Document:

EX-4.2

 Exhibit 4.2 

TUBEMOGUL, INC. 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 

December 10, 2012 

 TUBEMOGUL, INC. 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 

This Amended and Restated Investor Rights Agreement (this “Agreement”) is made and entered into as of
December 10, 2012 (the “Effective Date”) by and among TubeMogul, Inc., a California corporation (the “Company”), the holders of Common Stock that constitute at least one percent
(1%) of the Company’s outstanding Common Stock on a fully diluted basis as set forth on Exhibit A hereto (the “Common Holders”), and the holders of Series A Preferred Stock (the
“Series A Stock”), Series A-1 Preferred Stock (the “Series A-1 Stock”), Series B Preferred Stock (the “Series B Stock”) and Series C Preferred Stock (the
“Series C Stock”) as set forth on Exhibit B hereto (the “Holders” or the “Investors”). 

RECITALS 
 A. The Company,
certain of the Common Holders and certain of the Investors (the “Prior Investors”) are parties to an Amended and Restated Investor Rights Agreement dated as of September 23, 2010 (the “Prior
Agreement”), which sets forth certain registration rights, rights of first offer and information rights granted by the Company. 

B. The Company and certain of the Investors (the “Series C Investors”) have entered into a Series C Preferred Stock
Purchase Agreement of even date herewith (the “Series C Agreement”). 
 C. In order to induce the Series C Investors
to enter into the Series C Agreement and invest funds in the Company pursuant thereto, the Company, the Common Holders and the Prior Investors desire to enter into this Agreement with the Investors. 

Therefore, the Prior Agreement is hereby amended and restated as set forth below, and the parties hereto further agree as follows: 

1. Definitions. 
 1.1
“Affiliate” means, with respect to any specified individual or entity, any other individual or entity who or that, directly or indirectly, controls, is controlled by, or is under common control with such specified individual
or entity, including without limitation any partner, officer, director, manager or employee of such entity and any venture capital fund now or hereafter existing that is controlled by or under common control with one or more general partners or
managing members of, or shares the same management company with, such individual or entity. 
 1.2 “Common Stock”
means the Common Stock, no par value, of the Company. 
 1.3 “Equity Securities” means (i) Common Stock,
rights, options or warrants to purchase Common Stock, (ii) any security other than Common Stock having voting rights in the election of the Board of Directors, other than rights contingent upon a failure to pay dividends, or (iii) any
security convertible into or exchangeable for any of the foregoing. 

 1.4 “Exchange Act” means the Securities Exchange Act of 1934, as amended.

 1.5 “Form S-3” means such form under the Securities Act as is in
effect on the date hereof or any successor registration form under the Securities Act subsequently adopted by the SEC (as defined below) which permits inclusion or incorporation of substantial information by reference to other documents filed by the
Company with the SEC (as defined below). 
 1.6 “Holder” means any Investor that holds Registrable Securities or
securities convertible into Registrable Securities or any assignee of record of such Registrable Securities to whom rights under Section 2 have been duly assigned in accordance with Section 2.11 hereof. 

1.7 “Person” means an individual or a company, partnership, limited liability company, trust, or any other entity or
organization, including a government or political subdivision or an agency or instrumentality thereof. 
 1.8 “Preferred
Stock” means the Series A Stock, the Series A-1 Stock, the Series B Stock and the Series C Stock. 
 1.9 “Qualified
Public Offering” means the closing of a firm commitment underwritten public offering pursuant to an effective registration statement on Form S-1 or Form SB-2 (or a successor form) under the
Securities Act covering the offer and sale of Common Stock, with aggregate gross proceeds to the Company (prior to underwriters’ commissions and expenses) of not less than $50,000,000 and with a pre-offering valuation of at least $300,000,000.

 1.10 “Register,” “registered” and “registration” refer to a
registration effected by the preparation and filing of a registration statement in compliance with the Securities Act, and the declaration or ordering of effectiveness of such registration statement. 

