4th Screen Taps Vertica for Real-Time Ad Campaign Analytics

SAN FRANCISCO, March 16, 2010 - Customers of 4th Screen Advertising, a global mobile advertising network
, can now see and improve how well their mobile ad campaigns perform by
divining massive amounts of campaign data in near real time, thanks to the
help of the ultra-fast Vertica Analytic Database. Vertica announced its
latest customer success story at the Enterprise Data World conference this
week in San Francisco.

4th Screen helps mobile operators and mobile publishers monetize traffic
to their portals through mobile advertising. Mpression, 4th Screen's
proprietary mobile ad server provides a single point of contact for media
agencies and brands wishing to buy advertising across a range of mobile
Internet sites.

The company had previously relied on a Microsoft SQL Server 2005-based
data warehouse for its data needs. But due to the skyrocketing volume of data
the company was amassing daily, combined with growing demands from clients
for more sophisticated, granular and timely campaign analysis capabilities,
the data warehouse's performance quickly hit the wall. 4th Screen currently
aggregates more than a half billion ad requests each month, and the volume
continues to rise.

"Mobile advertisers can no longer afford to wait days for reports or rely
on stale data to make critical business decisions about their ad campaigns.
Vertica is enabling us to expose huge volumes of data directly to clients
with which they can gain insight about their ad buying efficacy within
seconds. Clients love having this kind of business intelligence power in
their own hands," said Jason Cooper, product director for 4th Screen
Advertising.

Using Vertica, 4th Screen has developed a set of online analytic tools
for brands and mobile publishers such as Virgin Mobile, Shazam, The Guardian
and Meteor to deliver more effective and ROI-driven mobile advertising
campaigns. A new Global Ad Planner tool provides a customer-facing portal
that allows brands and agencies to dig deeply into campaign data so they can
better plan ad campaigns that fit their target audience. The tool lets them
quickly drill down into data aggregated across mobile networks using a
variety of consumer usage parameters such as country, region, time of day,
handset type, Wi-Fi traffic versus mobile operator traffic and more.

Another tool provides ad publishers a Web-based dashboard for determining
revenue projections of ad campaigns, as well as how consumers are interacting
with each ad. And a new campaign optimization tool lets users see how current
campaigns are performing in near-real-time so they can instantly fine-tune
their campaigns in response to unexpected changes or events.

For example, 4th Screen customer Shazam, the world's leading mobile music
discovery provider, is using the analytics portal for targeting ads to top
European customers. Combining music tagging data with mobile targeting
parameters such as handset type and time of day, advertisers can target
consumers based on their music tastes, for example by artist name or by
individual track names.

After evaluating a number of alternative database approaches, the company
selected Vertica when it realized no traditional row-based RDBMS could scale
and support its long-term growth with sufficient query performance, Cooper
added.

Vertica is a true MPP, column-oriented database built to handle massive
analytic workloads such as those experienced by 4th Screen. With its
aggressive data compression and columnar storage, the Vertica Analytic
Database enables 4th Screen clients to analyze much larger volumes of
campaign data and run queries orders of magnitude faster than conventional
relational databases. The Vertica-powered data warehouse currently houses 5
TB of data across a three-node cluster and it provides a 10X performance
improvement over the previous SQL Server system.

"4th Screen carries more premium mobile display advertising in Europe
than any other competing system. With Vertica, the company's clients can now
improve the ROI of their ad spend by pinpointing their exact customers, right
down to the time of day, gender, age, behavior, operator and handset. This
important win extends Vertica's growing market share in the fast-paced mobile
marketing industry," said Jerry Held, executive chairman of Vertica.

About 4th Screen Advertising

4th Screen Advertising launched in February 2006 and is the UK's leading
mobile advertising agency. Our in-house creative and technological teams
provide advice, and solutions, to help publishers and brands optimise
opportunities in mobile advertising. 4th Screen Advertising is a sister
company to Mobile Interactive Group, the UK's leading multimedia mobile
interactive services provider.

About Vertica

Vertica Systems is a true columnar analytic database management system
that combines columnar storage with execution running on industry-standard
hardware. Co-founded by database pioneer Dr. Michael Stonebraker, Vertica has
developed column-oriented analytic database technology with an MPP
architecture that lets companies of any size store and query very large
databases orders of magnitude faster and more affordably than other
solutions. The Vertica Analytic Database is available as software only, as a
hardware-based appliance, as a virtual appliance on VMware or online as a
cloud computing solution. The technology's unmatched speed, scalability,
flexibility and ease of use helps Vertica's 120+ customers including JP
Morgan Chase, Verizon, Mozilla, Comcast, Level(3) Communications and Vonage
capitalize on business opportunities in real time. Vertica is headquartered
in Billerica, Mass. For more information, visit the company's Web site at
www.vertica.com.

Ed Marshall of Beaupre & Co. Public Relations, +1-603-559-5816, emarshall at beaupre.com