Adara.Com and Include All Metrics Needed to Evaluate Campaign Performance

Trafficking Guide Updated January 2019

TRAFFICKING DETAILS Activity Details Lead Time Up to 3 business days for Trafficking. Please set up third party direct reporting access for [email protected] and include all metrics needed to evaluate campaign performance. If direct Reporting access is not available, please schedule daily delivery of reports to [email protected] for campaign management and optimization. ADARA must have third party reporting access within 3 days of campaign launch to ensure proper invoicing. AD SPECIFICATION - DISPLAY & RICH MEDIA RESOURCES Resource Link Advertiser Guidelines http://adara.com/advertisers/advertiser-guidelines IAB Guidelines http://www.iab.com/guidelines/iab-display-advertising-guidelines/ IAB Wiki http://www.iab.com/guidelines/glossary-of-terminology/ Facebook Ads Guide https://www.facebook.com/business/ads-guide/?tab0=Desktop%20News%20Feed Viewability http://www.iab.com/guidelines/state-of-viewability-transaction-2015/ ADARA SPECIFIC DETAILS Spec Topic Details All ad units that run within the ADARA Platform must have secure HTTPS pixel calls, includes all 4th party calls, to maximize delivery with our supply Security partners. Rich Media All Rich Media units that run within the ADARA Platform must be third party served by a certified vendor. Third Party Vendors Certified Vendor list: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m ADARA accepts third party hosted HTML5 via all approved third party vendors listed via above link. Refer to the IAB guidelines for HTML5 specs: HTML5 http://www.iab.com/wp-content/uploads/2015/06/HTML5DAv101.pdf. All HTML5 display creative must have backup images.

Ad Verification DoubleVerify, Integral Ad Science (aka AdSafe) - All tags must include IS_PREVIEW macro for proper auditing.

On-Site Placements Please see Page 17 for Airline On-Site Placement specs guidelines as applicable. 3rd Party DMPs Third party Data Management Platform (DMP) pixels are not allowed within ads. Mobile In-App Firewall or blocking wrapped tags are not supported for mobile in-app inventory. CONTACT DETAILS Contact Email Address Trafficking Email [email protected] Reporting Email [email protected]

DESKTOP DISPLAY SPECIFICATIONS Element Details

Acceptable Desktop Display 300x250, 728x90, 160x600, 300x600, 120x600, 1250x360, 125x125, 180x150, 180x500, 200x200, 250x250, 250x480, 250x800, 300x1050, Dimensions 320x320, 336x280, 468x60, 580x400, 800x250, 970x250, 970x50, 970x90, 980x120, 980x240, 980x300, 1800x1000

IAB Rising Stars https://www.iab.com/guidelines/display-rising-stars-ad-units/ Landing Page Must send landing page URL and landing page must open in new window. Max File Size initial load 200KB, subload up to 300KB (auto-initiated) or 2.2MB (user-initiated) Animation :30 maximum; ads must remain static after 30 seconds; 3 loops animation maximum. Expansion User initiated only, and must have close button. Audio User initiated only. File Type JPEG, GIF, or PNG. HTTPS calls 100 HTTPS (fourth-party) calls maximum. Cookies 25 cookies being set maximum. Third Party Tracking/Serving Certified Vendor list: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m Security All tags & 4th Party calls must be HTTPS

MOBILE DISPLAY SPECIFICATIONS Element Details

300x250, 728x90, 160x600, 320x50, 300x50, 320X480*, 1024x768**, 768x1024**, 120x600, 1250x360, 125x125, 180x150, 200x200, Acceptable Mobile Dimensions 250x250*, 250x480, 250x800, 300x1050, 300x600, 320x320, 336x280, 468x60, 480x320*, 580x400, 970x250, 970x50, 970x90, 980x120, (Smartphone & Tablet) 980x240, 980x300

Landing Page Must send landing page URL and landing page must open in new window. Max File Size initial load 200KB, subload up to 300KB (auto-initiated) or 2.2MB (user-initiated) Animation :30 maximum; ads must remain static after 30 seconds; 3 loops animation maximum. Expansion User initiated only, and must have close button. Audio User initiated only. File Type JPEG, GIF, or PNG. HTTPS calls 100 HTTPS (fourth-party) calls maximum. Cookies 25 cookies being set maximum. JavaScript preferred; MRAID is supported In-App only. Third Party Tracking/Serving Certified Vendor list: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m Security All tags & 4th Party calls must be HTTPS *Supported Smartphone Interstitial Dimension **Supported Tablet Interstitial Dimension

