In asking specifics about the AdMeld deal: Non exclusive; Out at any time; Small % of inventory commitment; Focused on agency trading desk engagement for RTB buying (all holding co's are aware); No PR associated with deal.

When asked why AdMeld in addition to AdX (but primary private channel):

- Analytics - All data points relevant to run their business and gain insights, including geo data, third party data by segment/provider/CPM, date range trends, and direct mapping to CBS internal ad system (Madison). - Transparency - All buyer and advertiser level information for purposes of attribution modeling of full advertiser spend on CBS properties. - Controls - Easy to use advertiser level controls per unit and section. - Ability to book direct campaigns they wish to compete on CPM basis. - Data partnerships - Allowing AdMeld to provide data segments to buyers.

Some other thoughts from Zack: "Ad Meld has figured out what premium publishers want to see in this environment and they are executing a strategy to engage premium pubs and the holding company/DSPs. AdX had components of it but not the full suite and seems entirely too tied to DFP for CBSi whose primary inventory source is on Madison (mentioned our API solution as confusing and seemed like a lot of work for unclear returns)."

Nemo Semret later observed: "Basically a full merger of XFP and AdX is what would satisfy them." Scott Spencer responded that he was looking for a client willing to work with Google on this — possibly CNET/CBS Interactive with Madison.