Capabilities for

Edge Computing and

Geo-Distributed Database

Mirror Image The Dynamic Delivery Network

Problems we address • Scale

– As you acquire more data, your ability to process it and use it diminishes.

• Privacy – Do you store user data in a cookie? How do you

insure it is safe?

• Speed – How can you make the most informed decisions at the

edge if your database is not accessible during the transaction? You can’t. The best you can do is use that transaction to inform the next visit.

Mirror Image (MII) Overview

Extensive functional capabilities Personalized expert support and customization services

High capacity, worldwide, real time infrastructure

Edge Computing - Geo-Distributed Database - Tagging / Pixel Tracking / Data Collection -Impression Verification -Cookie Manipulation -Geo Targeting -Mobile Device Detection/Optimization -And More Live Stream and On-Demand Video -Mobile and Multi-protocol Support -Targeting (e.g. VAST, VPAID, SMIL) -Policy and Authentication -Live Stream Record & Playback -Online Video Platform (OVP) -And More Object Caching Large Object Download SSL Delivery Token-Based Access Control Reporting and Analytics

Knowledgeable, dedicated, in-house support team -Highly experienced in the display advertising ecosystem -IAB member Fully staffed, 24 x 7 Network Operations Center (NOC) Expert professional services resources -Work closely with customers to architect, implement, and deploy custom applications -Provide rapid application customization and enhancement services

High capacity, centralized server model -Optimized for high traffic and complex applications Exceptional performance, scalability, and availability with SLA guarantees Elastic scaling within and across geographies -No customer configuration needed Worldwide coverage Keynote monitoring 15+ years of proven performance

Mirror Image Internet’s Dynamic Delivery Network

powers hundreds of billions of impressions for mission critical applications

throughout the Advertising and “Advertising Technology” ecosystem

Mirror Image Confidential - Do Not Copy or Forward Without Permission

Media Delivery Edge Computing

Content Logic Content Logic

The DDN: Edge Computing + Media Delivery

• Highly custom initiatives with rapid development and rollout.

• Low latency operations worldwide maximizes effectiveness for your data collection, online and mobile advertising initiatives.

• Low cost. Start small and pay for only what you use.

• Elastic scalability seamlessly handles traffic spikes worldwide, eliminating capacity or performance problems, lowering client risk.

• Guaranteed data privacy. We don’t use or monetize your “data” in any way.

• Proven. Mirror Image has been in business since 1997, and we power hundreds of billions of real-time advertising and ad technology requests worldwide every month.

Mirror Image Benefits

Our solutions are pre-packaged building blocks that are easily customized, extended, and combined to meet your specific business requirements. Solutions include:

• Geo-Distributed Database

• Unified Tagging (Billing Verification, Data / Analytics, Viewability)

• Partner Cookie-syncing (mobile UDID sync, etc)

• Location-Based Data and Targeting

• Dynamic Creative Optimization (VAST, MRAID, Playlists, Creative)

• Content / Video / Ad Targeting

• Content / Video Authorization

• And more…

Edge Computing for Ad:Tech

Geo-Distributed Database

Globally distributed, consistent data. Each data set is actively replicated to our globally distributed network of database servers that are equipped with high performance SSD drives. Geographic load balancing ensures that requests are intelligently routed to the nearest data center. This provides the highest end-to-end performance possible regardless of each visitor’s location, ensures a consistent end-user experience across all data centers, and provides redundancy if any data center becomes unavailable.

Geo-Distributed Database – Use Cases Replace the Cookie. Some cookies contain snippets of user data that are anonymized and coded so that when a user is seen again, you can read the cookie and quickly make a decision on what type of ad or content to personalize for them. With our service you can leave the cookie alone and store volumes of user data on our servers at the edge. The cookie reverts back to an anonymous ID and all the personal data is stored on our Geo-Distributed Database at the edge for fast look-ups. Also, our Geo-Distributed Database alleviates any storage limitations that are present in cookies. Cookie matching. Now you can use more 3rd party data along with your 1st party data in real time by matching your cookie to all your business partners to share user info and enrich profiles. Contextual targeting. Applications that must manage web page contextual information across a large set of web pages are ideal for a Geo-Distributed Database, to enable the end user attributes to be combined with contextual information on the current web page to deliver the most effective targeting in real-time.

Partner Cookie-sync

Mirror Image is uniquely positioned as a data agnostic partner to facilitate syncing

Unified Tagging

•Enables unified data collection across campaigns, clients, and technology providers •Highly customizable to capture the data you want in the format you need

•For building independent user data models, viewability (e.g. 3MS), billing, verification •Data enrichment, for mobile device attributes, location information, spiders and robots •Feeds your data warehouse, analytics, and DMP systems

Ad Tag Proxy and Control

•Eliminate data leakage to your ad tech partners to keep your data secure •Monitor and minimize daisy chaining of tags, lowering the cost of ad buys, and optimizing workflow and performance of ad operations

Mobile Device Optimization

•Provide an optimized mobile experience for any content, including web content and ad creative •Deliver live video and audio streams to any player, any device, over any protocol simultaneously, from a single set of source live streams •Leverage our detailed device database of thousands of devices, each with hundreds of •capabilities, including brand name, model name, phone / tablet, screen size, OS, resolution, …

Location Based Initiatives

•36% of mobile campaigns incorporated location-based data in 2012 •Location based targeting increases campaign effectiveness •Built-in geo-IP databases provide geo location information for tracking and real time targeting initiatives

Dynamic Creative Optimization

•Serve a large number of customized ads from a small number of templates for better targeting and higher conversions •Customize ads based on weather, location, user history, page context, etc. •Enabled by dynamic tags (VAST, MRAID), playlists, dynamic Flash, or tokenized creative

ETL & Analytics (Optional)

•Standard reports plus highly custom reports available •Custom segments (e.g. all ads viewed by visitors who converted across all campaigns or a specific campaign over a specific time range) •Custom relationships (e.g. conversion percentage of different paths followed by visitors who converted) •Etc.

Typical Engagement Model

Scoping Session(s)

Scoping Document / Business Terms

Implementation / Staging

Customer Acceptance Testing

Production / 24x7 NOC and Support / Ongoing Professional Services

1-2 hours (or more)

1-5 days

<1-3 days

<1-5 days

ongoing

(Typical engagement times)

Thank You

Tom Walsh

914-652-7120

tom.walsh@mirror-image.com

Backup Slides

Detect any request attributes in real time based on your unique business requirements

• User IP Address

• User Agent

• Geo-location values derived from IP (including location, connection type, ISP, and more)

• Mobile device type and capabilities

• Cookie values

• HTTP Method

• Language preference

• Browser type and version

• Request URL, including query argument values

• Form field contents

• HTTP Header values

• And more…

Edge Computing – Request Logic

Using request attributes and any other data,

programmatically create, select or customize the response in real time

• Perform any custom response processing logic, including

– Programmatic redirects

– Select and serve any content

– Token replacement / Dynamic creative optimization

– Template modifications

– Full “Groovy Script” capabilities

– Image resizing

– Cookie manipulation logic

– And more…

Edge Computing – Response Processing Logic

Record any data collected from each request in highly customized log files

• WE DO NOT USE, KEEP, READ, OR SELL YOUR DATA!

• W3C Extended Log Format , Apache CLF Format, or customer specific formats supported

• Record any attributes of each request, e.g cookie values, query arguments, …

• Perform filtering or database lookups, e.g. IAB Spiders & Bots List, Geolocation DBs, …

• Files are compressed and made available to you with low latency

Mirror Image

BI / Data Warehouse

Customer’s Environment

Edge Computing – Custom Logging