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10/9/13

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Su bje c t :

Email FAO: Mr Abbott. Dated 02.10.2013.

Fr o m :

Michelle.Roberts@mini.co.uk (Michelle.Roberts@mini.co.uk)

To :

drjaniceduffy@yahoo.com;

Dat e :

Tuesday, 8 October 2013 7:29 AM

Dear Dr Duffy
I am responding to your email addressed to our Managing Director, Mr Abbott, dated 2 October 2013.
Firstly I can advise that as of last Thursday evening, 3 October 2013, the Ripoff Report website was blacklisted
by our UK media agency and no further BMW nor MINI UK advertising will appear on this site.
For your information, BMW and MINI UK advertising on this website was not intentional but is linked to our
use of AMNET and how we serve our digital advertising. AMNET, our digital trading desk, uses a tool which
allows us, in real time, to buy inventory (other sites upon which to display our advertising) across the web.
Neither BMW nor MINI buy individual sites for advertising but both brands target prospects, based on, among
other things, previous web behaviour. BMW and MINI UK serve up advertisements on websites that these
targeted users visit.
In order that our advertisements do not appear on any offensive websites, AMNET uses verification software.
This software has a pre set list of criteria that block our advertisements from being shown on known offensive
websites. We take this extremely seriously. In addition to this, we use real time verification software that scans
the page of the website immediately before the BMW or MINI digital advert is shown. This scan is, in principle,
like a keyword search for offensive or blacklisted content. If the scan of the website contains anything deemed
offensive, the advertisement is not shown.
Despite the above, sometimes the offensive content is not picked up by the verification process and the
advertisement is shown. This is the case with the Ripoff Report website. Much of the offensive content seems
to be buried in the deep links of the website so has not been picked up by the verification process. Solution is to
manually blacklist the identified website as we have now immediately done.
With regards to the other markets with visible advertising on this website, I have contacted my respective BMW
and MINI colleagues in these markets and they will follow-up.
I hope the above is clear. I would appreciate a short response to this email and acknowledgement that you have
received it. Please also do not hesitate to contact me if you have any further questions.
With kind regards
Michelle
MINI UK
Michelle Roberts
General Manager - MINI Brand Communications
UM-V-UK-3
Ellesfield Avenue
Bracknell RG12 8TA
+44 1344 480684

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-This email was sent from an email account of BMW (UK) Limited which is a company registered in England and Wales with company
number 1378137 and has its offices at Ellesfield Avenue, Bracknell, Berkshire, RG12 8TA. The contents of this e-mail are confidential and
may be privileged and subject to internal monitoring. If you are not the addressee indicated in this message, you may not copy, forward,
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message and destroy it thereafter. Opinions, conclusions and other information in this message that do not relate to the official business of
any BMW Group Company shall be understood as neither given nor endorsed by them.

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