IRI DIGITAL LIFT WHAT IS LIFT The industrys

IRI DIGITAL LIFT WHAT IS LIFT The industry’s only on-demand always-on measurement solution, getting you results during the first weeks of a campaign and access to a wide range of optimization algorithms for real-time audience redirecting. ENABLING BRAND TO MAKE BETTER, FASTER, SMARTER DECISIONS WHY WERE DIFFERENT WHY LIFT IS DIFFERENT With IRI’s unmatched scale of longitudinal, passively collected data built from 350 MM loyalty cards - the industry's largest dataset, clients can read their campaign 4 weeks after it launches. This paired with the ability to receive in-flight measurement reads allows for campaign optimization that can increase your campaign’s ROAS by 30 -70%. All of these deliverables come through IRI’s industry-leading technology platform, IRI Unify. WHY IRI IS DIFFERENT Our Loyalty Card Data Asset IRI links campaign exposure data to our all-outlet loyalty card dataset containing over 350 MMM cards and over 100 MM HHs. Our ANCOVA methodology matches exposed households to non-exposed, control households and reports the differences in purchase behavior between them. We use our National Consumer Panel and causal data in model adjustment for increased accuracy. • Retailer data extends back 27 months • Refreshed every 7 days • Quality Data as 87% of All Transactions captured on card Granularity IRI’s results range across individual marketing tactics such as channel, creative, publisher, placement, targeting segment, etc. to inform in-flight optimization. Accuracy Utilizing proprietary uplift modeling with adjustments made for 20+ variables for up to 70% higher precision Speed Built upon a dynamic and interactive technology platform. Pending feasibility, read your campaign 4 weeks after it launches, with regular reports at client preferred cadence. Did the campaign drive sales? Determine the overall campaign uplift and ROI at the product and brand level. What drove the most uplift? Understand which uplift metric waterfalls including purchase occasions, dollars / occasions, and household penetration, per each campaign lever. In-flight Digital Campaign & Optimization: • ROAS return on advertising spend (assuming the advertiser shares spending) • Change in Total Dollars per Household Sales for exposed and non-exposed households • Change in Penetration (# of buying HHs) for exposed and non-exposed households • Change in Dollars per Occasions for exposed and non-exposed households • Change in Occasions/Trips for exposed and non-exposed households • KPIs by various sub-campaign elements (sample permitting): • Creative, network, day part, head of household age, ad length Format of Deliverables Delivered via Unify, Power. Point, or Excel. List Price*: Digital Lift Deep Dive – Customized, $45, 000 base fee. Incremental Fees for Add-Ons – Additional Read (inflight during campaign) $10, 000, Consumer diagnostics $10, 000, Additional Product Group $10, 000. HOW IT WORKS Methodology IRI links campaign exposure data to our all-outlet loyalty card dataset. In addition, we use our National Consumer Panel and causal data for increased accuracy. We match those households to non-exposed, control households and look at the purchase behavior for both groups. Our Technology IRI Liquid Data, served via the IRI Unify Platform enables seamless collaboration between stakeholders online 24/7 and makes for fast turn delivery. In addition we use advanced consumer/personalization algorithms to drive connectivity. Our Partners IRI’s ecosystem of media partners allows us to fit seamlessly with agencies and execution partners. Agnostic relationships with onboarders like Live. Ramp enable connectivity to most DSPs, DMPs and Publishers for targeting and measurement. Our partnership with Experian allows us to match the purchase behavior within our 350 Million Loyalty Card dataset without housing any PII. Who was exposed? We are able to identify who was exposed to display, video, mobile, social Who are the control households? We use actual shopping behavior rather than demographics to match households against brand spend, category spend, price sensitivity and total store behavior. What was the impact? ANCOVA measurement calculates the incremental uplift among exposed households, giving you the opportunity to see drivers of sales at the most granular level and to create in-flight marketing decisions. A Holistic Partnership IRI will provide presence and dedicated specialists working with you shoulder to shoulder. This enables richer understanding of your business and objectives and more personalized deliveries. We will look to embed an individual within the your team to leverage learning and moving the pilot into production. OUR COMMITMENT IRI is committed to helping INSERT COMPANY Brand personalize and optimize consumers’ experiences based on sales-driven insights, leveraging the full breadth of IRI’s teams and capabilities. Learn more about IRI Measurement at IRIworldwide. com or email us at Media@IRIWorld. Wide. com 1

IRI DIGITAL LIFT Granular Campaign Measurement and Optimization Can be Achieved Across Several Key Variables With what? Who? Where? How often? Target Channel Frequency Demos, purchase behavior, etc. TV, digital, mobile, print, radio, etc. # exposures per HH per week Ad Type Creative Ad Size Video, static, dynamic, etc. Call to action, promotion, etc. Duration, length and width, etc. Also available: Network, Publisher, Program, Site, etc. IRI Lift™ Measurement Insights Empower Marketers to Make Strategic, Optimal Media Decisions Understand Topline Understand By Break BY CHANNEL HH PENETRATION TV PURCHASE OCCASIONS Google Control Exposed Display OLV +2% Yahoo AOL BY CREATIVE $3. 80 $3. 50 +2% +4% SPEND / OCCASION $3. 22 +3% Coupon (80%) Taste Optimized +3% -2% +2% Coupon Taste Value 1, 500% (80%) 1, 500% Value (80%) 1, 500% BY WEBSITE/NETWORK 3. 5 3. 1 2. 7 CREATIVE IMPRESSIONS +5% 20% 18% 17% Forecast & Scenario Plan PUBLISHER IMPRESSIONS Google (80%) 1, 500% Yahoo (80%) 1, 500% AOL (80%) 1, 500% Methodology 1: Collect exposure data 2: Match HH databases Exposed IRI FSP HHs 3: Create test/control groups 4: Calculate diagnostics Test HHs Control HHs Separate models are executed for each key consumer metric to derive lift to dollar sales per household Dollar Sales / Household = Household Penetration * Occasions / Buying Household * Dollar Sales / Occasion Lift = Exposed – Control; % Lift = Lift / Control Learn more about IRI Measurement at IRIworldwide. com or email us at Media@IRIWorld. Wide. com 2 5: Run Generalized Linear Mix Models 6: Project lift to total US/ROAS