AD EXAMPLES - DESKTOP DISPLAY Element Details

728x90

Desktop Display Examples - Banner ads 728x90, 300x250, and 160x600

160x600

300x250

AD EXAMPLES - MOBILE DISPLAY Element Details

728x90

Mobile Display Examples - Smartphone and Tablet

320x50

300x250

VIDEO SPECIFICATIONS Element Details Dimensions 640x480 minimum for Desktop, 640x360 minimum for Mobile Length :15 seconds preferred; :10 seconds minimum, :60 seconds maximum Max File Size 10MB Landing Page Must send landing page URL and landing page must open in new window. 300x60, 300x250 GIF, JPG, PNG; Inventory not guaranteed, expansion not allowed, :30/3 loops animation maximum (no companion banners Desktop Companion Banners allowed for Mobile) Aspect Ratio 16:9 preferred; 4:3 accepted; no black bars Site Served Video files; Click-thru URL; 1x1 Trackers accepted Required Video File Types MP4, WebM Frames Per Second 24 FPS; 30 FPS maximum User Initiation Sound/Video Auto initiated accepted Custom Player Controls Not required Video Bit Rate 512kbps minumum Audio Bit Rate 96kbps Video Codec H.264 Audio Codec mp3 or AAC; 64kbps Linear vs. Non-Linear Only linear accepted Skip Functionality Can accept skip or non-skip HTTPS calls 100 HTTPS (fourth-party) calls maximum. Cookies 25 cookies being set maximum. VAST 2.0, VAST 3.0, VPAID 2.0 (HTML5/JS) Third Party Tracking/Serving Certified Vendor list: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m Security All tags & 4th Party calls must be HTTPS *Please note that in-banner video is considered a rich media display unit and must be 3rd party served.

AD EXAMPLES - VIDEO Element Details

Video size determined by player within site - not dictated by ADARA

Desktop and Smartphone Video Ad Examples

FACEBOOK - NEWS FEED SPECIFICATIONS Element Details ADARA FB Workbook https://adara.box.com/s/pr9voxtgwg513yretyyqqwyb3tn8zc9s Connected Page Facebook Page URL to be linked to represent your brand in the ad. Image must be 1200x628; JPG, PNG, or GIF format; too much text in image may impact delivery. Check your image here: Image or Video* https://www.facebook.com/ads/tools/text_overlay/. Video must be MP4; 16:9 aspect ratio; 60 minutes max. length. Destination* Image and text must go to one landing page. Must send landing page URL or Click Tracker. Headline* 25 characters (including spaces) recommended. Text* 90 characters (including spaces) recommended. Description* 30 characters (including spaces) recommended. Must be granted page access by Advertiser's FB page Admin. Page must not have any restrictions and be viewable to all Facebook users. Facebook Page Access* Learn how to grant access: https://www.facebook.com/business/help/195296697183682 Cannot: Start with punctuation. Include words separated by commas, but not spaces. Headline, Text and Description Contain words that are greater than 20 characters in length. Restrictions Consist entirely of CAPS. Contain more than 1 consecutive 1 character words. Include 2 consectutive spaces or puncuation marks with the exception of 3 elipses(...). NOTE: FBX considers ™, ®, © as punctuation. Cannot contain the following characters: \ ^ ~ _ = { } [ ] | < > Character Restrictions Diacritical marks: e.g. á, é, ü, etc. International Phonetic Alphabet (IPA) Symbols: e.g., θ, ð, ʃ, ʒ, etc. Superscript and subscript characters with the exception of TM and SM Tracking pixels must be 1,024 characters maximum; must be HTTPS and final destination must call a static 1x1 image only. Redirects only allowed if needed to pull 1x1 image. Third Party Tracking Pixel Pixel cannot drop more than one cookie. The pixel cannot use an advertiser-specific domain. Pixel must use a general vendor domain; e.g. Restrictions "pixel.vendor.com". Facebook servers must be able to establish a connection with the pixel server and receive a response in less than one second. Click tracking pixels accepted. Third Party Tracking Certified Vendor List: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m *Each ad component is required separately. ADARA will put together the full creative using all the components.

