The webinar discussed the upcoming change to using viewable impressions as the standard metric for digital advertising. Panelists included executives from an advertising technology company. They noted viewable impressions will lead to a 50% drop in ad impressions but higher CPMs for premium publishers. Operational challenges for advertisers and publishers were identified in implementing the new standard. The key takeaways emphasized viewable impressions will increase advertiser ROI and advertiser demand, benefiting premium publishers.

1. LIVE Webcast
Are You Ready For Viewable Impressions?
Panelists: Julian Zilberbrand, SVP Global Digital Director
Kirby Winfield, SVP Corporate Development
Manu Warikoo, Chief Product Officer
Moderator: Mike Leo, CEO and President
Are You Ready for Viewable Impressions? #vCPM

2. 2
Webinar Notes
Attendees are in listen only mode
Post questions in the Go To Webinar Questions Panel. They will be
answered throughout the session, with more time allocated towards the
end.
Post comments & feedback to #vCPM
The session is being recorded and will be made available within 24 hours
Are You Ready for Viewable Impressions? #vCPM

3. 3
Today’s Speakers
Julian Zilberbrand Kirby Winfield Manu Warikoo Mike Leo
SVP Global Digital Director SVP Corporate Development Chief Product Officer CEO and President
@jzilberbrand @kirbywinfield @operativeinc @rmikel
Are You Ready for Viewable Impressions? #vCPM

4. 4
“Ad impressions will drop by 50% or more. CPMs will increase
commensurately. ComScore 500 publishers will finally get the respect they
deserve and recapture market share from their junky ad network rivals.
Consumers will start noticing – dare I say liking? – display ads. Display will no
longer be the red-headed stepchild in the shadow of direct response rival
search or brand rival video. That's what we can look forward to in a world
ruled by the viewable impression standard.”
– Joanna O’Connell, Forrester Research
Are You Ready for Viewable Impressions? #vCPM

5. 5
What problem are we trying to solve?
Are You Ready for Viewable Impressions? #vCPM

6. 6
Are there people Agencies/Advertisers
that benefit or Not all executions tied to viewability
Inexperienced buyers buying cheap inventory
don’t benefit Publishers
from this? Non-premium
Remnant sellers have concerns
Are You Ready for Viewable Impressions? #vCPM

7. 7
How do you Agencies/Advertisers
make sure you  Drive adoption through buying decisions that
show client value
end up in the  The cat is out of the bag
good bucket? Publishers
 1st mover advantage and late adopter penalty
 Get ahead of technology changes
Are You Ready for Viewable Impressions? #vCPM

8. 8
What are the Agencies/Advertisers
Implementation dependent on publishers
operational A few things still need to be determined
Pricing
challenges? Publishers
Multiple pieces of ad tech stack have to adapt (ad
servers, platforms - forecasting, inventory
management)
Pricing
Are You Ready for Viewable Impressions? #vCPM

9. 9
Key Takeaways
 Digital scarcity is much needed in our industry
 CPM increases with higher advertiser ROI
 Premium Publishers are positioned to win
 1st movers will have an advantage
 Viewable impressions is the first step of many needed to improve the industry
Are You Ready for Viewable Impressions? #vCPM 7/19/2012
Proprietary and Confidential.

10. 10
Questions?
Are You Ready for Viewable Impressions? #vCPM

11. 11
Thank You!
Julian Zilberbrand, SVP Global Digital Director
@jzilberbrand
Kirby Winfield, SVP Corporate Development
@kirbywinfield
Manu Warikoo, Chief Product Officer
@operativeinc
Mike Leo, CEO & President
@rmikel
Are You Ready for Viewable Impressions? #vCPM