Description of Methodology – True Reach® ​

® This Description of Methodology (DOM) is a summary of the measurement processes for True Reach ​ employed by ® ​ Visible Measures, including an overview of the True Reach ​ methodology, a general description of our measurement ​ methodology, and an outline of adverse effects on video measurement.

What’s Included: ​

● Methodology for accumulating data ● Adverse effects on video measurement

Overview Visible Measures (VMC) provides data on socially-driven online video advertising campaigns to agencies, advertisers, and the general public. The data is sourced through web sites that provide end-users the choice to watch videos. This requires five stages of activity by VMC: Site Identification, Site Configuration, Campaign Discovery, Clip Discovery, and Clip Tracking. VMC programmatically polls sites (See Appendix A for the list of sites) every day to gather key information about the individual video clips, including the total number of times each clip has been played. Analysts then use proprietary tools to group relevant clips according to advertising campaigns (specific creative assets designed to deliver a ® message to consumers, usually over a fixed period of time). True Reach ​ is a measure of the number of times viewers ​ have made the choice to watch clips associated with an advertising campaign. Finally Visible Measures provides this ® True Reach ​ data via its TrueReach.org web-based tools and in custom reports delivered to clients. Advertisers and ​ agencies care about campaigns, the directed release of advertising assets (one or many) that deliver a unified message about a particular product, service, or company. VMC identifies online video campaigns, assigns individual videos across 90+ sites and rolls up the data in order to provide campaign performance data.

What methodology does Visible Measures use for accumulating video viewing data? Basics ● Visible Measures (VMC) captures video viewing data from public video publishing sites by inspecting each site’s video pages (aka scraping) and/or using APIs published by the video sites (See Appendix A for the list of sites). The scraping consists of programmatic, electronic reading of site information based on information stored in configuration files. Using the configuration information, VMC servers collect information (including clip ID, number of video plays, and comment counts where applicable) from specific HTML pages on the targeted sites. ● VMC vets all material business partners involved in the collection of socially-driven online video advertising campaigns. VMC ensures the partner is legitimate, has made viewership data public, and has a terms of service. Due to the nature of the data and the methods through which it is accessed, a limitation exists with regard to invalid traffic filtration, and VMC does not employ any invalid traffic filtration on the data collected from public video publishing sites.

Site Identification ® ● In trying to assess the True Reach ​ of online video advertising, VMC tries to monitor all the sites where ​ substantial viewership of such content takes place. While there are hundreds of thousands of sites, the vast majority have negligible traffic and video viewership. Even some popular sites have very little video content. VMC identifies sites to monitor and scrape based on two criteria: o Site traffic and video viewership – heavily trafficked sites with an emphasis on video (YouTube, Facebook, Daily Motion) are prime targets as that is where video viewership tends to happen. o Availability of data – many sites (YouTube, Facebook, Metacafe) expose viewership data and update it regularly, allowing for rigorous data collection and analysis. Sites that keep their viewership data private (Hulu) cannot be included. ● As VMC’s team becomes aware of new sites or sites that meet the above criteria, those sites are added to the actively monitored list (Appendix A). On rare occasions a site may stop making viewership data available, and that site will then be dropped from the list. VMC could decide to stop monitoring a site due to a fall in traffic, or a negligible presence of relevant video content.

Site Configuration ● VMC creates a site configuration for each video site that defines how metrics (video plays, comment counts, rating, etc.) are captured from the site. These site configurations are stored on internal servers and automatically tested twice daily to confirm their interpretation of the data formatting on tracked sites remains valid. When a site configuration fails to properly capture the desired metrics, VMC operational staff investigate the failure and adjust the configuration as needed. All automatic tests generate notification summaries describing any failures (e.g. the site is down or significantly changed its formatting) and partial successes (e.g. the site slightly changed its formatting causing only a subset of metrics to be captured). If VMC discovers that a site is consciously blocking the tracking servers a VMC representative contacts the site administrators to explain our activities and offer possible solutions. In all cases to date, the site has realized that having their traffic included in VMC’s True ® Reach ​ data is beneficial and the blocking is disabled. If a site makes the technical and business decision to ​ deny access, VMC will honor that decision and remove the site from the actively tracked list.

