Presentation by Anders Stenbäck, Sanoma News.

1. Behavioural targeting Sanoma BT- behind the scenes Web Analytics Wednesday Helsinki Anders Stenbäck Head of Online Business Development Sanoma News 30.03.11 Presentation name / Author en REACH

2. Building a customized BT solution – why? 30.03.11 Presentation name / Author Source: http://www.improvedigital.nl We have better data! Our online reach in Finland 82%, 4,15 million Unique Browsers in Sanoma RON + Nelonen network Week 11 (TNS Market Metrix)

3. Ad Targeting Architecture Sanoma – Present (January 2011) Targeting Fusion & Privacy Server Visitor Data mining server Semantic Mining Server Adserver Behavior collection Semantic collection Targeted Ad Enreach Data Mining Server

4. Ad server Targeting and Inventory Forecasting 1a Surfing and getting a profile 1b. Semantic Analysis and Web analytics Data Processing 3a. Data fusion 3b. Segmenting 7a 7. Impression 8. Click 5. Segment(s) 6. Booking 7c Ad for Segment 8a Click info 8b Click & Segment info 9a Audience Event data Forecasting and inventory Management Targeting Execution 2. Data export 7b Segment(s) Segment statistics 4. Targeting Data 9b Audience Event data

6. Technical implementation Audience data Segments Analysis 1. Specify audience 2. Inventory for selected segments allocated 3. Visitor comes, an ad selected according to profile Ad server Asks if the visitor ’ belongs ’ to a campaign ’ s audience Adaptlogic answers with selected id Feedback Optimization

8. 30.03.11 Presentation name / Author http://www.verkkomediamyynti.fi/?id=opt-out Users can opt-out of behavioral advertising (and editorial targeting) if they want to

9. Nokia N8 launch

12. Nokia N8 launch results Very high click-thru rates overall On the average, 208% performance level over untargeted ads Results in HS.fi, the online site of the leading newspaper in Finland

13. Nokia N8 – insight on who’s buying

18. Contact Sanoma News: Anders Stenbäck, [email_address] Leiki: Petrus Pennanen, [email_address] Enreach: Kimmo Kiviluoto, [email_address] Adaptlogic: Fredrik Sparrman, [email_address] 30.03.11 Presentation name / Author