Introduction to Ad Platforms Partner Webinar September 30, 2019

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. Speakers

Will McMaster Sr Dir, Sales Operations & Strategy

Joe Stephens Sr Dir, Strategic Solutions

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 2 Agenda

1. Verizon Media DSP 2. Verizon Media Native Platform 3. Q&A

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 3 Verizon Media DSP

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 4 #3 multi-platform property* behind only Google & Facebook

84% US Millennial reach on mobile* (that’s more than Snap and Twitter)

* comScore U.S. Monthly Audience Rankings Snapshot - July 2019

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. Walled gardens • Massive scale • Exclusive supply • Unique data • Deterministic ID

The best of DSP both worlds

Independent DSPs • Agnostic • Transparency • Customization

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. Why Verizon DSP?

Identity at the core Premium exclusive inventory

Leverage our best in class identity Exclusive reserved access to graph and first party data to address Verizon Media & Microsoft the challenges of a post-cookie properties and the largest premium world. native marketplace.

Performance, performance, performance Nothing to hide

Machine learning that consistently All the benefits of a walled garden drives market leading performance without compromising on vs. other DSPs. Brand & DR. Coupled transparency and independent with no hidden fees or pricing measurement. ineﬃciencies.

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. Identity at the core

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 8 Cookies

Verizon Media’s Identity Graph

App

Mobile 2B Devices 1M Apps Carrier Search 9B / month DOOH CTV

Email 30B / day Verizon Media device graph

Commerce 142M profiles $220M / day Native Desktop (US) Ad exposure & 200B Device engagement daily cross-screen ID data signals across Location Audio Verizon Media 225M MAUs IP Bid stream & platform data

Content Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. Cookies 1.2B MAUs Identity that goes way beyond the cookie

1st party signals to identify your target audience Verizon Media O&O She reads content on CTV / ATV HuﬀPost about moving and She tunes into Home home decor Improvement program on Fios from their Mail current address Jane receives email confirming payment for storage unit and alert about Mobile home financing Search She downloads Real Estate She searches for moving app services and Uhauls

4:00 AM 8:00 AM 12:00 PM 4:00 PM 8:00 PM

10 Deliver a better customer experience

Eliminate the guesswork and deliver your omnichannel strategy with precision using Verizon Media’s people centric marketing tools.

Frequency Targeting Measurement Measurement All Channels Capping O&O data Internal External

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 11 Premium exclusive inventory

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 12 Exclusive inventory and unique omnichannel opportunities

Verizon Media Native Direct Partnerships & PGD Omnichannel scale

Largest non-social native marketplace NFL Live Stream

CTV

DOOH App

Audio

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 13 Performance, performance, performance

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 14 No hidden fees + smarter machine learning = better ROI

Supply Path Optimization AdLearn

Identify the most eﬃcient path to a Combine demand and supply publisher's supply by evaluating data with predictive performance bid duplication, unnecessary algorithms to connect the best ad reseller opportunities, and cost with the right user and placement, across our supply ecosystem. at scale.

Automated Bid-Shading Predictive Audiences

Receive real time bid prediction Analyze over 2M dimensions to and optimization recommendation predict the conversion via deep site segmentation data probability for each user.

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 15 No hidden fees Spend your money on media.

We are committed to a transparent & eﬃcient pricing A la carte pricing, nickel & diming for every feature causing far model that supports the full use of our DSP’s capabilities less budget to be spent on media. A compounding negative so media dollars are put to work. impact on ROI.

Tech Fee Tech fee 10% 10%

Bid shading, device-graph, viewability, Bid shading, device-graph, viewability, data onboarding , optimization etc. data onboarding, optimization etc. 0% 10%

$5M campaign spend $4.6M working media dollars $5M campaign spend $4M working media dollars

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. Nothing to hide

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 17 Comprehensive measurement

Identity based Privacy Friendly proprietary Independent Data Sharing

Proprietary insights powered by Partnerships with leading Additional campaign data Verizon Media’s Identity Graph. independent providers for online & transparency that respects oﬄine measurement: consumer trust & privacy. Demo Reach & Frequency Validated through a signed in user Clean Room base of 110M Analyze data in a privacy compliant environment. Brand Studies & Sales Lift DR and Branding impact proof Event Log Files points derived from Y! Mail & Evaluate your exposure Search data. data at a granular level

Location Tying exposure to store visits powered by unique Verizon Media SDK data.

Incrementality Cross-device holdouts & controls (TBA)

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. Omniscope

Greater transparency

Easily access a transparent, multi-dimensional view of omnichannel supply paths for more direct publisher access Unmatched insights

Analyze how each channel, format and exchange are performing and use forecasts to shape campaign strategy

Supply path optimization

Find the most direct path to your audience and eﬃciently allocate media spend across all channels

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. The best of both worlds

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 20 How do we stack up?

Independent / Walled Garden DSPs Verizon Media DSP Pure Play DSPs

Unique consumer based identity

Exclusive supply

Machine learning performance algorithms

Eﬃcient & transparent pricing model

Proprietary Measurements & Insights

Independent Attribution & Measurement

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. Verizon Media Native Platform

Joe Stephens Senior Director, Strategic Solutions

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 22 Transforming the journey Experiences native to life

79% of people say experiences are as important as a company’s products and services.

Source: State of the connected consumer report, Salesforce, 2018 Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 24 Digital advertising needs to evolve

87% people find digital advertising intrusive The experience customers want Ads work best when they don’t feel like something diﬀerent.

79% Of consumers say they like to see ads that blend into the page

4 in 5 Consumers say they accept native advertising as a form of content

Source: Redefining Native study, Verizon Media 2018 Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 26 Cross-funnel experiences designed around customer value

Awareness Consideration Conversion

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Experiences delivered at COMMS: HOMEPAGE / MAIL is frequented throughout the day for constant updates SPORTS / ENTERTAINMENT moments of intention consumption increases along the user journey in the evening

NEWS Morning activity begins with news. Volatility in News indicates consumption is based on when key events occur.

FINANCE peaks at noon as she checks the market

Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorizedSPORTS persons | NEWS or third |parties FINANCE except by | ENTERTAINMENTwritten agreement. | COMMUNICATION The Verizon Media Native advantage

Reach you can’t Experiences that drive get anywhere else consideration and conversions Monthly native 60B+ impressions

Video Commerce Moments

360 Mobile app AR/VR

And more..

Diverse data that unlocks Monthly native performance impressions Global Monthly 1B+ users 4T data points

Source: Verizon Media, Internal Metrics, 2018 Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Quality reach you can’t get anywhere else

60B monthly impressions across Verizon Media Verizon Media O&O O&O properties & our publisher partners

87% Verizon media reaches 87% of US mobile users Premium native partners 1000+ Native publisher partnerships

Source: Verizon Media, Internal Metrics, 2018 & comScore, Mobile Metrics 2019 Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 31 Better native experiences

Enhanced with advanced features & functionality

Native to the customer Extends brand experience at key experiences into the moments of intent ad environment

Experience Shop Play Explore

45% 2.1 min engagement rate ad engagement 360 Tiles Native AR Awareness

5x more 130% eﬃcient CPL higher ROI Carousel Native video Consideration

60% 78% lift in ROAS Lower cost per first ride Moments & DPA App install Action

3 large rectangle images

3 square images

1 video or GIF asset

A single set of 1 optimized thumbnail image images powers all of these ad formats

1 portrait asset (optional) Native Carousel Yahoo mail Video or gif Portrait ads (image) ad ad ad

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 37 Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.