Campaign Discovery ® As part of VMC’s True Reach ​ measurement process, VMC has a set of procedures dedicated to identifying new ​ advertising video. When a campaign is discovered, it is added to the list of tracked campaigns. This process is known as “Discovery”. After Discovery, an initial execution of searches and categorizing of placements occurs, this process is known as “Building” a campaign. The repeat execution of searches and categorizing of placements is known as “Updating” a campaign. Continuous, daily, or more frequent, collection of information on video clips that have been discovered and included in the database is known as “Tracking”. Tracking occurs for video clips even if updating no longer occurs due to thresholds not being met.

Campaigns are discovered one of four ways: 1. An agency submits a campaign via an email submission 2. An analyst finds it during a weekly check of 5 advertising-focused blogs 3. An analyst finds it during daily monitoring of 23,000+ YouTube, Facebook, and Instagram brand channels 4. An analyst (or other team member) sees a campaign during routine work on one of the target sites

Visible Measures focuses on branded content produced for advertising purposes. In particular, VMC focuses on marketing campaigns in which viewers have made the choice to watch associated clips. Promotional material for any clips from the following are expressly excluded: ● Award Shows ● Demo Reels ● TV Networks ● TV Shows ● Video Games ● Content Sites ● Politician's Election ads (note: VMC did include presidential ads for the 2012 election cycle) ● Music Videos that are not in and of themselves ads ● Foreign Language Content (for Social Ads) ● Compilations: if multiple ads are included in the clip it is impossible to connect viewer intent to a single campaign, so the compilation is not included in any campaign ● Product walkthroughs or demonstrations aimed more at existing users of a product than prospective users of a product

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Any of these may be candidates for future inclusion or expansion depending on market demands and VMC’s capabilities.

Campaign Build and Update ● All clips that meet the campaign criteria above and have at least 100,000 views are organized into campaigns. This process of organization, metadata tagging, and initial Update is our “build” process. ● Following each "build," the campaign is Updated weekly for three weeks as long as either a new creative or a user-uploaded video is added during each Update. If no user uploads and/or new creatives are added during an Update, searches for new placements will terminate ● If user-uploaded videos and/or new creatives are found after the initial three week period, Updates are scheduled bi-weekly as long as either a user upload and/or new creative is added during each Update for the next five weeks. If no user uploads and/or new creatives are added during an Update, searches for new placements will terminate. ● If user-uploaded videos and/or new creatives are found after the five week period, Updates are scheduled for every four weeks as long as either a user upload and/or new creative are added during each Update for the next sixteen weeks. If no user uploads and/or new creatives are added during an Update, searches for new placements will terminate. ● If after the sixteen weeks, user uploads and/or new creatives are still being added, searches are terminated regardless. VMC systems will continue to collect daily data from all placements categorized in the database. ● If a new creative asset is discovered for a campaign during the Campaign Discovery process and that creative asset gains at least 100,000 views during the most recent three months, the campaign will be Updated

Clip Discovery ● VMC dedicates a set of servers to discovering new clips (a.k.a. placements) across all supported sites. These servers are monitored at all times and include automated test suites to ensure discovery operations are functioning normally. Problems are noted in the VMC QA Dashboard and certain problems result in automatic email alerts being sent to VMC’s System Administrator and/or the Phoenix technical lead. Reporting systems track new clip yield for each site to monitor discovery rates and assist with discovery optimization (improving ability to find new clips on sites). When a new clip is discovered, it is added to the list of “tracked” clips in Phoenix. The discovery activity is divided into several types: o Normal Automated Discovery – VMC has a protocol to scan each site for new clips. This protocol is based on channels and pages relevant to advertising campaigns o Direct Search Discovery – VMC analysts define search terms that may be relevant for specific campaigns and VMC systems automatically execute those searches on a subset of sites. o NOTE: Normal Automated Discovery and Direct Search use search APIs for several sites, most notably YouTube, in order to allow those sites to better manage resource requirements. Search APIs may have caps on the number of results they return; for example YouTube’s API returns the top 1,000 clips. o Ad-hoc Discovery – VMC analysts and other staff can manually add clips to our database from any site we support by simply specifying the URL for the clip. This allows analysts to track clips that have no meta-data or inaccurate meta-data (e.g. a “Dove” clip that is labeled as a “Degree” clip). Such clips are occasionally discovered by analysts who are browsing a site like YouTube or Break.com. Clip Tracking ● VMC dedicates a set of servers to checking all “tracked” sites on a daily, or more frequent, basis to capture specific video metrics. These trackers request information about particular video clips from tracked sites in the same way an end-user does (or through APIs where available for data exchange). The trackers request subsets of clips to check from the master VMC database throughout the day. Each target site is polled at least once per day, but given the large number of sites tracked the process takes place on a rolling basis throughout the day. The trackers are actively monitored and managed to identify network and site failures as well as site changes. Tracking pressure (i.e., the number and frequency of requests for information/data) on each site is adjusted to minimize traffic load and blocking. ● The tracking servers are organized into two geographically separate clusters. One cluster performs all “regular” tracking of a subset of our master clip database. The other cluster handles tracking of “high priority” clips (i.e., clips that have been associated with brand advertising campaigns) and also handles retries of failed tracking

