YuMe Partners With Mindshare for Launch of Internet GRP Audience Measurement Metric...

YuMe Partners With Mindshare for Launch of Internet GRP Audience Measurement
Metric for Video Ad Campaigns

Metric Provides Much Needed Means to Compare Online Video Campaigns to
Television Ad Buys

REDWOOD CITY, Calif., April 6 /PRNewswire/ -- YuMe, the leading video
advertising platform and video ad network, announced today that they have
partnered with media and marketing services agency Mindshare for the launch of
an iGRP (Internet Gross Rating Point) metric for video advertising campaigns.
YuMe's iGRP metric provides advertisers with a means to compare their online
video media buy with their television advertising buy, gaining insight into
the relative impact and success of one medium versus another.

"Working with YuMe to develop an online audience measurement metric that more
closely matches the same metric we use in buying television is critical to
compare, contrast and analyze online video," said Bethany Mach, SVP Director
of Digital Media Investment and Partnerships for Mindshare. "We need a
standard approach we can all apply to measure audience and reach across any
screen."

As online video consumption increases and more TV ad dollars shift online it
is important to provide advertisers with a way to not only compare online
video ad campaigns to television ad campaigns, but to also provide a means to
combine the two efforts for reach and frequency calculations. YuMe will
calculate iGRPs for each of its network channels on a monthly basis and make
it comparable to a television GRP by using total population and/or household
numbers. For more details on YuMe's methodology and to download a copy of
YuMe's white paper on how to calculate an iGRP, visit:
http://www.yume.com/advertisers.

"We've taken an important step in beginning to understand online ratings
measurements by introducing an online video GRP metric that we hope the
industry will standardize around," said Jayant Kadambi, co-founder and
President of YuMe. "We are committed to continuing to innovate, drive
efficiencies and add value to our strategic partners in this area."

Online video advertising offers interactivity and engagement that far exceeds
television. Ideally, an Internet GRP calculation would factor in targeting
and interactivity. YuMe will work with Mindshare to conduct experiments on
variables that include targeting, video ad format, ad duration and video
content type. These future studies will enhance the iGRP calculation and help
advertisers understand at a deeper level the reach and frequency of their
campaigns.

Said Cary Tilds, head of digital media operations for Mindshare's Team Detroit
division, "The significance of developing an enhanced iGRP calculation via the
interactivity knowledge that YuMe collects and leverages is game changing."

YuMe's platform powers the serving and management of video advertising for
more than 500 premium sites representing over a half billion streams every
month. YuMe enables advertisers to buy online video at a national scale while
taking advantage of YuMe's industry-leading targeting and optimization
capabilities.

About MindShare
MindShare is a global media and marketing services company with billings in
excess of $21.4 billion (source: RECMA). The network consists of 97 offices in
67 countries throughout the U.S., Latin America, Europe, the Middle East, and
Asia Pacific. MindShare is a member of WPP, one of the world's leading
communications services groups, and is part of its GroupM Media Company. For
more information, please visit: www.mindshareworld.com.

About YuMe
YuMe is the first dedicated video advertising network and ad management
platform built exclusively for the new world of Web video. With 500+ websites
and more than 500 million video streams per month, the YuMe network provides
both audience scale and quality reach for advertisers. The YuMe ad management
platform gives advertisers and publishers the unprecedented ability to
identify, classify, and track content to ensure brand safety, contextual
relevance, controlled syndication, and consistent delivery across all digital
media platforms--Web, downloads, mobile, and IPTV. Key YuMe innovations
include the first cross-platform ad solution and the ability to serve multiple
ad formats and placements through a single, unified system. YuMe is a
privately held company headquartered in Redwood City, CA and backed by Khosla
Ventures, Accel Partners, BV Capital and DAG Ventures.

For more information, visit YuMe's website at www.yume.com and the take2video
blog at www.yume.com/blog.

SOURCE YuMe

Molly Glover Gallatin of YuMe, +1-650-591-9400, ext. 230, molly@yume.com; or
John Wolfe of Mindshare, +1-212-297-7160, john.wolfe@mindshareworld.com