Tailgate is a technology that transforms online display advertising like banners and videos into interactive e-commerce applications. By directly integrating with advertisers' existing databases and allowing creative agencies to design customizable units, Tailgate aims to turn what are typically considered annoying ads into useful applications. This gives ads more consumer appeal and transforms all digital advertising into an e-commerce channel. Tailgate's technology includes full real-time tracking and is designed to work across any form of online display and on any digital platform.

1. Version 3.0

2. The Tailgate Vision
We firmly believe that this technology will transform
online display advertising from a passive experience into
a relevant online tool for consumers by turning what are
currently considered annoying adverts into useful
applications, giving them the consumer-pull theyʻve
traditionally lacked.
–Chris Autry, CEO of Tailgate Technologies

3. What is Tailgate and what’s so great about it?
• A technology that transforms any display unit into a fully integrated eCommerce channel
• Direct integration into advertisers’ existing legacy (eCommerce, CRM) databases
• Any creative agency can design the units
• No rich media required
• Secure unit in unsecured environment
• No publisher requirements
• Works with any ad serving technology
• All actions in unit can be tracked in real-time by user

4. Tailgate transforms all display advertising into useful application
Tailgate
Current Single
(1) One technical integration
Enabled Site
Website Model
(2) Omnipresent e-commerce
(3) Centrally managed
+ (4) Fully distributed functionality
(5) Media independent
Widget Banner Video Blu-Ray Mobile

5. Tailgate is designed to work with any form of online display advertising
Banner Video Widget / Application
1 2 3
Integration into any banner Dynamic overlay on video Development of sales
format: rectangle, skyscraper, streams, e.g. movie trailers, widgets or applications for
superbanner… music videos, fashion clips social networks etc.

6. Functionality is widely distributed on ANY digital platform
(1) All info live and active
(2) No rich media
(3) True two way interaction
(4) Info instantly update
(5) Same technology all platforms

7. Use Case: Full sales process in video overlay direct DVD sale from film trailer
1
Steps:
1. Call-to-action (“buy now“) enables
Tailgate overlay
2. Product information incl. related
products
3. Full shopping cart process
4. Login & payment process
2 3 4

8. Use Cases: Customer interaction and lead-generation newsletter and music subscription
1. inform about product
2. enter contact information
3. subscribe to newsletter
Warner Bros.
Newsletter
subscription in
video overlay
Dada.net
Subscription for
music downloads
in banner
1. enter mobile phone number
2. receive PIN
3. start downloading music

9. Tailgate is a direct conduit between the consumer and the advertiser
Recipient Implementer
Third Party Website
The Consumer Presentation Ad Agency
Turnkey
Widget Video
Layer Banner Display
Shopping
Cart
Utiltity
Tailgate Tailgate eCommerce Catalog
Tailgate Technologies
Consumer/Advertiser System
Engine API Engine
Purchase
Fulfillment
Advertiser Advertiser
Existing
Business Fulfillment 3rd Party
Merchant
Tier Database Payment System
Account

10. The flow of information is seamless and straightforward
1 Standard Flash banner loads (<30K)
2 Activation of transaction ready banner
3 Banner loads pre-configured transactional fields
4 Consumer fills in fields
4
5 Banner calls Tailgate to initiate transaction
6 Details passed to Tailgate server
1
12 7 Payment details encrypted into Tailgate
Ad Server
10
8 Client system alerted to transaction
5
3
9 Client system receives customer info for authentication
6
2 8
10 Client system processes information
9
11
11 Client system passes transaction result to Tailgate
7 12 Banner is informed of transaction result

11. Tailgate includes full real-time unit level tracking capabilities

12. A Flex based platform will soon be launched to allow for form customization

13. Tailagate Enabled Banners
6.00%
Tailgate significantly increase
21X
normal interactivity rates
5.25%
On average interaction rates with Tailgate
4.50%
enabled banners are 7X higher than with normal
Interaction Rates
3.75%
banners. However this is largely dependent on
the following factors:
3.00%
• Creative Execution
2.25%
• Content (Title)
7X
1.50%
• Length of Campaign
3X
3X
• Placement of Message
0.75%
2X
-1X
Standard 0.25%
0%
interaction rate (1X)
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14. The use of the technology dramatically increases when the
content is highly targeted (video, widgets, microsites)
Widgets/Video
100%
370X
92.01%
On average interaction rates with
80%
Interaction Rates
highly relevant content specific
60%
Tailgate content is 131X the normal
interaction rates
177X
44.37%
40%
This Campaign is live as
of 9 Jan, 2009
20%
48X
43X
12.09%
10.88%
Standard 0.25%
0%
interaction rate
Gotham Night Hell Boy Delerium Not Easily Broken
Campaign

15. Important Facts about Tailgate
• The integration happens once, once integrated in the back end ecommerce system
no further technical effort is required
• All e-commerce systems can be integrated
• Tailgate Technologies holds no consumer data, the advertiser owns the data
• All transactions that occur in Tailgate enabled units occur as though they happen
on the advertisers’ e-commerce site
• Integration is easy and simple not much effort required
• All verticals can be addressed in one form or another
• Tailgate Technologies is not a huge faceless organisation, but a group of nimble
intelligent industry experts that are out to change the online advertising equation
• Tailgate Technologies is backed financially by some of the largest and most
reputable VCs and the company has won several prestigious industry awards

16. Tailgate Transforms All Display Advertising Into eCommerce
• Consumers use applications instead of see ads
• Marketing becomes sales and sales becomes marketing
• E-commerce players allow their customers to transact in multiple locations on the web
• The web is an application based environment instead of a rudimentary systems of links
• Tailgate is not rich media as classically defined but is an extension of e-commerce functionality
• Little needs to change in terms of the current infrastructure to allow this all to happen

17. About Tailgate Technologies
•Provider for transactional advertising technology
•Founded in 2007, Headquarters in London
•Offices in Los Angeles and plans for Tokyo (Q2 2009)
•Sales presence in Germany, Singapore, Australia, France and Hong Kong
•Endorsed by TechCrunch
•Award winning technology

18. Contacts at Tailgate for Sales and Technical Support
Sales and Presentation Support
Blair Schooff jbschooff@tailgatetechnologies.com
Technical Questions Support
Ravi Nataraju rnataraju@tailgatetechnologies.com
Account Handling Support
Jarrod Frye jfrye@tailgatetechnologies.com
Administration and General Marketing Support
Emma Kapur ejkapur@tailgatetechnologies.com
London Office Los Angeles Office
+44 207 240 3276 +1 323 337 9015