Definitions of advertising formats and pricing models Banner Advertiser pays an online company for space on one or more of the online company’s pages advertising to display a static or linked banner or logo. Sponsorship Advertiser pays for custom content and/or experiences, which may or may not include ad elements such as display advertising, brand logos, advertorial, or pre-roll video. Sponsorships fall into several categories:  Spotlights are custom-built pages incorporating an advertiser’s brand and housing a collection of content usually around a theme  Advergaming can range from an advertiser buying all the ad units around a game or a “sponsored by” link to creating a custom branded game experience  Content & Section Sponsorship is when an advertiser exclusively sponsors a particular section of the site or email (usually existing content) re-skinned with the advertiser’s branding  Sweepstakes & Contests can range from branded sweepstakes on the site to a full-fledged branded contest with submissions and judging Email Banner ads, links or advertiser sponsorships that appear in email newsletters, email marketing campaigns and other commercial email communications. This includes both ads within an email or the entire email. Search Fees advertisers pay online companies to list and/or link their company site domain name to a specific search word or phrase (includes paid search revenues). Search categories include:  Paid listings – payments made for clicks on text links that appear at the top or side of search results for specific keywords. The more a marketer pays, the higher the position it gets. Marketers only pay when a user clicks on the text link.  Contextual search – payments made for clicks on text links that appear in an article based on the context of the content, instead of a user-submitted keyword. Payment only occurs when the link is clicked.  Paid inclusion – payments made to guarantee that a marketer's URL is indexed by a search engine (i.e. advertiser isn’t paid only for clicks, as in paid listings).  Site optimization – payments made to optimize a site in order to improve the site’s ranking in search engine results pages (SERPs). (For example, site owner pays a company to tweak the site architecture and code, so that search engine algorithms will better index each page of the site). Lead Fees paid by advertisers to online companies that refer qualified potential customers (e.g., generation auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioral) where the consumer opts in to being contacted by a marketer (email, postal, telephone, fax). These processes are priced on a performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or registrations. Classifieds Fees paid to advertisers by online companies to list specific products or services (e.g., online and auctions job boards and employment listings, real estate listings, automotive listings, auction-based listings, yellow pages). 22