1. Transformation of the Measurement Industry: How Much Can be Attributed to M&A? November 7, 2011

3. Snapshot of the Web 10 Years Ago Social networks limited to forums, blogs, and chatrooms 41% of Americans using mobile phones (voice only) Users spent seven hours per week online (email, news, chat) 143 million Americans (54%) using the Internet Source: NTIA Source: Harris Interactive Source: CTIA

5. Tried and True Methodologies Were Manual, Expensive and Hard to Scale Random Digit Dialing Mall Intercepts / Interviews Focus Groups Mailed Surveys Set Meters

6. The Web Quickly Developed Scale and Use Doubling of U.S. Online Penetration Time Spent on Internet + Mobile Approaching TV Source: eMarketer Avg. hrs spent per week ~7hrs ~13hrs Source: ITU, Harris Interactive, comScore

7. Fundamental Shifts in Usage Are Driving Need for New Measurement Methodologies ~8x growth in U.S. eCommerce ($ in billions) Source: U.S. Census Bureau Introduction of the Smartphone Social Networking Creating Information at Scale Source: comScore Source: Pew Research

8. The Rapid Growth in Online Advertising Has Created Various Measurement Complexities How effective are my ads? Brand Transaction How are users behaving? How do I measure safety and effectiveness in blind environments? On Site On Social Platforms

11. Online Measurement Landscape Today / Social Online Ad Safety / Verification Attribution / Analytics Ad Effectiveness / /      /   / Ratings / / / Mobile / / /

12. Highly Attractive Valuations in Online Measurement Survey / Other Web / Data Analytics Mobile Acquirer / Target Date $100.0 $300.0 04/18/11 $340.7 03/30/11 Acquirer / Target Date $75.0 03/03/08 $240.0 04/19/07 $381.8 10/25/07 Acquirer / Target Date Implied Ent. Value ($MM) 12/22/09 NA Acquirer / Target Date $421.5 08/06/08 $43.7 05/28/08 $328.3 02/06/07 Implied Ent. Value ($MM) LTM Rev. Mult. LTM Rev. Mult. LTM Rev. Mult. Implied Ent. Value ($MM) LTM Rev. Mult. 5.03x 6.00x 5.10x NA 4.41x 1.54x NA NA 3.06x 7.50x NA 06/27/07 NA NM 06/26/09 NM $1,675.7 09/15/09 NA 4.60x NA $237.7 02/14/11 2.02x 02/07/11 06/15/10 Social 02/26/07 Implied Ent. Value ($MM) 02/23/10 NA NA 10/06/09 NA NA NA NA 01/10/11 $50.0 7.14x

16. Ad Effectiveness Solutions will Follow the $$ Up the Funnel 65% 35% 71% 29% Performance Brand Traditional Media Digital Media Share shift to digital Demand fulfillment Most innovation and technology M&A at this part of funnel Demand generation Increased interest and innovation as new digital $$ focus earlier in the purchase cycle Source: Credit Agricole, Gridley

17. Social will Challenge the Status Quo in Both Advertising and User Measurement Coca-Cola Example of Coke using Facebook to elicit feedback on bottle design Massive audience Facebook controls a large part of the adtech supply Facebook (~30%) Rest of the Web Brands are going directly to its consumers through Facebook Source: Comscore Q1 estimates for U.S. Web, Facebook Q1’11: 1.1 trillion impressions

18. Source: eMarketer Tremendous Promise with Mobile Given Unique Characteristics Computer Newspapers, Magazines, Books Snail Mail Video Camera Range Finder Game Console Alarm Clock Music Player Credit Cards, Identity Telephone PDA GPS, Maps, Compass Camera Watch Don’t know Performed worse than expected Performed as expected Exceeded expectations Haven’t measured Far below expectations ROI of Existing Mobile Marketing Campaigns Measurement will be critical to achieve scale by marketers Over 50% of campaigns lack any sort of measurement

24. Questions? Linda Gridley Gridley & Company LLC 10 East 53 rd Street, 24 th Floor New York, NY 10022 212.400.9720 tel 212.400.9717 fax Twitter: @gridleyco www.gridleyco.com