1.11 “Registrable Securities” means: (i) any and all shares of common stock of the Company (the
“Common Stock”) issued or issuable upon conversion of the shares of Preferred Stock, and (ii) any shares of Common Stock issued as (or issuable upon the conversion or exercise of any warrant, right or other security
which is issued as) a dividend or other distribution with respect to, in exchange for, or in replacement of, such shares of Common Stock described in clause (i); provided, however, that particular shares of any of the foregoing shall
cease to be Registrable Securities once they have been sold to in any public offering or transferred by the Holder in a transaction in which its rights under this Agreement are not assigned in accordance with the provisions of this Agreement. 

1.12 “Registrable Securities then outstanding” means the number of shares of Common Stock which are Registrable
Securities and (i) are then issued and outstanding or (ii) are then issuable pursuant to the exercise or conversion of options, warrants or convertible securities. 

1.13 “SEC” means the United States Securities and Exchange Commission. 

1.14 “Securities Act” means the Securities Act of 1933, as amended. 

  
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 2. Registration Rights. 

2.1 Demand Registration. 

(a) Request by Holders. If the Company shall receive at any time after the earlier of (i) five (5) years from the date of
this Agreement or (ii) six (6) months after the effective date of the first registration statement for a public offering of securities of the Company (other than a registration statement relating to the sale of securities to employees of
the Company pursuant to a stock option, stock purchase or similar plan or an SEC Rule 145 transaction) a written request from the Holders of at least 20% of the Registrable Securities then outstanding (“Initiating
Holders”) that the Company file a registration statement under the Securities Act covering such amount of Registrable Securities as would have an anticipated aggregate public offering price of not less than $10,000,000, then the Company
shall, within ten (10) business days of the receipt of such written request, give written notice of such request (“Demand Notice”) to all Holders and, as soon as practicable, file a registration statement under the
Securities Act covering all Registrable Securities that the Initiating Holders requested to be registered and any additional Registrable Securities requested to be included in such registration by any other Holders, as specified by notice given by
each such Holder to the Company within twenty (20) days of the date the Demand Notice is given, and in each case, subject to the limitations of this Section 2. 

(b) Underwriting. If the Initiating Holders intend to distribute the Registrable Securities covered by their request by means of an
underwriting, then they shall so advise the Company as a part of their request made pursuant to Section 2.1(a) and the Company shall include such information in the Demand Notice. In such event, the right of any Holder to include such
Holder’s Registrable Securities in such registration shall be conditioned upon such Holder’s participation in such underwriting and the inclusion of such Holder’s Registrable Securities in the underwriting (unless otherwise mutually
agreed by a majority in interest of the Initiating Holders and such Holder) to the extent provided herein. The underwriters will be selected by the Company and shall be reasonably acceptable to a majority in interest of the Initiating Holders. All
Holders proposing to distribute their Registrable Securities through such underwriting shall enter into an underwriting agreement in customary form with the managing underwriter or underwriters selected for such underwriting. Notwithstanding any
other provision of this Section 2.1, if the managing underwriters advise the Company in writing that marketing factors require a limitation of the number of securities to be underwritten, then the Company shall so advise all Holders of
Registrable Securities that would otherwise be registered and underwritten pursuant hereto, and the number of Registrable Securities that may be included in the underwriting shall be reduced as required by the underwriters and allocated among the
Holders on a pro rata basis according to the number of Registrable Securities held by each Holder requesting registration (including the Initiating Holders); provided, however, that the number of shares of Registrable Securities to be
included in such underwriting and registration shall not be reduced unless all other securities of the Company are first entirely excluded from the underwriting and registration. Any Registrable Securities excluded and withdrawn from such
underwriting shall be withdrawn from the registration. 
 (c) Exceptions to Registration Obligations. The Company shall not be
obligated to effect, or to take any action to effect, any registration pursuant to this Section 2.1: (i) 

