1. If you are a new user, register for the platform at truaudience.tru-signal.com.

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1 QUICK START GUIDE REGISTER 1. If you are a new user, register for the platform at truaudience.tru-signal.com. 2. Click sign up and complete the registration form. 3. Once you complete the form, you will receive an confirmation. Click the link in the confirmation to gain access to your TruAudience Platform account. DASHBOARD Dashboard is the landing page where you can upload sample files and view information about your uploads. 1. To upload a file, click + or select Upload from the left-hand tool bar.

2 UPLOAD: LOCAL FILE 1. To upload a CSV or TXT file stored on your local hard drive, click SELECT under the LOCAL option. Name your sample file and click CREATE NOTE: If your sample is based on personally identifiable information (PII), your file must contain first name, last name, address, city, state and ZIP code, each as a separate column. If your sample is based on mobile IDs, s or unique platform IDs, from platforms such as MediaMath or DoubleClick by Google, your file must be a single-column document containing the appropriate IDs.

2. You will be directed to the Local File Upload page. Click Browse to select your file from your local hard drive. 3. After selecting a file, you will be directed to the Column Mapping page. 1.

3 2. You will be directed to the Local File Upload page. Click Browse to select your file from your local hard drive. 3. After selecting a file, you will be directed to the Column Mapping page. 1. black thor 3453 arrow st stalingrad ri mighty man 2323 mjolnir ct waverly ar hawk widow 4567 pym rd long island ia ant eye 7788 stark dr asgard vt iron man 1234 spy ave lancaster ny 07111

4 4. Map each column from your file using the dropdown menus. Five lines from the file will display for reference, however, the fields from each column will display in a random order. Once you have completed mapping, click NOTE: If your file uses unique IDs or hashing and the correct column heading is not listed, contact for help. CONFIRM arrow st stalingrad ri mjolnir ct waverly ar pym rd long island ia stark dr asgard vt spy ave lancaster ny After clicking confirm, you will be redirected to the Dashboard module where you will see your new uploaded sample file generating insights. Once insights are finished generating, the size of file will update to reflect the number of records contained in your sample file and Insights will update from GENERATING NOTE: Insights generally generate in minutes, though it may take up to one hour. to VIEW

5 6. In Dashboard, you can archive sample files for a cleaner view. To archive a file, select the checkbox next to the sample file you want to archive, then click To view your archive, click ARCHIVED SAMPLE

6 UPLOAD: PIXEL 1. In order to generate insights about your anonymous website visitors, you can place a TruSignal pixel on your website or on a specific conversion page. In the Dashboard module, click + or select Upload from the left-hand tool bar.

7 2. Click SELECT under the PIXEL option. Then name your sample file and click CREATE 3. Select the type of pixel you want to configure. The TruAudience Platform supports website pixels, conversion pixels placed on a specific conversion page and impression pixels. Once you select the appropriate pixel type, click GENERATE

4. Your TruSignal pixel code will appear after clicking generate. Copy your pixel code to place it on the website or web page where you d like to capture a sample file.

If you have existing code between the tags, you may place the TruSignal pixel code underneath that but above </body>. 5. Once you place the pixel on your website, it will start to collect data.

8 4. Your TruSignal pixel code will appear after clicking generate. Copy your pixel code to place it on the website or web page where you d like to capture a sample file. NOTE: Paste the TruSignal pixel code between the <body> and </body> tags on your web page. If you have existing code between the tags, you may place the TruSignal pixel code underneath that but above </body>. 5. Once you place the pixel on your website, it will start to collect data. This will be reflected in Dashboard, where you will see your pixel generating insights. Once your pixel collects suffcient data, the size of the file will update to reflect the number of records collected and Insights will update from GENERATING to VIEW NOTE: The TruAudience Platform requires 100 unique records, or roughly 1,000 pixel fires, for the pixel to collect suffcient data and generate insights.

9 UPLOAD: LOG FILE 1. To upload a log file sourced from DoubleClick by Google, MediaMath or AppNexus, click SELECT under the LOG option. Name your sample file and click NOTE: If you have questions on how to upload a log file from DoubleClick by Google, view our FAQ. If you use MediaMath or AppNexus, contact your account representative to request a log file. Once your log file has been provided, follow these steps to generate insights. CREATE

10 2. You will be directed to the Local File Upload page. Click Browse to select your file from your local hard drive. Your file must be a single-column file with the log file IDs. 3. After selecting a file, you will be directed to the Column Mapping page. 1. abc123ef 2. ghi456jkl 3. mno789pqr 4. stu1001vwx 5. yza123bc

11 4. Map the column from your file using the dropdown menu. Once you have completed mapping, click CONFIRM NOTE: If your file uses unique IDs or hashing and the correct column heading is not listed, contact for help. 5. You will be directed to the Dashboard module where you will see your new uploaded log file generating insights. The Dashboard screen also contains additional information about your sample file. Once insights are generated, the size of file will update to reflect the number of records contained in your sample file and Insights will update from GENERATING to VIEW NOTE: Insights generally generate in minutes, though it may take up to one hour.