AD EXAMPLE - FACEBOOK NEWS FEED Element Details

Facebook Desktop News Feed Ad Example

FACEBOOK - DESKTOP RIGHT HAND COLUMN (RHC) SPECIFICATIONS Element Details ADARA FB Workbook https://adara.box.com/s/pr9voxtgwg513yretyyqqwyb3tn8zc9s Image must be 1200x628; JPG, PNG, or GIF format; too much text in image may impact delivery. Check your image here: Image or Video* https://www.facebook.com/ads/tools/text_overlay/. Video must be MP4; 16:9 aspect ratio; 60 minutes max. length. Destination* Image and text must go to one landing page. Must send landing page URL or Click Tracker. Headline* 25 characters (including spaces) recommended. Text* 90 characters (including spaces) recommended. Must be granted page access by Advertiser's FB page Admin. Page must not have any restrictions and be viewable to all Facebook users. Facebook Page Access* Learn how to grant access: https://www.facebook.com/business/help/195296697183682 Cannot: Start with punctuation. Include words separated by commas, but not spaces. Headline, and Text Restrictions Contain words that are greater than 20 characters in length. Consist entirely of CAPS. Contain more than 1 consecutive 1 character words. Include 2 consectutive spaces or puncuation marks with the exception of 3 elipses(...). NOTE: FBX considers ™, ®, © as punctuation. Cannot contain the following characters: \ ^ ~ _ = { } [ ] | < > Character Restrictions Diacritical marks: e.g. á, é, ü, etc. International Phonetic Alphabet (IPA) Symbols: e.g., θ, ð, ʃ, ʒ, etc. Superscript and subscript characters with the exception of TM and SM Tracking pixels must be 1,024 characters maximum; must be HTTPS and final destination must call a static 1x1 image only. Redirects only allowed if needed to pull 1x1 image. Third Party Tracking Pixel Pixel cannot drop more than one cookie. Restrictions The pixel cannot use an advertiser-specific domain. Pixel must use a general vendor domain; e.g. "pixel.vendor.com". Facebook servers must be able to establish a connection with the pixel server and receive a response in less than one second. Click tracking pixels accepted. Third Party Tracking Certified Vendor list: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m *Each ad component is required separately. ADARA will put together the full creative using all the components.

INSTAGRAM - FEED AND CAROUSEL SPECIFICATIONS Element Details ADARA FB Workbook https://adara.box.com/s/pr9voxtgwg513yretyyqqwyb3tn8zc9s Connected Page Facebook Page URL or an Instagram account to be linked to represent your brand in the ad. 1-10 images/videos; image must be 1080x1080; JPG, PNG, or GIF format; too much text in image may impact delivery. Check your image Image or Video* here: https://www.facebook.com/ads/tools/text_overlay/. Video must be MP4; 16:9 aspect ratio; 60 minutes max. video length. Destination* Image and text must go to one landing page. Must send landing page URL or Click Tracker. Call To Action Specify the Call to Action or "Learn More" will be used by default on Instagram. Text* 125 characters (including spaces) recommended. Must be granted page access by Advertiser's FB page Admin. Page must not have any restrictions and be viewable to all Facebook users. Facebook Page Access* Learn how to grant access: https://www.facebook.com/business/help/195296697183682 Cannot: Start with punctuation. Include words separated by commas, but not spaces. Text Restrictions Contain words that are greater than 20 characters in length. Consist entirely of CAPS. Contain more than 1 consecutive 1 character words. Include 2 consectutive spaces or puncuation marks with the exception of 3 elipses(...). NOTE: FBX considers ™, ®, © as punctuation. Cannot contain the following characters: \ ^ ~ _ = { } [ ] | < > Character Restrictions Diacritical marks: e.g. á, é, ü, etc. International Phonetic Alphabet (IPA) Symbols: e.g., θ, ð, ʃ, ʒ, etc. Superscript and subscript characters with the exception of TM and SM Tracking pixels must be 1,024 characters maximum; must be HTTPS and final destination must call a static 1x1 image only. Redirects only allowed if needed to pull 1x1 image. Third Party Tracking Pixel Pixel cannot drop more than one cookie. Restrictions The pixel cannot use an advertiser-specific domain. Pixel must use a general vendor domain; e.g. "pixel.vendor.com". Facebook servers must be able to establish a connection with the pixel server and receive a response in less than one second. Click tracking pixels accepted. Third Party Tracking Certified Vendor list: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m *Each ad component is required separately. ADARA will put together the full creative using all the components.

