The Home Depot | January 22, 2014. 2 © AdTheorent 2014. Confidential. The Home Depot : Kitchens 2014.

The Home Depot | January 22, 2014

2© AdTheorent 2014. Confidential.

The Home Depot : Kitchens 2014

Campaign Flight 2.15.14 – 12.5.14

Campaign Objective AdTheorent Solution Technology

Bring awareness and inspiration to customers,

letting them know that THD is "the" destination for

upgrading their kitchen.

Drive customers in-store and online to purchase products

from relevant categories.

Real Time Learning Machine™ will ensure the consumers reached are more likely to engage

with The Home Depot media

Utilize AdTheorent’s Apptivation™ technology to drive users seamlessly into their social applications such as Twitter or Facebook

Deploy Targeted Rich Media & Mobile Display units to adults 25-54

3© AdTheorent 2014. Confidential.

Proposal Overview

4© AdTheorent 2014. Confidential.

AdTheorent created the first and only real time predictive modeling engine, known as the Real Time Learning Machine™ (RTLM), to enable Predictive Targeting for mobile advertisers

Predictive Targeting is able to identify users with a strong affinity towards the Home Improvement category

Predictive Targeting will ensure The Home Depot’s creative messaging will only be shown to users identified as having a high probability of engaging with the ad unit

Average performance uplift with AdTheorent’s Predictive Targeting:• Increase in Engagement Rate: +214%• Lift in Brand Awareness: +98%• Increase in Conversion Rate: +63%• Decrease in Cost Per Action: -79%

5© AdTheorent 2014. Confidential.

Home Depot | Rich Media Tap To Video Functionality

1. AUTO PLAY Teaser Video 2. Full Length Video 3. Interactive Rich Media

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Home Depot | Apptivation™ Facebook

Without Apptivation:User is taken to mobile web

where they must login

With Apptivation:User is taken straight into

Facebook App to the Home Depot Page

AdTheorent’s Apptivation™ technology drives users directly into the social app from the click of a button. This creates a seamless user experience eliminating the log-in page that users would endure when working with other networks.

Home Depot | Interactive Gallery Rich Media

Users will be able to select the style of cabinets they would like to see, such as traditional,

modern children's or transitional

A slider gallery will be included to demonstrate what the brands look like in a kitchen

environment

Users will be able to select a variety of brands that the Home Depot offers for cabinets

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Users can interact with the Home Depot social pages. With Apptivation the user is taken

straight into the app without logging in through mobile web.

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Users will be able to select a Free In-Home consultation to discuss the cabinets they want

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7© AdTheorent 2013. Confidential.