INSIGHTS The TruAudience Platform cross-references your sample file against TruSignal s core offine data, covering 220 million U.S. adults, to generate more than 360 insights.

12 INSIGHTS The TruAudience Platform cross-references your sample file against TruSignal s core offine data, covering 220 million U.S. adults, to generate more than 360 insights. The platform s Insights module allows you to view these consumer insights to help you learn more about the people in your sample file. Use the insights to make better, more informed marketing decisions and get a glimpse of the depth and breadth of the offine data TruSignal utilizes when creating custom predictive audiences. 1. To access Insights for your sample file, click VIEW in Dashboard, or click Insights from the left-hand tool bar. 2. You will automatically be directed to the Insights Demographics tab. Insights has interactive data charts covering more than 360 data attributes across seven key categories: demographics, financial, automotive, employment, political, purchase and interests. To view a different category, click on the desired category. Sample File

3. Insights displays details about your sample file in blue, which is compared to the baseline in gray. The baseline defaults to a sample of the U.S.

Lighter blue indicates data points that under index the most compared to the baseline.

In the example below, age 55-59 is dark blue because it over indexes 146.74% compared to the baseline. 4.

13 3. Insights displays details about your sample file in blue, which is compared to the baseline in gray. The baseline defaults to a sample of the U.S. adult Internet population. When reading the charts, the darker blue indicates data points that over index the most compared to the baseline. Lighter blue indicates data points that under index the most compared to the baseline. Hover over each data point in the chart to see how the sample file compares to the baseline. In the example below, age is dark blue because it over indexes % compared to the baseline. 4. You can choose another sample file upload as your baseline to compare insights from two customer groups. Select your sample file by clicking the left-hand dropdown menu and choose your baseline by clicking the right-hand dropdown menu. Sample File US Internet Population In-Store Purchases Online Purchases High Average Order Homepage Visitors High LTV Lapsed Customers Contact Us Completions

For select bar charts with multiple data points, there is a sort feature available in

14 5. In each table you will see a? in the right corner. Hover over it to get a description of the data that s displayed. Sample File 6. For select bar charts with multiple data points, there is a sort feature available in the upper right corner of the table. You may sort by ascending or descending value, according to the over index percentage value.

SHARE You can share insights from a specific sample file with clients or colleagues who will then be able to access all of the interactive charts across the seven data categories. 1.

15 SHARE You can share insights from a specific sample file with clients or colleagues who will then be able to access all of the interactive charts across the seven data categories. 1. In the Insights module, select the desired sample file and baseline and click SHARE Sample File 2. After clicking share, a URL will generate. Anyone with the URL will be able to access the insights from your file, even if they do not have a TruAudience Platform account. MODEL The TruAudience Platform allows you to build custom predictive models, based on your sample files, to identify people who look like your existing customers and people who don t (i.e., who to target and who not to target). The TruAudience Platform builds predictive models in a matter of hours, and allows marketers to select peoplebased audiences and activate them across desktop, native, video, social, mobile, TV and radio. 1. In the Model module, select the sample file from which you would like to build a predictive model. Sample File

If you plan to target geographies that are different from your sample file, click the green check marks to

16 2. The TruAudience Platform is defaulted to build predictive models that cover 220 million U.S. adults across all 50 states. If you plan to target the entire U.S., click CREATE Sample File 3. If you plan to target geographies that are different from your sample file, click the green check marks to select the specific states, DMAs, or ZIP codes you would like to either include or exclude. Once you have selected your geographic criteria, click CREATE

17 4. Your custom predictive model will generate within 24 to 48 hours. When your model is ready, will update to in the Dashboard module. You can click GENERATING VIEW VIEW to see more details about your custom predictive model, including the top contributing predictive factors. Or, if you're ready to start building custom audiences with your predictive model, based on your unique targeting objectives, click Audiences in the left-hand tool bar. AUDIENCE SELECTION In the Audiences module, you can customize key marketing campaign parameters, such as the model you plan to use and the targeting objective you want to accomplish, as well as view the estimated reach for various distribution platforms. 1. In Audiences, select the model you plan to use to create your targeting audience. Sample File

Audience Expansion: Target the top scores to expand the targetable people in your audience, based on your original uploaded sample file.

