year old mother With a household income of >$100K year Across named media, social media, and conversational media.

12. Key benefit, huge niche inventory expansion There isn’t a glut of inventory, there's a glut of good inventory. Big data around niche sites allows good inventory to be purchased at a fair price at scale. Private exchange technology keeps the advertiser/publisher relationship healthy. Real-time bidding keeps media at mark-to-market. Lijit Networks, Inc.

13. Great, how do I leverage the small and interesting? Work with your Agency DSP to include social signals, situational data, and hyper-contextual information in your audience target profiles. Ask your DSP to work with the more progressive SSP’s to include these signals in the RTB bidding process. Select only the appropriate inventory – and buy it when you need it without being surprised by what else you get. Get access to the some of the most engaged conversations, in the Independent Web. Lijit Networks, Inc.

14. Thanks