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attempts from the first cluster. The roles of the clusters can be reversed to accommodate any large-scale outages. This high priority cluster attempts to capture metrics several times during the day. The last successful set of metrics is considered canonical for the day. ● The high priority cluster completes its tracking run at least twice a day to ensure VMC captures correctly updated metrics for the day. This cluster also implements more aggressive failure-handling protocols resulting in more extensive retry events when a clip is difficult to track. ● Sites are grouped into tiers representing level of importance to customer products. Issues with tier 1 sites are handled on an emergency basis, issues with tier 2 sites are handled during the same day they are identified, while issues with tier 3 sites are handled as time permits. ● An internal dashboard provides thorough, step-by-step monitoring of all discovery and tracking operations. This dashboard is used to monitor the health of each server in the clusters and automatically generates alerts when anomalous behavior is detected. If a server fails, tracking activity is automatically routed to a different machine. The dashboard monitors include: o Global statistics on overall infrastructure health and effectiveness o Cluster specific health and performance metrics o Server specific health and performance metrics o Site specific health and performance metrics, include per server stats to detect localized failures due to blocks or other network issues on a specific server o Site configuration tests and extensive tools to support editing and testing of configurations. o Extensive logging for error analysis, performance analysis and failure response time analysis. ● The VMC Phoenix operations team is on call via smart phone alerts to provide 24/7 monitoring and error handling. ● Visible Measures defines a specific calendar day as the time from 12:00AM through 11:59PM Eastern Standard Time. A week begins at 12:00AM on Monday and ends at 11:59PM on Sunday. Visible Measures uses calendar months, starting with January and ending with December.

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What circumstances may have an adverse effect on video measurement? ● If a publisher modifies the way it identifies clips (i.e., the page URL where a clip can be found, or how video pages are structured) VMC could lose visibility into the metrics on that site, or improperly interpret metrics. Data from previous days remains unaffected. The twice daily configuration tests described above ensure that such changes are detected and handled quickly. ● A publisher may actively block VMC’s tracking attempts. The tracking servers automatically detect this scenario and re-try tracking via a different server. If multiple servers fail to track a site due to blocking, a notification is sent to staff for resolution. VMC staff then adjusts the tracking rate to reduce tracking pressure on the site and works with the publisher to remove the blocking. If necessary, VMC engineering adjusts its tracking methodology to accommodate specific publisher needs (e.g., custom user agent identifiers and limiting tracking to specific hours of the day) ● Network problems can prevent capturing metrics from publisher sites. Automatic re-tries by alternate servers and the second cluster avoid tracking failures due to local network outages. Staff is immediately notified when network (both internal and external) outages or throughput reductions are detected. ● Discovery and tracking machines may fail. VMC maintains sufficient “headroom” in its clusters to ensure that individual server failures do not compromise the day’s discovery and tracking operations. The clusters are built using commodity hardware where a reasonable percentage of server failures are expected. New servers can be rapidly provisioned in order to maintain the appropriate excess capacity. ● Visible Measures validates scraped data to be of the appropriate data type (i.e. date is of a date format, video plays are integers). If data does not match the appropriate type it is rejected and not stored. Visible Measures attempts to capture accurate data with a subsequent scrape. ● Data on tracked sites may be inaccurate as it is generally self-reported. All data captured by VMC consists of publicly accessible video metrics made available by video publishers.

NOTE: Based on the preferences expressed by VMC’s customers, instances impacting customer data result in direct email notification of such issues to the assigned customer contact. VMC may supplement such notification

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with telephone calls in order to facilitate more detailed explanation. If reports are affected, the nature of the issue and the result(s) of it will be noted in the reports.