  
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during the period starting with the date sixty (60) days prior to the Company’s good faith estimate of the date of filing of, and ending on the date that is one hundred eighty
(180) days after the effective date of, a Company-initiated registration, provided that the Company is actively employing in good faith commercially reasonable efforts to cause such registration statement to become effective;
(ii) after the Company has effected two (2) such registrations; or (iii) if the Initiating Holders propose to dispose of shares of Registrable Securities that may be immediately registered on Form S-3 pursuant to a request made
pursuant to Section 2.3. A registration shall not be counted as “effected” for purposes of this Section 2.1 until such time as the applicable registration statement has been declared effective by the SEC, unless the Initiating
Holders withdraw their request for such registration and forfeit their right to one demand registration pursuant to Section 2.6. 
 (d)
Deferral of Registration. Notwithstanding the foregoing, if the Company shall furnish to Holders requesting registration pursuant to this Section 2.1 a certificate signed by the President or Chief Executive Officer of the Company stating
that, in the good faith judgment of the Board of Directors of the Company (the “Board of Directors”), it would be materially detrimental to the Company and its shareholders for such registration statement to be filed and it
is therefore essential to defer the filing of such registration statement, then the Company shall have the right to defer such filing for a period of not more than 120 days following receipt of the request of the Initiating Holders; provided,
however, that the Company may not utilize this right more than twice in any 12-month period. 
 (e) Other Company Shares. If the
managing underwriters have not limited the Registrable Securities to be underwritten, the Company may include securities for its own account or for the account of others in such registration if the managing underwriters so agree and if the number of
Registrable Securities which would otherwise have been included in such registration and underwriting will not thereby be limited. 
 2.2
Company Registration. 
 (a) Notice to Holders. If (but without any obligation to do so) the Company proposes to register
(including for this purpose a registration effected by the Company for shareholders other than the Holders) any of its stock in connection with the public offering of such stock (other than a registration relating solely to the issuance of
securities by the Company pursuant to a stock option, stock purchase or similar benefit plan or an SEC Rule 145 transaction, or a registration in which the only stock being registered is stock issuable upon conversion of debt securities that are
also being registered), the Company shall promptly give each Holder written notice of such registration. Upon the request of each Holder given within twenty (20) days after such notice is given by the Company, the Company shall, subject to the
provisions of Section 2.2(c), use all reasonable efforts to cause to be registered all of the Registrable Securities that each such Holder has requested to be included in such registration. 

(b) Right to Terminate Registration. The Company shall have the right to terminate or withdraw any registration initiated by it under
this Section 2.2 before the effective date of such registration, whether or not any Holder has elected to include Registrable Securities in such registration. The expenses of such withdrawn registration shall be borne by the Company in
accordance with Section 2.6. 

  
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 (c) Underwriting. If a registration of which the Company gives notice under this
Section 2.2 is for an underwritten offering, then the Company shall so advise the Holders. In such event, the right of any Holder to include such Holder’s Registrable Securities in such registration shall be conditioned upon such
Holder’s participation in such underwriting and the inclusion of such Holder’s Registrable Securities in the underwriting to the extent provided herein. All Holders proposing to distribute their Registrable Securities through such
underwriting shall enter into an underwriting agreement in customary form with the managing underwriters selected for such underwriting. Notwithstanding any other provision of this Agreement, if the managing underwriters advise the Company in
writing that marketing factors require a limitation of the number of securities to be underwritten, then the managing underwriters may exclude shares (including Registrable Securities) from the registration and the underwriting, and the number of
shares that may be included in the registration and the underwriting shall be allocated, first, to the Company, and second, to each of the Holders requesting inclusion of their Registrable Securities in such registration statement on a pro rata
basis based on the total number of Registrable Securities then held by each such Holder; provided, however, that no such reduction shall reduce the amount of securities of the selling Holders included in the registration below 30% of the
total amount of securities included in such registration, unless such offering is the initial public offering, in which event all Registrable Securities may be excluded. In no event will shares of any other selling shareholder be included in such
registration which would reduce the number of shares that may be included by selling Holders without the written consent of not less than a majority in interest of the selling Holders. If any Holder disapproves of the terms of any such underwriting,
such Holder may elect to withdraw therefrom by written notice to the Company and the managing underwriters. Any Registrable Securities excluded or withdrawn from such underwriting shall be excluded and withdrawn from the registration. For any Holder
that is a partnership, limited liability company or corporation, the partners or members, retired partners or members or shareholders of such Holder, the estates and immediate family members of any of the foregoing Persons and any trusts for the
benefit of any of the foregoing Persons shall be deemed to be a single Holder, and any pro rata reduction with respect to such Holder shall be based upon the aggregate amount of shares carrying registration rights owned by all entities and
individuals included in such Holder. 
 2.3 Form S-3 Registration. In case the Company
shall receive from any Holder or Holders of Registrable Securities a written request or requests that the Company effect a registration on Form S-3 or a successor form and any related qualification or
compliance with respect to all or a part of the Registrable Securities owned by such Holder or Holders, then the Company shall: 
 (a)
promptly give written notice of the proposed registration and the Holder’s or Holders’ request therefor, and any related qualification or compliance, to all other Holders of Registrable Securities; and 

