REAL TIME TRADING PRIVATE MARKETPLACES PLAYBOOK PRIVATE ACCESS TO PREMIUM INVENTORY PRIVATE MARKETPLACES BENEFIT BUYERS AND SELLERS

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1 PRIVATE BENEFIT BUYERS AND SELLERS PRIVATE ACCESS TO PREMIUM INVENTORY NEGOTIATED SPECIAL PRICING REAL TIME TRADING PRIVATE PLAYBOOK Private marketplaces allow buyers to break away from the masses, form unique selling relationships with comscore 500 publishers, gain access to premium inventory and reach highly desirable audiences

2 GETTING STARTED WITH PRIVATE What Types Of Private Marketplaces Does Rubicon Project Support? Private Marketplaces Opportunities How to Get Started Questions? We re here to help PMP PROPOSAL WORKSHEET REVV CONNECT BUYER AND DEAL IDs in PRIVATE REVV Private Marketplaces Verticals REVV CREATE YOUR OWN PRIVATE... 9 PUBLISHER PROFILES INTERACTIVE TABLE OF CONTENTS Click to go directly to pages AOL Radio Associated Press Break Media CareerBuilder Drudge Report The Guardian Local.com NewsInternational Playlist Scripps Star Tribune Times Internet Trulia Virgin Media Zynga RUBICON RIGHT CAN HELP YOU GET IT THE RIGHT PUBLISHERS THE RIGHT INVENTORY THE RIGHT PRICE Page 2

3 GETTING STARTED WITH PRIVATE What Types Of Private Marketplaces Does Rubicon Project Support? First access to all eli- Exclusive access to a segment of inventory as negotiated with publisher. Access to inventory at a vertiser, agency, trading desk, or DSP level. Private Marketplaces Opportunities REVV Create Your Own Private Marketplaces We will help you build custom private marketplaces based on your desired audience and campaign or inventory characteristics. REVV Private Marketplaces Verticals To make buying through private marketplaces easier, we have assembled various segments of our premium inventory. Publisher Private Marketplaces Strike deals Rubicon works with over 300 publishers and serves more than 5 billion ads per day. How to Get Started 1. Review the Playbook and Avails Workbook to identify opportunities. 2. If you are interested in creating your own private marketplace, please contact the Rubicon Project Demand Management Team at privatemarketplaces@rubiconproject.com 3. For Private Marketplaces Verticals and Publisher Private Marketplaces complete the PMP Proposal Worksheet and send it to the Demand Management team at privatemarketplaces@rubiconproject.com Rubicon and your DSP(s) will set-up rules and correctly. 6. Buy inventory through this new private marketplace! Questions? We re here to help Demand Sales Team: privatemarketplaces@rubiconproject.com Ed Carey, VP Demand Sales: ecarey@rubiconproject.com Return to the Table of Contents Page 3

4 PMP PROPOSAL WORKSHEET To get started, please complete the Private Marketplaces Proposal Worksheet as shown below, and return it to Publisher or Vertical: Deal Type: Advertisers: DSP: Proposed CPM: Budget: Flight Dates: Notes: What publisher(s) do you want to form PMP(s) with, or which vertical(s) interest you What type of deal(s) interest you Which advertisers do you want to apply to the deal (if applicable) Which DSP(s) will you be using for this PMP What you are willing to offer the publisher *negotiable with publisher What is your desired total spend What are your time perimeters Any additional deal parameters (geo targeting, etc) Buyer Information Name: Your name Publisher or Vertical Forbes Revv Comscore 100 Drudge Report Time Inc Rubicon Contact Information Deal Type Advertisers DSP Proposed CPM 1st right of refusal Private access Preferred access Other (Add to Notes) 1st right of refusal Private access Preferred access Other (Add to Notes) 1st right of refusal Private access Preferred access Other (Add to Notes) 1st right of refusal Private access Preferred access Other (Add to Notes) Verizon McDonalds British Air Sony Ford Hyatt HSBC Jaquar B of A Sales: Ed Carey, ecarey@rubiconproject.com Support: privatemarketplaces@rubiconproject.com Turn Media Math Invite Media Data Xu $3 Verizon $4 McDonalds $6, Private access to ATF inventory $3.50 other Budget Flight Dates $50k June $65k Aug 1 - Aug 15 $4 average $75k Sept 1 -Oct 15 $5.50+ $150k July 12 - Oct 31 Notes will vary the targeting Return to the Table of Contents Page 4