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Appendix A: Sites Configured for Tracking

Site Name Site Name Site Name 56 GodTube Sina 2 163 Hopa Snotr 1UP IndiaForums Sohu My TV Allocine Instagram Sohu TV Aniboom Iqiyi Spike AOL Video Kewego Startvg ApnaVideos ku6 StreetFire Atom Films LeTV StupidVideos Bing LiveLeak StupidVideos.com Break LoadUP Telly Channel101 Maxior Telurica Cine.terra Metacafe Tetesaclaques ClipFish Monkeysee TotalVideoGames ComedyCentral Movieweb TrailerAddict Cracked Mpora TrickLife Crackle MTV TU-TV MyDamnChannel Tudou Dekhona MyVideo.ch UsstreamChannel DesiMad MyVideo.de UStreamRecorded Dumpert NewGround's Veoh eBaum's World OneIndia Viddler Facebook OnTheAirTv Videojug FlashGround OpenFilm VideoSift FlashPortal Overstream Flix Patrz VTVWeb Flixya Perezhilton Vxv Fropper PPTV Wideo Funny QQ WorldStarHipHop FunnyorDie RediffiSHARE Youku GameTrailers RuTube YouTube

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Appendix B: Clip Discovery Example

Discovery of New Clips

For each campaign VMC is tracking, the analyst will use a variety of search terms. For example, the analyst may search the name of the brand and campaign, the name of the featured product and/or service, the name of the brand and any prominent celebrities, and the name of the brand and any notable characteristics of the creative. For example: “Microsoft The Collective Project”, “Microsoft OneNote ad”, “Microsoft Robert Downey Jr. ad”.

The analyst enters a search phrase into VMC’s UI and gets back a list of videos. After filtering out all placements with less than 250 views, the analyst reviews those videos to determine what belongs in the campaign and what is irrelevant. At this point all relevant clips are categorized as original, copy, or derivative.

Here is an example:

Search phrase: “Microsoft Robert Downey Jr. Ad”

URL Categorization Reason http://www.dailymotion.com/video/x2jeb1g User Upload Exact replica of a creative http://www.youtube.com/watch?v=0Svt26Apd10 Do Not Include Irrelevant clip about Robert Downey Jr. http://www.youtube.com/watch?v=3E6cAHiTqUg User Upload Third party commentary on the creative http://www.youtube.com/watch?v=AFKgaNcIf0g User Upload Third party commentary on the creative http://www.youtube.com/watch?v=VUqHgKaFlOs User Upload Exact replica of a creative http://www.youtube.com/watch?v=GEiG1GkqrnU Do Not Include Includes foreign language http://www.youtube.com/watch?v=e6QK5KWH9T Y Do Not Include Irrelevant clip about OneNote http://www.youtube.com/watch?v=b7a4h2T9unI Original Upload Related creative for the campaign

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Appendix C: Glossary

▫ Campaign: the directed release of advertising assets (one or many) that deliver a unified message about a ​ particular product, service or company, generally over a fixed period of time (3 months or less).

▫ Categorization: classification of a particular placement as original, copy, or derivative. ​ ▫ Clip Discovery: the act of finding placements of creative assets ​ ▫ Clip Tracking: Monitoring and storing the data, particularly the view counts, of placements ​ ▫ Copy: An exact replica of an original video uploaded under a user name unaffiliated with the company. ​ ▫ Creative Asset: A video execution. Note that the same creative asset (think of an episode of a television ​ program) can have many placements on a single site and across multiple sites.

▫ Derivative: A remix, mash-up, spoof, or “inspired by” clip uploaded uploaded under a user name unaffiliated with ​ the company.

▫ Original: A video clip uploaded by a company-affiliated username. ​ ▫ Placement: An individual instance of a video with a unique URL. Digital video campaigns are composed of ​ multiple placements, including official and user uploads

® ▫ True Reach :​ The total number of views tracked from all placements. Similar to placements, views can be ​ ​ classified as official or user uploads.

▫ Update: The process by which new clips for an existing campaign are discovered. ​

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Document Change History This section notes any changes to Visible Measures’ Description of Methodology for True Reach.

Date Modifications Author

May 1st 2017 Updates include: E. Trujillo, Senior Product Manager - Introduction of Change History - Addition of Instagram to Appendix A - Addition of material partnerships overview

Updated May 2017