Presentation by Yahoo Finance Team:

1

The Yahoo! Advantage

• Presentation by Yahoo! Finance Team
• Jeannie Abraham Account Manager
• Jeff Olgin Account Manager
• Nikki Yoshikawa Account Executive
• June 25, 2004

2
Merrill Lynch OBJECTIVES
TOTAL Merrill is the power of all that is
possible from a relationship with Merrill Lynch.

• Deliver results that show an increase in brand
  consideration and purchase intent.
• Creative ways to showcase and celebrate the
  Merrill Lynch Financial Advisors who are
  experts and concerned with their clients TOTAL
  Financial health.
• Opportunities where Merrill Lynch is incorporated
  into actual content (ala product placement).
• Cross Platform Opportunities.
• Big ideas to drive the Total Merrill concept.

3
Yahoo! Finance Advantage 1 More
interaction Time Spent showing that our users
interact and are more involved on Yahoo! Finance
than our competitors.
Longest time spent on a non-banking site!
MarketWatch only has 6 minutes compared to our 17
minutes.
Nielsen/Net Ratings
4
Yahoo! Finance Advantage 2 Reach Advanced
Targeting
Target ALL of our uniques in your target. Our
registered user database targeting is robust
since weve been asking users to fully register
with us for years. That combined with Tacoda
behavioral targeting, you can reach all of our
users in your target with no waste!
33 of CBSMW traffic is from Yahoo! Finance!
Yahoo! Finance beats CBS MarketWatch in all these
profile points.
Data from _at_Plan Summer 2004 Report
5
Yahoo! Finance Advantage 3 - Breaking News,
In-Depth Research Analysis
CBS MarketWatch touts their proprietary news,
however, Yahoo! Finance is the place to turn for
news. We aggregate our news and content from
the best sources around (including MarketWatch)!
More tools to serve our users and more
sponsorship opportunities of these tools for
Merrill Lynch.
6
Yahoo! Finance Advantage 4 Cross Media
Catch people at work and at home and in
different mindsets throughout their day! Online
Yahoo! Finance Yahoo! Email Yahoo!
Maps Yahoo! Movies Yahoo! Messenger
Yahoo! Radio Yahoo! Weather Print
Yahoo! Internet Life Direct Mail SBC
Yahoo! Buckslip inserts in DSL Kits Product
Placements Online and offline in our Yahoo!
marketing campaign.
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Front Page Finance Quiz Sponsorship
Yahoo! Finance Advantage 5 - Interactive Site
Placements

• This quiz allows ML to ask questions regarding
  ones total financial health incorporating the
  Total Merill brand promotion. Such as
• Do you know how your financial health rates when
  you consider all aspects of your financial life
  (mortgage, retirement, auto loans, stocks mutual
  funds, estate planning)?

Upon answering the question, the user is taken to
a results page that is completely owned by Merill
Lynch.
8
Yahoo! Finance Advantage 6 Content
Integration!
Similar to product placement on television, we
offer Merrill Lynch our Advertorial that includes
information on why ones total financial health
is important. Also includes URLs within the
stories taking users to the Merrill Lynch site if
they would like to do research using Merrill
Lynchs Tools.
Use Merill Lynchs 401k calculator
9
Yahoo! Finance Advantage 7 Less Ad Clutter!
One dominant ad on our Front Page providing less
ad clutter. Also, its IAB standard so you do
not need to create a special ad to get front page
exposure!
10
Mutual Funds Center (728x90 300x250)
Yahoo! Finance Advantage 8 Efficiency
Finance Top Stories (160x600)
Low CPMs Higher SOV More Frequency Better
ROI
11
Yahoo! Finance Advantage 9 Contests!
Contest showcasing ML Financial Advisors, who are
experts and concerned with their clients TOTAL
Financial Health.

• Various advisors will be featured in print, TV
  and radio ads discussing tips on why its
  important to pay attention to your TOTAL
  Financial Health and not just look at your
  investments.
• Execution
• Ten of Merril Lynchs top advisors will be
  featured in 10 different ads that will run on TV,
  Print, Radio and Online and at the end of each
  ad, each advisor is known for one particular
  piece of advice/tip or slogan.
• The ads will also let folks know that there is a
  TOTAL Financial Health contest they can enter
  in three months to win a year of free services
  from Merrill Lynch getting their TOTAL financial
  health in a top shape.
• To enter contest Remember which advisor is
  known for which tip and when you match the 10
  advisors with the tip they are known for, you are
  entered in a drawing where on X date, the winner
  will be chosen at random. Enter contest on
  www.ml.com.

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Yahoo! Finance Advantage 10 Client Services
Department

• We have an entire department whos sole focus is
  dedicated to
• after the sale.
• Making sure creative is in for your campaigns
  well ahead of the start date, confirming 3rd
  party tags are in place or any other special
  requests.
• Handle delivery to be sure your campaigns will
  deliver and if not offer you suggestions as to
  what can be done to get them to deliver.
• Handle all optimizations faster and more
  efficiently than the average web site since our
  client services department doesnt focus on new
  business.
• Advantage Save you time and money!

13
Placements and Pricing Flight 1
9/15-12/15/04 200,000 net Flight 2
1/1-3/31/05 150,000 net

• Includes
• 300x250 targeted to users with HHI of 100k and
  500k investable assets
• 728x90 targeted to users with HHI of 100k and
  500k investable assets
• 300x250 front page exposure
• Advertorial custom created for Merrill Lynch
• Integrated text links in stories that cover the
  topics of Merrill Lynchs Products and Services
• Sponsorship of our custom pop-up quiz and landing
  page
• 160x600 targeted to users with HHI of 100k and
  500k investable assets
• Dynamic Logic Study
• Total cost 350,000 net Total Impressions
  70,000,000 Net CPM 5.00

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Cross Media Proposal 9/15-12/15/04 3,000,000
net Placements and Pricing 1/1-3/31/05
2,000,000 net

• Includes
• Contest execution fulfillment
• Product Placement in all Yahoo! Finance marketing
  ads including TV, Print, Online and Radio.
• Buckslips in SBC/Yahoo DSL kits.
• Yahoo! Internet Life magazine full page ads
• 300x250 targeted to users with HHI of 100k and
  500k investable assets
• 728x90 targeted to users with HHI of 100k and
  500k investable assets
• 300x250 front page roadblocks
• Advertorial custom created for Merrill Lynch
• Integrated text links in stories that cover the
  topics of Merrill Lynchs Products and Services
• Sponsorship of our custom pop-up quiz and landing
  page
• 160x600 targeted to users with HHI of 100k and
  500k investable assets
• Dynamic Logic Study
• Total cost 5,000,000 net Total
  Impressions 1,538,461,538 Net CPM
  3.25

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Why Yahoo! Finance over CBS MarketWatch?

• More efficiency better ROI. Can offer higher
  frequency and SOV at lower CPMs due to our huge
  reach and page views.
• Longer history of registration allowing for
  larger database of targeting.
• More time spent on our site so consumers are more
  involved with what they are doing.
• Breaking news as it happens since we aggregate
  content from the top news sites with more in
  depth research and analysis. No bias.
• Less advertiser clutter allowing for your message
  to be more clearly defined allowing the user to
  interact more with your brand.
• Reach your target audience with no waste due to
  our high level of targeting.
• CBS MarketWatchs page views are inflated due to
  auto refreshing of their front page.
• Yahoo! Finance provides CBS MarketWatch 33 of
  their traffic.
• Ability to reach new users since Yahoo! Is one of
  the first place people come when they are new to
  the web. Start your relationship early with them
  before your competitors.