5 CONNECT REVV Connect premium demand and supply, at scale. REVV Connect = The Easy Button PUBLISHERS create, and instantly share with buyers, marketplaces that showcase their available inventory and desired terms. BUYERS view and search for available marketplaces, creating proposals to start the negotiation process when they REVV Connect allows both sides to communicate about deal terms from within the interface. When both sides agree to the terms of the offer, REVV Connect automatically creates the rules for the private marketplace to run through the REVV Platform and automatically synchronizes the terms with the buy-side. REVV Connect reduces the calls and s between publishers, buyers, DSPs and SSPs currently necessary to get private marketplace deals in place. To learn more about this product or to inquire about our closed beta program, talk to your Rubicon account representative or privatemarketplaces@rubiconproject.com. Return to the Table of Contents Page 5

6 BUYER AND DEAL IDs in PRIVATE Private marketplaces are actively negotiated, and explicit agreements between publishers and buyers. If a publisher agrees to sell some segment of inventory buyer, REVV just needs to know who the buyer is The Buyer ID BUYER ID INTEGRATION Full Support Full Support DEAL ID INTEGRATION If a publisher agrees to sell multiple segments of inventory at different prices to a buyer, REVV needs to know applies to The Deal ID NA Supported Full Support Full Support Supported Full Support Full Support Full Support Full Support Return to the Table of Contents Page 6

7 RIVATE OPPORTUNITIES PRIVATE VERTICALS CREATE YOUR OWN PRIVATE PUBLISHER Return to the Table of Contents Page 7

8 Rubicon has pre-packaged inventory to enable you to target campaigns by advertiser across Rubicon s vast user base PRIVATE VERTICALS VERTICALS AVAILABLE MONTHLY IMPRESSIONS AVAILABLE INVENTORY AVAILABLE GEOS CPM SAMPLE PUBLISHERS COMSCORE 100 MARKETPLACE 19 billion ATF Homepage ROS All $3+ ABC CareerBuilder Tribune comscore 500 PREMIUM NEWSPAPERS PrivateMarketplace 4 billion ATF Homepage ROS All $4 Tribune The Guardian MSNBC Shaw Media AUTOMOTIVE 1.5 billion ATF Homepage ROS All $3+ Autotrader CareerBuilder The Guardian Monster Primedia 1 billion ATF Homepage ROS All $3+ Dow Jones GlamMedia Monster Primedia Scripps WhitePages TRAVEL 600 million ATF Homepage ROS All $3+ CareerBuilder GlamMedia theguardian Monster Primedia Add l Potential Opportunities REVV Private Marketplaces Verticals Return to the Table of Contents Page 8

9 CREATE YOUR OWN PRIVATE POTENTIAL INVENTORY DIMENSIONS CREATE YOUR OWN PRIVATE It can be daunting and time-consuming to put together an effective private marketplace from scratch. Rubicon Project can help you create custom private marketplaces tailored to your goals and needs. REVV custom private marketplaces can be assembled from a variety of dimensions. Just select the dimensions you are interested in and contact the Demand Sales Team at privatemarketplaces@rubiconproject.com. DEMOGRAPHICS: Gender Education CONTENT TYPE: Automotive Consumer Electronics Financial Local Content Parenting Professional Content: newspapers/broadcast Shopping Sports Technology Women s Lifestyle RICH MEDIA INVENTORY: Pointroll Inventory MediaMind Inventory REVV CREATE YOUR OWN PRIVATE Return to the Table of Contents Page 9

10 Aol aolradio.slacker.com 52.7% 47.3% 9.1% 18.6% 8.5% 8% 10.5% 22.5% 17.1% ROS $1+ ATF $1.50+ US 39.9% 62.1% 11.9% 8.5% 28.8% Associated Press ap.com 2.7% 7.3% 18% 22.9% ROS $1-$5 ATF $2+ Homepage $1-$5 - PUBLISHER US UK EMEA Run of World k 23.2% 15.4% 12% 19.2% 21.1% opportunities/deals in UI for advertisers to buy 30.4% 16.9% 12.4% 21.3% 19.3% when there is no audio and no mass AOL Radio Associated Press Return to the Table of Contents Page 10

