the only fully multicultural RTB ba

1. The Digital Advertising Industry’s Leading
Consolidated Media-Buying Platform
2012

2. Digilant
is an independent
marketing technology
company that provides
marketers with a
platform to support
the entire media buy
–from planning through
execution, measurement
and optimization–
with ultimate precision
and transparency.
Founded in 2009, and launched as Adnetik, the company
was created to reduce wasteful digital spending and
improve the effectiveness of digital advertising using real-
time targeting intelligence.

3. Since 2009, Digilant has maintained
a 95% Customer Retention Rate
Agencies Brands

4. U.S. Ad Exchange Inventory Partners & Reach
Ad exchanges are technology platforms that facilitate the bidded buying and selling of online
media advertising inventory from multiple ad networks. The approach is technology-driven as
opposed to the historical approach of negotiating price on media inventory.
Via our ad exchange inventory partners, Digilant reaches more than 95% of the internet audience
per month.
Digilant has access to more than 7 billion impressions per day and views more than 230 million
unique cookie IDs per day in the U.S.
In addition to connecting to the industry’s leading ad exchange inventory partners, Digilant can
create a customized branding platform for each brand through premium publisher partnerships.
Digilant’s branding platform provides marketers with an avenue to control the negotiation of their
own direct deals with publishers and ad networks for integrated campaigns and provides frequency
capping and de-duplication of users across all inventory sources.

5. Consolidated Media Buying Platform
Consolidated Buying Platform
DSPs
DMP SSPs
• Invite Ad Exchanges
Brands • Mediamath
• Rubicon Publishers
Google | OpenX | RMX
• Pubmatic
• Dataxu

6. Advantages of an Integrated Technology Stack
• Server-to-server
interaction between
advertisers and
publishers
• Feedback loop for
bid optimization
• Transform customer
data into actionable
insights

7. Digilant’s Learning Engine & Optimizer
 Bidder optimizes on click or action 1000s of Nano
 Fastest Tier on Google AdX operating at Segments
500,000 QPS
 Optimizing variables include:
• URL
• Referring URL
• Time of day
• Creative
• Ad Placement
• User profile / ID
Click
• Impression Investment
AIM Look-A-Like Modeling
• Tactic
• Browser & OS
• Browser default language
• Geographic location
• Domain
Optimization Engine identifies
patterns that produce results!

8. The Digilant Difference
Digilant’s optimization technology is the most sophisticated in
the industry.
The algorithm is customizable.
The system analyses customer data,
third party data, and web data to inform
optimization. Once this data is
aggregated, the system ranks the
relevancy and expected performance
for each available ad to inform the bid
price. When the system finds a match
and places a winning bid, the ad is
delivered to the user and the response
is recorded for use in the next round of
bidding.

9. Competitive Landscape

10. Full Funnel Marketing = Prospecting + Remarketing
• Full-funnel campaigns that
combine intelligent
prospecting and retargeting
drive new customer growth by
40% or more.
• Campaigns that integrate
data, targeting and bidding in a
single, integrated solution can
drive down costs by up to
700%.

11. The Digilant Difference
multicultural index™
Leverages the power of page index™ and audience index™ to reach the
growing multicultural and diverse audience segments in the U.S.
 Latino Index™ and Asian Index™ go beyond browser language and zip
code targeting to reach the aforementioned audiences by contextual
vernacular language in-page for video, display and mobile advertising.
 Urban Index™ and LGBT Index™ harness the strength of zip code
targeting, audience behavior and contextual relevance to target the
optimal audience in the optimal place at the optimal time.
Marketers can target multicultural and diverse consumers
at scale with brand safety using the optimal creative
and message in the optimal location at the optimal time.

