WORLD COMMON ALERTING PROTOCOL (CAP) IMPLEMENTATION WORKSHOP Geneva, Switzerland BRINGING THE INTERNET TO LIFE WITH CAP, THROUGH THE ONLINE ADVERTISING.

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 OfficerVALUECLICK, INC.April 23, 2013

2Not to be distributed without prior consent. Confidential. Copyright © 2012-2013, ValueClick, Inc. All rights reserved.

CAP TO ONLINE TORNADO WARNINGS IN ~20 MILLISECONDS

VALUECLICK PROCESSES

CAP FEED

VALUECLICK PROCESSES

CAP FEED

DELIVER WARNINGS

DELIVER WARNINGS

NWS CAP Tornado Warning

ValueClick renders Warning

Override commercial ad with Tornado Warning for browsers in path of

tornado

3Not to be distributed without prior consent. Confidential. Copyright © 2012-2013, ValueClick, Inc. All rights reserved.

•2,332 Tornado Warnings

•874,000 people reached in path of a tornado

•2.7 million impressions

• 5% click-through

2012 CAP TORNADO WARNING SUMMARY*

*Since going live in May 2012 in the United States

4Not to be distributed without prior consent. Confidential. Copyright © 2012-2013, ValueClick, Inc. All rights reserved.

•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

MESSAGING SYSTEMS HAVE MASSIVE RESPONSE CAPABILITIES

5Not to be distributed without prior consent. Confidential. Copyright © 2012-2013, ValueClick, Inc. All rights reserved.

CAP Data Is Supported in Multiple Language Formats

6Not to be distributed without prior consent. Confidential. Copyright © 2012-2013, ValueClick, Inc. All rights reserved.

• 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 25th).

• 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.

FEATURES OF ONLINE CAP WARNINGS

7Not to be distributed without prior consent. Confidential. Copyright © 2012-2013, ValueClick, Inc. All rights reserved.

Third Party Ad Networks are Vital to Governments

• Example of third party cookies in action:○ ValueClick 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