11 PUBLISHER breakmedia.com careerbuilder.com 37.2% 62.8% ROS $.50+ ROS $.75 will accept all deals 54% 46% ROS $3+ ATF $ % 2.8% 5.9% 13.1% 23.7% 20.4% 21.3% US UK 23.3% 3.9% 11.8% 3.5% 23.2% 9.9% 24.5% US 24% 14.9% 10.3% 28.5% 22.4% 24.3% 15.3% 11.8% 18% 21.2% opportunities/deals in UI for advertisers to buy Break Media CareerBuilder Return to the Table of Contents Page 11

12 PUBLISHER drudgereport.com guardian.co.uk 32.3% 67.7% ROS $1-$5 ATF $2+ Homepage $1-$5-32.3% 67.7% ROS $2.50+/ ATF Subject to Homepage review by publisher } 15.7% 2.9% 4.6% 10.8% 30.7% 14.6% 20.7% US UK EMEA Run of World 7.3% 15.5% 17.9% 6.1% 7.8% 25.6% 19.8% US UK EMEA All 41.7% 17% 16.3% 15.3% 9.8% when there is no audio and no mass 29.7% 17% 14.1% 10.5% 20.4% Drudge Report The Guardian Return to the Table of Contents Page 12

13 PUBLISHER local.com newsinternational.com 55.7% 44.3% ROS $ % 63.4% ROS 1+ ATF 1.10 Homepage % 8.5% 22.8% 5% 7.8% 22.6% 15.4% US 17.2% 7.5% 18.5% 4% 6.5% 27.4% 19% US UK EMEA All 20.1% 12.4% 12.2% 19.5% 24.5% opportunities/deals in UI for advertisers to buy 24.9% 18.5% 8.8% 16.5% 23.9% opportunities/deals in UI for advertisers to buy Local.com NewsInternational Return to the Table of Contents Page 13

14 PUBLISHER 51.5% playlist.com 10.7% 18.5% 4.2% 1.2% 20.2% playlist.com 48.5% 20.6% 25.9% ROS ATF CPM range depends on deal terms, contact your demand sales team for more information US 45.8% 54.2% 14% 13.3% 14% 3.1% 16.3% 21.3% 18% scripps.com ROS $3+ US 14% 10.7% 12.9% 21.6% 29.9% opportunities/deals in UI for advertisers to buy 23.9% 16.4% 12.1% 12.3% 26% opportunities/deals in UI for advertisers to buy Playlist Scripps Return to the Table of Contents Page 14

15 PUBLISHER startribune.com indiatimes.com 39.2% 60.8% ROS $1.50+ ATF $1.75+ Homepage $ % 63.1% ATF $3+ Homepage $4+ ROS $ % 22.2% 4.4% 15.9% 4.2% 10.6% 30.1% US UK EMEA Run of World 13.8% 6.4% 5% 3.7% 28.3% 11.2% 31.7% US UK EMEA 35.1% 18.4% 12.5% 16.1% 10.5% opportunities/deals in UI for advertisers to buy 31.8% 17.1% 13.1% 20.2% 8.7% opportunities/deals in UI for advertisers to buy Star Tribune Times Internet Return to the Table of Contents Page 15

16 PUBLISHER 55% trulia.com 45% ATF $3+ Homepage $5+ ROS $2+ virginmedia.com 42.2% 57.8% ATF Homepage 3+ ROS % 20.2% 5.7% 4.4% 24.9% 9.3% 23% US 12.1% 21.9% 3.1% 6.2% 18.7% 15.9% 22.1% UK 26% 15.3% 11.1% 15.8% 23.4% opportunities/deals in UI for advertisers to buy 23.2% 17.7% 18.8% 22.5% 42.2% opportunities/deals in UI for advertisers to buy Trulia Virgin Media Return to the Table of Contents Page 16

17 PUBLISHER 64.9% zynga.com 35.1% ROS $ % 25.6% 5.5% 3.6% 6.1% 29.7% 18.9% US UK EMEA All 13.2% 9.6% 10.4% 28.7% 38.1% opportunities/deals in UI Zynga Return to the Table of Contents Page 17

18 August/Sept 2012 If older than 45 days, please contact for an updated Playbook Rubicon Project is the leading independent digital media advertising technology company in reach (as measured by comscore). Rubicon Project s real time trading platform, REVV, helps publishers make more money by automating and optimizing monetization of their advertising inventory through real time auctions with hundreds of buyer channels representing more than 70,000 end advertisers. One of the largest scale transaction marketplaces in any industry, REVV s powerful and highly scalable trading and protection algorithms process more than twice the transaction volume of NASDAQ everyday.