WORLD COMMON ALERTING PROTOCOL CAP IMPLEMENTATION WORKSHOP Geneva

WORLD COMMON ALERTING PROTOCOL (CAP) IMPLEMENTATION WORKSHOP Geneva, Switzerland BRINGING THE INTERNET TO LIFE WITH CAP, THROUGH THE ONLINE ADVERTISING ENGINE By Jason J. Bier, Esq. Chief Privacy Officer VALUECLICK, INC. April 23, 2013

CAP TO ONLINE TORNADO WARNINGS IN ~20 MILLISECONDS VALUECLICK PROCESSES CAP FEED NWS CAP Tornado Warning DELIVER WARNINGS Value. Click renders Warning Override commercial ad with Tornado Warning for browsers in path of tornado Not to be distributed without prior consent. Confidential. Copyright © 2012 -2013, Value. Click, Inc. All rights reserved. 2

2012 CAP TORNADO WARNING SUMMARY* • 2, 332 Tornado Warnings • 874, 000 people reached in path of a tornado • 2. 7 million impressions • 5% click-through *Since going live in May 2012 in the United States Not to be distributed without prior consent. Confidential. Copyright © 2012 -2013, Value. Click, Inc. All rights reserved. 3

MESSAGING SYSTEMS HAVE MASSIVE RESPONSE CAPABILITIES • 295 AMBER Alerts • 22. 2 million people reached in AMBER Alert area • 130. 7 million impressions • 300 messages per second • Designed for instant mass disaster notification Not to be distributed without prior consent. Confidential. Copyright © 2012 -2013, Value. Click, Inc. All rights reserved. 4

CAP Data Is Supported in Multiple Language Formats Not to be distributed without prior consent. Confidential. Copyright © 2012 -2013, Value. Click, Inc. All rights reserved. 5

FEATURES OF ONLINE CAP WARNINGS • Geo-Targeted to people in area of alert. • Automatic Updates as CAP alert information changes. • Not an Opt-In. Anyone online is messaged (On February 25, 2013, Mozilla announced it will block these messages by default starting June 25 th). • Audio Optional. Warnings could include audible siren or play audio for visually impaired upon network approval. • Scalable. Simultaneously message many locations & devices. Online banner space provides a commercialized system that governments can reach in real time with message continuity. • Browsers will come and go (i. e. , Netscape, Browser Wars), but online advertising is what makes the Internet free and will persist. Not to be distributed without prior consent. Confidential. Copyright © 2012 -2013, Value. Click, Inc. All rights reserved. 6

Third Party Ad Networks are Vital to Governments • Example of third party cookies in action: ○ Value. Click Emergency Messaging relies on third party cookies. ○ This is an example of what third party cookies do – they monetize content like no other innovation in the world. ○ They save lives. Watch the educational video at www. valueclick. com/emergency_messaging Not to be distributed without prior consent. Confidential. Copyright © 2012 -2013, Value. Click, Inc. All rights reserved. 7