12. Digilant’s AIM Military Offering
AIM Military targeting tactics
include:
• AIM Index Military Custom White List
• Military IP Targeting (.mil)
• Military Base Zip Code Targeting
• Behavioral Targeting
• Geographic (City, DMA, State, Country)
• Site Retargeting
Reach 30 Million Americans with $2T in annual consumer
spending power!
1/2/2013 :: Page 12

13. The Digilant Difference
page index™ is Digilant’s proprietary webpage classification tool that offers
precise placement targeting and semantic analysis for structural page
elements and webpage content.
audience index™ is Digilant’s prospecting technology that identifies
previously undiscovered audience segments via attribute scoring technology
page index™ audience index™
• Custom target unlimited # of URLs • Expand beyond retargeting – utilize
against specific audience targets proven audience learnings to
• Cookie-less targeting (1st ever enable prospecting
within RTB space) • Audience ID’s commonalities
• Expand audience reach thru look- evaluated within 6,500 attributes
alike modeling for URLs white/black • Algorithms applied to users of high-
lists value to identify other like users
• Page level specific, not domain, for • Continuous evolution – new users
perfected interest relevance added to the algorithm daily to
keep the targeting pool fresh

14. Page Index™
page index™ categorizes inventory by
a number of proprietary attributes
that influence visibility and relevance
Sample of attributes
•Content
•Keyword Relevance
•Number of ads on page
•Above or below the fold
• Size of page in KB
• Location of ads
•Number of videos
•Border size
•Number of images
•Page length in pixels
35 properties total
Leverage one of a kind technology to discover high-value inventory
segments in a fully transparent environment

15. Page Index™ Semantic Classification
Seed documents contain Seed is processed Categorize seed
keywords/ideas/top by proprietary content in terms of
performing URLs model relevance
Search for similar URLs
using look-alike modeling

16. Multicultural Page Index™

17. Audience Index™
Hunt for these users
on the exchanges
Create a new target
list of users that
Capture audience match + attributes
using pixel on
advertiser’s webpage
Analyze millions of Run list of attributes
+/- user attributes against entire universe
of users
Use custom scoring to discover high-value audiences outside your
current customer base instead of targeting the same tired users
17

18.  Algorithm & Campaign !
Algorithm Stored for Future Use!
DIGILANT owns and operates
its own algorithmic bidding and
optimization technology
Campaign learnings and

optimized algorithms from
client’s campaigns are stored in
DMP for future use to “Hot Start”
the next campaign
 Typical DSP

19. Power Retargeting
Customize your retargeting messages using Dynamic Creative Optimization to
meet specific needs, interests and priorities of your audience
Test offers against one another (and how various headlines and
messages may have impacted them)
And/Or:
Keying off of and/or injecting location into the ad,
Ex: "Fly in from Boston and spend the weekend with us"
Implementing personalized retargeting
Ex: If user visits "Lodging" area of site, present offer "x"
If user visits "Ski School" are of site, present offer "y"
(which may be a lodging/ski school bundle)
Keying off of or injecting weather data,
Ex: "It's 35 degrees and Sunny, perfect spring skiing Customizable features
conditions" • Headline
Or, "We just received x inches of snow in x hours…..“
• Image
Increase conversion on average 1-3x • Call to action
Leverage insights for placement and audience with
creative intelligence to maximize your advertising potential

20. Digilant Latino™: U.S. Hispanic Consumer Reach
Total U.S. Hispanic audience online  26.8M unique users*
Digilant views 97% of these users 14.6 times per day across its
Latino Index™.
UU (000) 97% Audience reach
30
25
25
20
15
15 14
10
6
5 3
2
4
1
0
*Source: comScore Media Metrix August 2012.
Digilant’s U.S. Hispanic consumer audience reach is based on the average of unduplicated users profiles that travel through the Latino index monthly.

21. Digilant Urban™: U.S. Black Consumer Reach
Total U.S. African-American audience online  23.3M unique users*
Digilant views 90% of these users 24 times per day across its
Urban Index™.
UU (000)
25
90% Audience reach
20
20 17.5
16.3
15 14.3
10
5
0
Digilant Google (M) AT&T Adworks Yahoo Sites (P)
(N)
*Source: comScore Media Metrix August 2012.
Digilant’s U.S. Black consumer audience reach is based on the average of unduplicated users profiles that travel through the Urban index monthly.

