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TECHNOLOGY VISION NIELSEN CHIEF TECHNOLOGY OFFICE Tom Edwards Digital Integration Services Lead October 1, 2014

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TOP THREE TECHNOLOGY TRENDS 1. Thinking Machines2. Universal Connectedness3. Digital Eco-systems

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Copyright 2012 The Nielsen Company. Confidential and proprietary. 3 1. THINKING MACHINES Helping everyone make sense of all that information New Information New Algorithms New Hardware Network Scale Human Collaboration Content From sensors, Internet of things, new business interactions and models, images, social text, mobile, contextual + traditional Algorithms Deep learning, automatic pattern recognition, natural language processing meaning context awareness Hardware More and faster cores, larger scale memory, faster interconnects Network Scale Unlimited interconnected nodes, everything as a service (XaaS), on-demand elasticity Human Insight Social and collaborative input to improve decisions and discover more Machine-based simulation and modeling, semantic analysis and machine learning take data and analytics to provide advice on what is seen in the data, reducing cognitive biases. It could industrialize low-level analytics and complement human analysis in a collaboration between man and machine. Smart advisors and virtual personal assistants may fundamentally affect consumer behavior and the marketing efforts in place to influence them IBM Watson represents $2.65 billion of revenue (2.1% of IBM's total) in 2015 and $12.2 billion (12.4% of total) in 2018 (up from 0.5% in 2013). Those numbers don't include revenue for co-development partners or third-party value chain members.

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Copyright 2012 The Nielsen Company. Confidential and proprietary. 4 2. UNIVERSAL CONNECTEDNESS The devices that sense, collect and interact have become ubiquitous Increasing ability to capture discrete data points moments in time instant connectivity live for the moment Digitally Sensing Devices Mobile, embedded, wearable, location- and motion-aware, connected measuring and recording everything Human-Computer Interaction No-touch, augmented reality, facial recognition, natural-language speech recognition, haptics, human augmentation Opportunity New interactions become possible, seamlessly blurring digital and physical worlds Will change the nature of human interaction. Facial recognition is already being used in-store to drive more personalized and contextual advertising New and better sources of information regarding consumer intent and decision- making will become a source of value for those able to leverage it Technology like Bluetooth Low Energy can provide in-store location so your phone can announce its presence, very efficiently opening the door to creative apps and unique data capture opportunities Apple's secret retail weapon is already in your pocket: BLE enabled iBeacon Google Glass is a stepping stone to a future seamless interaction Who will own these new sources of information and what will they do with it?

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Copyright 2012 The Nielsen Company. Confidential and proprietary. 5 3. DIGITAL ECO-SYSTEMS More products go digital or have digital value-add services Tracking consumption across fragmented digital media space becomes more complex and costly in a race to stay on top of the technology Savvy consumers realize the value of their personal information and trade it in exchange for increased value Disintermediation will force some retailers to become content and product manufacturers and others to attempt to own your screen Digital Media Diversification New technology will create an ever-greater number of devices and ways digital products, media and services can be consumed, increasing consumer choice and convenience. Retail Digitization We have seen the rise of e-commerce, digital giants growing their eco-systems through seller marketplaces. The gap is closing between online and offline. Owning the screen gives unique access to the consumer. Privacy Traded for Value Consumers will be torn between new technologies that instantly identify them in order to add context and value, and their wish to protect their privacy and remain anonymous but connected. RISE OF CLOUD PLATFORMS Cloud-based end-to-end integrated set of systems and standards for the collection and substitution of digital products, services and data flows

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NIELSEN TECHNOLOGY VISION

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Copyright 2012 The Nielsen Company. Confidential and proprietary. 7 MARKETING ANALYSIS AS A SERVICE Six pillars that underpin the Nielsen Technology Vision Everything as a service. World class APIs that enable new and innovative solutions. Open Nielsen to client and partner developers to embed our services in a marketing analytics ecosystem. Putting Nielsen insights into the context of the user. Richly characterized data that combines to connect the dots on greater consumer understanding. Delivery at the right time in the right form to the right person for immediate action. Event-driven processing that pushes new insights as they happen. InteroperableRight-time Smart analytics that minimize the reliance on human interaction. Automating the analyst workflow to identify opportunities and help clients optimize their performance. Zero-touch Intuitive user experiences that embed natural language querying and universal visual data discovery. Cognitive virtual subject matter experts that proactively assist decision-making. Intelligent Connected devices and embedded software to measure all aspects of consumer behavior. Integrate all sources of objective data across the consumer demand chain. Aware Programmable

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Copyright 2012 The Nielsen Company. Confidential and proprietary. 8 CLIENT TOUCH POINTS & CAPABILITIES Nielsen Web ApplicationsService GatewayData Interchange Nielsen Answers (Client Portal) Nielsen Marketplace (Integration Portal) Zero-footprintRich AppsThird Party Plug-insEnterprise ModulesData Exchange Visual Data Discovery On-demand Analytical Processing Scheduled Reporting & Alerting Data Enrichment Reference Data Mapping Granularity Resolution Real-time Query Optimization Bulk Data Extract Ingest, Validate & Transform AnalysisInteroperabilityProcessing Capabilities Channels Touch Points TransactionsVideoAudioOnlinePanelSurveySocial Media In Store Sources

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Copyright 2012 The Nielsen Company. Confidential and proprietary. 9 DIGITAL TRANSFORMATION Key enablers and priorities 1.Content Integration Information/Insights Alignment of Shipment Consumption Marketing units Integration ready Info/Insights - Nielsen outputs to include client internal IDs 2.Tooling Delivery methods integrated with user workflow API, Data Services Nielsen adapters for commonly used tools Tablueu, Spotfire, Qlikview 3.People Support the needs of various user constituents Analyst, Sales, SC Ops, IT Investigative tools/techniques training and enablement data discovery Foundations for moving from analog to digital

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