FACEBOOK - CAROUSEL SPECIFICATIONS Element Details ADARA FB Workbook https://adara.box.com/s/pr9voxtgwg513yretyyqqwyb3tn8zc9s Connected Page Facebook Page URL to be linked to represent your brand in the ad. 2-10 images/videos; image must be 1080x1080; JPG, PNG, or GIF format; too much text in image may impact delivery. Check your image Image or Video* here: https://www.facebook.com/ads/tools/text_overlay/. Video must be MP4; 16:9 aspect ratio; 60 minutes max. video length. Destination* Image and text must go to one landing page. Must send landing page URL or Click Tracker. Headline* 40 characters (including spaces) maximum Text* 90 characters (including spaces) recommended Description*¹ 20 characters (including spaces) recommended Must be granted page access by Advertiser's FB page Admin. Page must not have any restrictions and be viewable to all Facebook users. Facebook Page Access* Learn how to grant access: https://www.facebook.com/business/help/195296697183682 Cannot: Start with punctuation. Include words separated by commas, but not spaces. Headline, Text and Description Contain words that are greater than 20 characters in length. Restrictions Consist entirely of CAPS. Contain more than 1 consecutive 1 character words. Include 2 consectutive spaces or puncuation marks with the exception of 3 elipses(...). NOTE: FBX considers ™, ®, © as punctuation. Cannot contain the following characters: \ ^ ~ _ = { } [ ] | < > Character Restrictions Diacritical marks: e.g. á, é, ü, etc. International Phonetic Alphabet (IPA) Symbols: e.g., θ, ð, ʃ, ʒ, etc. Superscript and subscript characters with the exception of TM and SM Tracking pixels must be 1,024 characters maximum; must be HTTPS and final destination must call a static 1x1 image only. Redirects only allowed if needed to pull 1x1 image. Third Party Tracking Pixel Pixel cannot drop more than one cookie. Restrictions The pixel cannot use an advertiser-specific domain. Pixel must use a general vendor domain; e.g. "pixel.vendor.com". Facebook servers must be able to establish a connection with the pixel server and receive a response in less than one second. Click tracking pixels accepted. Third Party Tracking Certified Vendor List: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m *Each ad component is required separately. ADARA will put together the full creative using all the components.

INSTAGRAM - CAROUSEL SPECIFICATIONS Element Details ADARA FB Workbook https://adara.box.com/s/pr9voxtgwg513yretyyqqwyb3tn8zc9s Connected Page Facebook Page URL to be linked to represent your brand in the ad. 2-10 images/videos; image must be 1080x1080; JPG, PNG, or GIF format; too much text in image may impact delivery. Check your image Image or Video* here: https://www.facebook.com/ads/tools/text_overlay/. Video must be MP4; 16:9 aspect ratio; 60 seconds max. length. Destination* Image and text must go to one landing page. Must send landing page URL or Click Tracker. Text* 125 characters (including spaces) recommended Must be granted page access by Advertiser's FB page Admin. Page must not have any restrictions and be viewable to all Facebook users. Facebook Page Access* Learn how to grant access: https://www.facebook.com/business/help/195296697183682 Cannot: Start with punctuation. Include words separated by commas, but not spaces. Headline, Text and Description Contain words that are greater than 20 characters in length. Restrictions Consist entirely of CAPS. Contain more than 1 consecutive 1 character words. Include 2 consectutive spaces or puncuation marks with the exception of 3 elipses(...). NOTE: FBX considers ™, ®, © as punctuation. Cannot contain the following characters: \ ^ ~ _ = { } [ ] | < > Character Restrictions Diacritical marks: e.g. á, é, ü, etc. International Phonetic Alphabet (IPA) Symbols: e.g., θ, ð, ʃ, ʒ, etc. Superscript and subscript characters with the exception of TM and SM Tracking pixels must be 1,024 characters maximum; must be HTTPS and final destination must call a static 1x1 image only. Redirects only allowed if needed to pull 1x1 image. Third Party Tracking Pixel Pixel cannot drop more than one cookie. Restrictions The pixel cannot use an advertiser-specific domain. Pixel must use a general vendor domain; e.g. "pixel.vendor.com". Facebook servers must be able to establish a connection with the pixel server and receive a response in less than one second. Click tracking pixels accepted. Third Party Tracking Certified Vendor List: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m *Each ad component is needed separately. ADARA will put together the full creative using all the components.