(b) as soon as practicable, use commercially reasonable efforts to effect such registration as would permit or facilitate the sale and
distribution of all or such portion of such Holder’s or Holders’ Registrable Securities as are specified in such request, together with all or such portion of the Registrable Securities of any other Holders joining in such request as are
specified in a request given to the Company within fifteen (15) days after the S-3 Notice is 

  
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given; provided, however, that the Company shall not be obligated to effect any such registration pursuant to this Section 2.3: 

(i) if Form S-3 is not then available for such offering by the Holders; 

(ii) if the Holders, together with the holders of any other securities of the Company entitled to and requesting inclusion in such
registration, propose to sell Registrable Securities and such other securities (if any) at an aggregate price to the public of less than $1,000,000; 

(iii) if the Company furnishes to the Holders a certificate signed by the President or Chief Executive Officer of the Company stating that,
in the good-faith judgment of the Board of Directors, it would be materially detrimental to the Company and its shareholders for such registration to be effected at such time, in which event the Company shall have the right to defer the filing of
the Form S-3 registration statement for a period of not more than 120 days after receipt of the request of the Initiating Holders under this Section 2.3; provided, however, that the Company shall
not invoke this right more than once in any twelve (12) month period; 
 (iv) if the Company has, within the twelve (12) month
period preceding the date of such request, already effected one registration on Form S-3 for the Holders pursuant to this Section 2.3; or 

(v) during the period ending one hundred eighty (180) days after the effective date of a registration effected under Section 2.2
hereof. 
 (c) Registrations effected pursuant to this Section 2.3 shall not be counted as demands for registration effected pursuant
to Section 2.1. 
 (d) If the registration is for an underwritten offering, the provisions of Section 2.1(b) hereof shall apply to
such registration. 
 2.4 Obligations of the Company. Whenever required under this Section 2 to effect the registration of any
Registrable Securities, the Company shall, as expeditiously as reasonably possible: 
 (a) prepare and file with the SEC a registration
statement with respect to such Registrable Securities and use commercially reasonable efforts to cause such registration statement to become effective, and, upon the request of the Holders of a majority of the Registrable Securities registered
thereunder, keep such registration statement effective for up to one hundred twenty (120) days or until the Holders have completed the distribution described in the registration statement relating thereto, whichever first occurs; provided,
however, that such 120-day period shall be extended for a period of time equal to the period the Holders refrain from selling any securities included in such registration at the request of an underwriter of securities of the Company; 

(b) prepare and file with the SEC such amendments and supplements to such registration statement and the prospectus used in connection with
such registration statement as 

  
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may be necessary to comply with the provisions of the Securities Act with respect to the disposition of all securities covered by such registration statement; 

(c) furnish to the selling Holders such number of copies of a prospectus, including a preliminary prospectus, in conformity with the
requirements of the Securities Act, and such other documents as they may reasonably request in order to facilitate the disposition of the Registrable Securities owned by them that are included in such registration; 

(d) use commercially reasonable efforts to register and qualify the securities covered by such registration statement under such other
securities or blue sky laws of such states or other jurisdictions as shall be reasonably requested by the selling Holders, provided that the Company shall not be required in connection therewith or as a condition thereto to qualify to do
business or to file a general consent to service of process in any such states or jurisdictions; 
 (e) in the event of any underwritten
public offering, enter into and perform its obligations under an underwriting agreement, in usual and customary form, with the managing underwriters of such offering (it being understood and agreed that, as a condition to the Company’s
obligations under this clause (e), each Holder participating in such underwriting shall also enter into and perform its obligations under such an agreement); 

(f) notify each Holder of Registrable Securities covered by such registration statement at any time when a prospectus relating thereto is
required to be delivered under the Securities Act of the happening of any event as a result of which the prospectus included in such registration statement, as then in effect, includes an untrue statement of a material fact or omits to state a
material fact required to be stated therein or necessary to make the statements therein not misleading in the light of the circumstances then existing; 

