1

September  2011Data  Story  2:  Supply  Ma/ers

Supply Source 5 Supply Source 8

SS1 SS1

SS2

SS3

SS4SS6

SS7SS8

SS2

SS3 SS4

SS5SS6

SS7

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

All impressions

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

Supply Sources

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

Most Unique

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

Most Unique

Least Unique

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

Least Unique

Most Unique

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

Least Unique

Most Unique

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

SS1 SS2 SS3 SS4 SS5 SS6 SS7 SS8

SS1 100% 27% 16% 33% 12% 29% 9% 29%

SS2 5% 100% 14% 27% 11% 23% 6% 18%

SS3 6% 30% 100% 27% 17% 28% 6% 21%

SS4 5% 21% 10% 100% 9% 18% 7% 19%

SS5 6% 30% 22% 31% 100% 26% 8% 30%

SS6 6% 24% 14% 24% 10% 100% 6% 21%

SS7 7% 27% 12% 35% 12% 22% 100% 18%

SS8 1% 5% 3% 7% 3% 5% 1% 100%

Unique  % 36% 49% 41% 53% 32% 48% 43% 86%

User  Overlap  by  Supply  SourceU

sers

see

n he

re…

…could also be found here

Least Unique

Most Unique

Conceptual  View  of  User  Overlap

SS1 SS1

Supply Source 5 Supply Source 8

SS2

SS3

SS4SS6

SS7SS8

SS2

SS3 SS4

SS5SS6

SS7

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

©  2011  MediaMath,  Inc.  All  rights  reservedAll  data  obtained  via  MediaMath  MathClarity  3.0™

Conclusion:  In  a  world  of  fragmented  and  overlapping  supply,  it’s  criBcal  to  correctly  value  each  incremental  impression