22. Types of Targeting
Standard Page Index Audience Index Multicultural
• behavioral data* • ad visibility • attribute score • contextual vernacular
• contextual relevance • contextual relevance • behavioral data* language in-page
• custom segmentation • custom segmentation • look-alike modeling* • browser language
• demographic • geography / DMA • demographic • contextual relevance
• geography • (cookie-less) look-alike • geography / DMA • custom segmentation
• look-alike modeling* modeling* • custom segmentation • demographic
• power retargeting • page quality • geography / DMA
• search retargeting • page structure • power retargeting
• search retargeting
• behavioral data*
• look-alike modeling*
• ad visibility
• attribute score
• page quality
• page structure
* behavioral data includes any range of data
from both first party and/or third party sources
* look-alike modeling can be used for URL
modeling or audience modeling

23. Ad Units
Display Mobile Video
• Sizes: 300 x 250, 728 x • Sizes: 320 x 50 and 300 x 50 • Types:
90, 160 x 600, 468 x 60, 180 x • In-Browser / In-application Pre-roll- appears before users
150, 300 x 600, 336 x consumes video content
• XX-Large Image Banner 320 x
280, 120 x 600, 88 x 31, 234 x Post-roll- appears after video
50 pixels
60 Universal Unit GIF, PNG, JPEG for
content is consumed
• Creative supports still image < 10 KB file size In-banner- appears within
JPEG, GIF, flash, SWS Supplemental unit Animated GIF video content on a webpage
for animation < 15 KB file size Interstitial- appears in the
• Length: 3 loop max 15 second
• X-Large Image Banner 300 x middle of video consumption
max
50 pixels • Length: 15 or 30 second max
• Other: Standard and Rich Universal Unit GIF, PNG, JPEG for
media/expandables still image < 10 KB file size
• Other: VAST 2.0 compliant
Supplemental unit Animated GIF
*Please inquire about for animation < 15 KB file size
additional sizes
Rich Media/Expandable*
• Base Dimension 480 x 603 728 x 90 300 x 250 160 x 600 120 x 600
• Expanded 468 x 210 728 x 300 600 x 300 400 x 600 420 x 600
• Direction Down Down Down & Left Left Left
* Other sizes available

24. How it Works Online and in Video
Time = 0.000 seconds
1. A visitor lands on a page and the
publisher sends an ad request to the ad
exchange.
2. The ad exchange makes the user profile
available to all bidders.
Digilant
3. The advertiser’s bids are automatically
sent to the exchange by the bidding
algorithm.
4. The highest bid wins the impression.
5. The winner’s creative is served and the
page is rendered.
Time = 0.100 seconds
What comes across in the users profile?
> Time of day > Date > Full URL > OS > Referral URL
> Browser type > Location (IP)
> Browser ID > Search history

25. How Ad Exchanges & RTB Works
What’s in the ad profile?
•Time of day
•Date
•Full URL
•OS
•Browser Type Time = 0.000
Advertisers •Browser ID seconds
•Referral URL
•Location (IP) 1. A visitor lands on a
1 •Search history… page and the
Offers publisher sends a bid
request to the ad
$1.00 2 exchange.
2. The ad exchange
3 makes the users
profile available to all
Offers bidders.
3. The advertiser’s bids
$1.10 are automatically
sent to the exchange
by the bidding
5 algorithm.
Offers 4. The highest bid wins
$1.25 the impression.
5 5. The high bidders
creative is served and
the page is
rendered..
Time = 0.100
seconds
Ad
Ad
Server 25

26. How it Works in Mobile

27. Brand Safety
Brand Safety
All pages crawled by Digilant are given a brand safety rating for each of the following
base safety content categories through AdSafe: Adult content, Hate speech, Guns /
Bombs / Ammo, Spyware / Malware, Offensive language , Gaming / Gambling, Legality
Premium, Quality Content
Increase Brand Value: Improve media efficiency through the elimination of
underperforming inventory
Block ads from appearing on sites that contain offensive content