(g) in the event of an underwritten public offering, use its best efforts to furnish, at the request of the managing underwriters, on the date
that such Registrable Securities are delivered to the underwriters for sale, (i) an opinion, dated as of such date, of the counsel representing the Company for the purposes of such registration, in form and substance customarily given to
underwriters in an underwritten public offering, addressed to the underwriters, and (ii) a “comfort” letter dated as of such date, from the independent public accountants of the Company, in form and substance customarily given by
independent public accountants to underwriters in an underwritten public offering, addressed to the underwriters; 
 (h) use commercially
reasonable efforts to cause all such Registrable Securities registered pursuant hereunder to be listed on a national securities exchange or trading system and each securities exchange and trading system (if any) on which similar securities issued by
the Company are then listed; 
 (i) provide a transfer agent and registrar for all Registrable Securities registered pursuant to such
registration statement and a CUSIP number for all such Registrable Securities, in each case not later than the effective date of such registration; and 

(j) promptly make available for inspection by the selling Holders, any managing underwriter participating in any disposition pursuant to such
registration statement, and any attorney or accountant or other agent retained by any such underwriter or selected by the 

  
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selling Holders, all financial and other records, pertinent corporate documents and properties of the Company and cause the Company’s officers, directors, employees and independent
accountants to supply all information reasonably requested by any such seller, underwriter, attorney, accountant or agent in connection with any such registration statement. 

2.5 Furnish Information. It shall be a condition precedent to the obligations of the Company to take any action pursuant to
Sections 2.1, 2.2 or 2.3 hereof that the selling Holders shall furnish to the Company such information regarding themselves, the Registrable Securities held by them and the intended method of disposition of such securities as shall be required
to timely effect the registration of their Registrable Securities. 
 2.6 Expenses. All expenses (other than underwriting discounts
and commissions and stock transfer taxes and fees) incurred in connection with a registration pursuant to Sections 2.1, 2.2 and 2.3, including, without limitation, registration, filing and qualification fees, printers’ and accounting fees,
fees and disbursements of counsel for the Company and up to $25,000 of the reasonable fees and disbursements of one counsel for the selling Holders , selected by the Holders and subject to the Company’s approval (which approval shall not be
unreasonably withheld), shall be borne by the Company. Notwithstanding the foregoing, the Company shall not be required to pay for any expenses of any registration proceeding begun pursuant to Sections 2.1 or 2.3 if the registration request is
subsequently withdrawn at the request of the Holders of a majority of the Registrable Securities to be registered (in which case all participating Holders shall bear such expenses on a pro rata basis based on the number of Registrable Securities
that were to requested be included in the withdrawn registration), unless the Holders of a majority of the Registrable Securities then outstanding agree to forfeit their right to one demand registration pursuant to Section 2.1; provided,
however, that if, at the time of such withdrawal, the Holders have learned of a material adverse change in the condition, business, or prospects of the Company from that known to the Holders at the time of their request and have withdrawn the
request with reasonable promptness following disclosure by the Company of such material adverse change, then the Holders shall not be required to pay any of such expenses and shall retain their rights pursuant to Section 2.1. 

2.7 Delay of Registration. No Holder shall have any right to obtain or seek an injunction restraining or otherwise delaying any such
registration as the result of any controversy that might arise with respect to the interpretation or implementation of this Section 2. 

2.8 Indemnification. In the event any Registrable Securities are included in a registration statement under Sections 2.1, 2.2 or
2.3 hereof: 
 (a) By the Company. To the extent permitted by law, the Company shall indemnify and hold harmless each Holder, the
partners, members, officers and directors of each Holder, legal counsel and accountants for each Holder, any underwriter (as defined in the Securities Act) for such Holder and each Person, if any, who controls such Holder or underwriter within the
meaning of the Securities Act or the Exchange Act, against any expenses, losses, claims, damages or liabilities (joint or several) to which they may become subject under the Securities Act, the Exchange Act or other federal or state law, insofar as
such expenses, losses, claims, damages or liabilities (or actions in respect thereof) arise out of or are based upon any of the following statements, omissions or violations (each a “Violation”): 