18 2. Select your targeting objective from the dropdown menu. A description of each objective is provided below. Lookalike Audiences: Target the highest scores to reach people who are a great fit for your brand those who look like your existing customers. Audience Expansion: Target the top scores to expand the targetable people in your audience, based on your original uploaded sample file. Audience Optimizer: Use the lowest scores as a filter in your existing campaigns to avoid targeting people who do not look like your customers, those who will not be a good fit for your brand, and use the highest scores to focus your existing campaigns on people who are at least two times more likely to convert. Custom: Choose a custom range of scores to target if the preceding objectives don t meet your budget and scale criteria. Sample File Select Targeting Audience Expansion Audience Optimizer Lookalike Custom 3. Once you select the model and targeting objective, use the Target Platform dropdown to choose the platform where you intend to distribute your audience. This updates the Target Platform table that will provide an estimate of the cookie and mobile reach of your audience, based on the score range and platform you select. LAL_2pct_Sample File

4. Use the score range slider to determine your audience size. For a Lookalike Audience, use the slider to increase the audience size from 1% to 10% of the U.S. adult population, based on your budget.

19 4. Use the score range slider to determine your audience size. For a Lookalike Audience, use the slider to increase the audience size from 1% to 10% of the U.S. adult population, based on your budget. NOTE: The audience size, cookie reach and mobile reach presented in the Target Platform table may vary once distributed. Sample File LAL_2pct_Sample File 5. Above the slider, the lift of the score range is noted in green. This number estimates the effectiveness of your audience. In the example above, the lift of 4.07 means the audience is 4.07 times as likely to convert for your brand, compared to the average U.S. Internet population.

20 6. When you ve finished building your audience, click CREATE You now have an audience that is ready for distribution across any of the TruAudience Platform s 400 integration points. DISTRIBUTION In the Distribution module, you can sync your TruAudience Platform account with other platforms to easily activate your audiences across our more than 400 integration points. Because your audience started with a foundation of offine data, based on verified offine consumer profiles, you can target the same audience across desktop, native, video, social, mobile, TV and radio. From the Distribution module you can also view and activate your audiences. 1. To sync the TruAudience Platform with your active platform accounts, select under Active Platforms estherburgeson@trusignal.com ID or DataSource ID: Account ID: 1234a56 Pixel ID: aaa Advertiser ID: Facebook Account ID: MathTag ID:

for easy future audience distribution. 3.

21 2. Select the platforms where you would like to distribute your audience, or select any platform where you have an active account for easy future audience distribution. 3. Once you select a platform, enter the required information to add it to your Active Platforms list.

4. To activate an audience on a platform, select the platform from the Active Platforms list. The selected platform will appear to the right. In the example below, Adobe is selected.

22 4. To activate an audience on a platform, select the platform from the Active Platforms list. The selected platform will appear to the right. In the example below, Adobe is selected. Then click + under Active Audiences estherburgeson@trusignal.com ID or DataSource ID: Account ID: 1234a56 Pixel ID: aaa Advertiser ID: Facebook Account ID: MathTag ID: Select the audience you want to distribute. You can also select and activate multiple audiences per platform for faster distribution. Then click START DISTRIBUTION LAL_2pct_Sample File Lookalike Jul 15, ,128,197 START DISTRIBUTION

6. You will see your active audience by name, type, creation date and size under the Active Audiences section. 1234567 estherburgeson@trusignal.

23 6. You will see your active audience by name, type, creation date and size under the Active Audiences section ID or DataSource ID: Account ID: 1234a56 Pixel ID: aaa LAL_2pct_Sample File Lookalike Jul ,128,197 Advertiser ID: Facebook Account ID: MathTag ID: You may stop distribution at any time by selecting the audience and clicking STOP DISTRIBUTION 8. You can confirm that your audience has been sent to your DMP, DSP or media partner in the Dashboard homepage. Once your audience is sent, Distribution will update from LEARN MORE to DISTRIBUTED NOTE: If you experience a longer than expected delay in the Dashboard status update, you may need to clear your cookies to update the screen.

DASHBOARD QUICK START GUIDE

TRUAUDIENCE PLATFORM DASHBOARD QUICK START GUIDE This guide provides an overview of and step-by-step instructions for the TruAudience Platform s Dashboard, where you can access, manage and organize your