28. Additional Brand Safety
Digilant uses it’s own technology for Page Index™ to score sites. As an added
precaution marketers can choose to use the AdSafe Firewall
Use AdSafe’s Firewall or another provider’s to prevent ads
from being served next to inappropriate content

29. Privacy
Digilant takes privacy seriously. That’s why we have
partnered with Evidon to wrap all behaviorally
targeted ads with the Advertising Options Icon:
The icon appears at the top corner of an ad,
providing users with choice and control
over how their information is used for targeting
Digilant was recognized as one of
the industry’s leaders in privacy
and self-regulation by Evidon
through inclusion in the green
light program.

30. Real-Time Comprehensive & Transparent Reporting

31. Real-Time Comprehensive & Transparent Reporting

32. Case Studies
Leadership
Global Presence

33. Digilant Influences a Geo-targeted U.S. Hispanic Audience
For a Large Grocery Store Chain
Background
A grocery store chain wanted to increase perception of value
among Hispanics. They partnered with Digilant to target these
consumers in key geographic areas.

34. Digilant Influences a Geo-targeted U.S. Hispanic Audience
For a Large Grocery Store Chain
Result:
• Drove an 8% increase in brand
lift, which outperformed the Vizu norm
over 100%!
• The campaign successfully reached
Hispanic consumers in Los Angles and
San Diego, driving double digit brand
lift for each of the cities.
Digilant was able to show how effective its targeting capabilities were in brand-building and
positively influencing consumer perception in real-time among geo-targeted U.S. Hispanics.

35. Digilant’s Real-Time Optimizations Maximize Brand Lift
Background
A large CPG company partnered with Digilant to increase
purchase intent among consumers for their hair care products.

36. Digilant’s Real-Time Optimizations Maximize Brand Lift
Result:
• Drove a 14% increase in brand lift, which is
more than double the Vizu purchase intent
norm!
• Optimized the campaign to drive brand lift.
After multiple optimizations were performed
based upon creative reallocation and
frequency adjustments, the campaign soared
in its performance.
Digilant was able to optimize in real-time against the strongest performing components
to maximize purchase intent for the CPG company product.

37. Executive Leadership Team

38. Executive Leadership Team

39. Executive Leadership Team

40. Contact Us
Digilant Amsterdam Digilant London Digilant Mexico City Digilant São Paulo
Digilant B.V. Prinseneiland 57 Willow House Galileo No. 20, Suite 102 Rua Luigi Galvani, 42. cj 123/124
1013 LM Amsterdam. The 17-23 Willow Place Col. Polanco Chapultepec Brooklin. São Paulo, SP
Netherlands London, SWIP IJH Delegación Miguel Hidalgo, CEP 04575-020. Brasil
TELE +31 (0) 20 7795943 TELE +44 (0) 207 268 3936 C.P. 11560, DF México. México TELE +55 11 2889 5677
FAX +31 (0) 20 7794287 FAX +44 (0) 203 402 3704 TELE +52 5281 7339 EMAIL brinfo@digilant.com
EMAIL nlinfo@digilant.com EMAIL ukinfo@digilant.com EMAIL mxinfo@digilant.com
Digilant Boston Digilant New York
(Global Headquarters) Digilant Madrid 349 Fifth Avenue
100 North Washington Street Avenida de Brasil New York, New York 10016
Suite 502. Boston, MA 02114 17, entreplanta A United States of America
United States of America 28020 Madrid. España TELE +1 781 929 6753
TELE +1 617 849 6900 TELE +34 91 770 46 99 EMAIL usinfo@digilant.com
FAX +1 617 849 6920 FAX +34 91 770 47 05
EMAIL usinfo@digilant.com EMAIL esinfo@digilant.com
For more information, visit www.digilant.com