AD EXAMPLE - CAROUSEL Element Details

Instagram Feed Carousel Ad Example

NATIVE SPECIFICATIONS Element Details ADARA Native Workbook https://adara.box.com/s/ytv1km7g57z7ida6h64xbrfmcelr9spw Advertiser Name (Brand)*¹² 25 characters (including spaces) maximum. Headline (Ad Header)*² 25 characters (including spaces) maximum. Long Headline (optional) 50 characters (including spaces) maximum. Image must be 1200x627; 1.91:1 aspect ratio; JPG or PNG format only. 200KB max. file size. We do not recommend having text in the image. Image or Video*¹ Video 1GB max. file size; audio must be mp3 format; acceptable video file types: AVI, MOV, MP4, MPEG, MPG, WEBM, WMV Body (Ad Content)*² 90 characters (including spaces) maximum. Long Body (Optional Additonal Ad 150 characters (including spaces) maximum. Content)*² Minimum 100x100; Maximum 128x128; 1:1 aspect ratio; JPG or PNG format only. Transparent background recommended. Logo requires third- Logo¹ party image hosting. Please provide URL to logo image asset when possible. Call To Action*¹² 15 characters (including spaces) maximum. Click Tracker/URL* The web page to direct people to when they click your ad. 1024 characters (including spaces) maximum. Landing Page Short, friendly version of landing page URL; 30 characters (including spaces) maximum. HTTPS calls 100 HTTPS (fourth-party) calls maximum. Cookies 25 cookies being set maximum. Third Party Tracking/Serving Certified Vendor list: https://adara.box.com/s/h8gmd7faocenlmw7huv1caetg40qfq7m Security All tags & 4th Party calls must be HTTPS *Each ad component is required separately. ADARA will put together the full creative using all the components. ¹The component is displayed at the Publisher's discretion. ²Characters of a double-width language (Chinese, Japanese, and Korean) counts as 2 characters; messaging must be shortened by half.

AD EXAMPLES - NATIVE Element Details

Desktop and Smartphone Native Ad Examples

YOUTUBE IN-STREAM & BUMPER SPECIFICATIONS Element Details YouTube Video URL The video must be uploaded to YouTube: https://support.google.com/youtube/answer/57407 Video Requirements Must allow embedding; must be public or unlisted video. True streaming not allowed. In-stream - :15 seconds preferred; :12 seconds minimum, less than 3 minutes maximum Length Bumper - :06 seconds maximum Max File Size 1GB Landing Page URL (Final URL) Must send landing page URL. Display URL The domain URL that will show on the live video. 300x60, GIF, JPG, PNG; Inventory not guaranteed, expansion not allowed, :30/3 loops animation maximum; 150KB max file size. (No Desktop Companion Banners companion banners allowed for Mobile.) Aspect Ratio 16:9 preferred; 4:3 accepted; no black bars Required Video File Types AVI, ASF, Quicktime, Windows Media, MP4, or MPEG Frames Per Second 30 FPS preferred; other common frame rates include: 24, 25, 48, 50, 60 FPS User Initiation Sound/Video Auto initiated accepted Video Bit Rate variable Audio Bit Rate 128kbps or better Video Codec H.264 Audio Codec mp3 or AAC Linear vs. Non-Linear Only linear accepted Skip Functionality In-Stream ads are skippable; Bumper ads are non-skip 1x1 tracking pixels and click trackers accepted - Must be a YouTube Certified Vendor: https://developers.google.com/third-party- Third Party Tracking/Serving ads/youtube-vendors Security All tags & 4th Party calls must be HTTPS

AD EXAMPLES - YOUTUBE IN-STREAM Element Details

Video size determined by player within site - not dictated by ADARA

Desktop YouTube In-Stream Ad Example

AD EXAMPLES - YOUTUBE BUMPER Element Details

Video size determined by player within site - not dictated by ADARA

Desktop YouTube Bumper Ad Example