Mobile Advertising tailored to and delivered through wireless mobile devices such as smartphones, advertising feature phones (e.g. lower-end mobile phones capable of accessing mobile content), and media tablets. Typically taking the form of static or rich media display ads, text messaging ads, search ads, or audio/video spots, such advertising generally appears within mobile websites (e.g. websites optimized for viewing on mobile devices), mobile apps (e.g. applications for Smartphones running proprietary or open operating systems), text messaging services (i.e. SMS, MMS) or within mobile search results (i.e., 411 listings, directories, mobile-optimized search engines). Mobile advertising formats include: Search, Display-related (banner ads, video, audio, sponsorships, and rich media), and Other advertising served to mobile devices. Social media Advertising delivered on social platforms, including social networking and social gaming advertising websites and apps, across all device types, including desktop, laptop, smartphone and tablet. Impression- Cost-per-thousand (CPM) pricing model based Performance- Cost-per-click, sale, lead, acquisition, or application (e.g., credit card application) or straight based revenue share (e.g., % commission paid upon sale) Hybrid Any mix of impression-based pricing plus performance-based compensation within one ad campaign Survey scope and methodology Survey scope The Interactive Advertising Bureau (IAB) retained PwC to establish a benchmark for measuring the growth of internet/online/mobile advertising revenues. The "IAB internet advertising revenue report" is part of an ongoing IAB mission to provide an accurate barometer of internet advertising growth. To achieve differentiation from existing estimates and accomplish industry-wide acceptance, key aspects of the survey include:  Obtaining historical data directly from companies generating internet/online/mobile advertising revenues;  Making the survey as inclusive as possible, encompassing all forms of internet/online/mobile advertising, including websites, consumer online services, ad networks and exchanges, mobile devices, and email providers; and  Ensuring and maintaining a confidential process, releasing only aggregate data. Methodology PwC performs the following:  Compiles a database of industry participants selling internet/online and mobile advertising revenues;  Conducts a quantitative mailing survey with leading industry players, including Web publishers, ad networks and exchanges, commercial online service providers, mobile providers, email providers, and other online media companies;  Acquires supplemental data through the use of publicly disclosed information;  Requests and compiles several specific data items, including monthly gross commissionable advertising revenue by industry category and transaction;  Identifies non-participating companies and applies a conservative revenue estimate based on available public sources; and,  Analyzes the findings, identifies and reports key trends. 24