This document discusses the growing importance of display advertising and how search and display campaigns can work together effectively. It notes that massive reach is now available on high-quality display inventory through ad exchanges, and targeting data is widely available to advertisers. When consumers are exposed to both paid search and display ads, they are nearly twice as likely to make an online purchase. The document provides tips for integrating search and display tracking for accurate attribution and optimization across both audiences and inventory sources. It also introduces the Efficient Frontier platform for managing search and display campaigns through a single interface.

1. Search Marketers Get Ready Display is a Performance Channel SMX West March 2010

3. Access to targeting data is widely available to advertisers decoupled from the cost of mediaNote: Implement optimization uniquely across both inventory (reach) and audiences (data) 2

4. Three Legs of the Display Stool 3

5. Worldwide Spend Growth in Online Marketing Biddable display is the growth channel in online marketing. 4 Exchange Market Growing to $5B

6. The Promise of Search & Display When exposed to both paid search and display ads, consumers were found to be nearly twice as likely to make an online purchase on a retailer's site, which is greater than the sum of each ad tactic's individual effects.Comscore, September 2009 5

8. In search terms, we find site retargeting can add Yahoo-like conversion volume (15-20% of SEM) to campaigns6

10. Holistic tracking and correct attribution are criticalWe often see ~15% of display impressions with conversion activity have a search click prior to conversion. Conversely, we will see 20-30% of last view conversions with a preceding search click (the impact of retargeting). 7 Overlap and the Attribution Challenge

11. Practical Tips for Success Integrate search and display tracking for accurate attribution Think of display optimization in two buckets:audience and inventory Leverage multiple data sources for targeting, starting with your data (retargeting) and expanding to 3rd parties (examples: Experian, Blue Kai, etc.) Understand the inventory attributes that drive performance (example: ad size, time, frequency, site) and bid accordingly Don’t get overwhelmed by choices – like search, inventory is fairly consolidated in a few marketplaces as is data Test and learn now while the market is immature – this is Overture circa 2001 8

12. Campaign Management Single Interface Manages Search and Display Tracking, Reporting, Attribution Workflow & Reporting Impression Optimization Multi-Channel Performance Data Content Category, Site, Geo, Demo Creative, Keyword & Match-Type Audience Optimization Joining Data Sources Client Data EF Proprietary Data 3rd Party Data Data & Optimization Budget Distribution (Performance Modeling & Forecasting) Serving & Bidding Delivery and Execution API Integration, Real Time Bidding, Ad Serving Display Content and Search Inventory Y! Right Media DoubleClick AdEx Google AppNexus Yahoo Bing MSFT AdECN ASK PubMatic AdMeld OpenX Baidu Rubicon Project Fox FAN 9 The Efficient Frontier Platform

13. The Efficient Frontier Platform Workflow & Reporting Campaign Management Single Interface Manages Search and Display Tracking, Reporting, Attribution Impression Optimization Multi-Channel Performance Data Content Category, Site, Geo, Demo Creative, Keyword & Match-Type Budget Distribution Audience Targeting Joining Data Sources Client Data EF Proprietary Data 3rd Party Data Data & Optimization Budget Distribution (Performance Modeling & Forecasting) Serving & Bidding Ad Serving and Bidding Algorithmic Bid Decisions Real Time Bidding (Q1) Y! Right Media, DoubleClick AdEx, AppNexus, PubMatic, MSFT AdECN, OpenX, AdMeld, Rubicon Project, Fox FAN Inventory Google, Bing, ASK, Yahoo!, Baidu 10

14. Questions? Justin.Merickel@efrontier.com Follow Us: twitter.com/efrontier 11