  
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 (i) any untrue statement or alleged untrue statement of a material fact contained in such
registration statement, including any preliminary prospectus or final prospectus contained therein or any amendments or supplements thereto; 

(ii) the omission or alleged omission to state therein a material fact required to be stated therein, or necessary to make the statements
therein not misleading; or 
 (iii) any violation or alleged violation by the Company of the Securities Act, the Exchange Act, any federal
or state securities law or any rule or regulation promulgated under the Securities Act, the Exchange Act or any federal or state securities law in connection with the offering covered by such registration statement; 

and the Company shall reimburse each such Holder, partner, officer or director, underwriter or controlling Person for any legal or other expenses reasonably
incurred by them, as incurred, in connection with investigating or defending any such loss, claim, damage liability or action; provided, however, that the indemnity agreement contained in this Section 2.8(a) shall not apply to amounts
paid in settlement of any such expense, loss, claim, damage, liability or action if such settlement is effected without the consent of the Company (which consent shall not be unreasonably withheld), nor shall the Company be liable in any such case
for any such loss, claim, damage, liability or action to the extent that it arises out of or is based upon actions or omissions made in reliance upon and in conformity with written information furnished by or on behalf of any such Holder, partner,
officer or director, underwriter or controlling Person expressly for use in connection with such registration by such Holder, partner, officer, director, underwriter or controlling Person. 

(b) By Selling Holders. To the extent permitted by law, each selling Holder, severally and not jointly, shall indemnify and hold
harmless the Company, each of its directors, each of its officers who have signed the registration statement, each Person, if any, who controls the Company within the meaning of the Securities Act, legal counsel and accountants for the Company, any
underwriter and any other Holder selling securities under such registration statement or any of such other Holder’s partners, directors or officers or any Person who controls such Holder within the meaning of the Securities Act or the Exchange
Act, against any expenses, losses, claims, damages or liabilities (joint or several) to which any of the foregoing Persons may become subject under the Securities Act, the Exchange Act or other federal or state law, insofar as such expenses, losses,
claims, damages or liabilities (or actions in respect thereto) arise out of or are based upon any Violation, in each case to the extent (and only to the extent) that such Violation arises out of or is based on actions or omissions made in reliance
upon and in conformity with written information furnished by such Holder expressly for use in connection with such registration; and each such Holder shall reimburse the Company and such other Persons for any legal or other expenses reasonably
incurred by them in connection with investigating or defending any such loss, claim, damage, liability or action; provided, however, that the indemnity agreement contained in this Section 2.8(b) shall not apply to amounts paid in
settlement of any such expense, loss, claim, damage, liability or action if such settlement is effected without the consent of the Holder, which consent shall not be unreasonably withheld; and provided further, that the total amounts payable
in indemnity by a Holder under this Section 2.8(b) in respect of any Violation shall not exceed the net proceeds received by such 

  
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Holder in the registered offering out of which such Violation arises except in the case of fraud or willful misconduct by such Holder. 

(c) Notice. Promptly after receipt by an indemnified party under this Section 2.8 of notice of the commencement of any action
(including any governmental action) for which a party may be entitled to indemnification hereunder, such indemnified party shall, if a claim in respect thereof is to be made against any indemnifying party under this Section 2.8, deliver to the
indemnifying party a written notice of the commencement thereof, and the indemnifying party shall have the right to participate in such action and, to the extent the indemnifying party so desires, jointly with any other indemnifying party to which
notice has been given, to assume the defense thereof with counsel mutually satisfactory to the parties; provided, however, that an indemnified party (together with all other indemnified parties that may be represented without conflict by one
counsel) shall have the right to retain its own counsel, with the fees and expenses to be paid by the indemnifying party, if representation of such indemnified party by the counsel retained by the indemnifying party would be inappropriate due to
actual or potential differing interests between such indemnified party and any other party represented by such counsel in such proceeding. The failure to deliver written notice to the indemnifying party within a reasonable time of the commencement
of any such action, if prejudicial to its ability to defend such action, shall relieve such indemnifying party of any liability to the indemnified party under this Section 2.8, but the omission so to deliver written notice to the indemnifying
party will not relieve it of any liability that it may have to any indemnified party otherwise than under this Section 2.8. 
 (d)
Contribution. In order to provide for just and equitable contribution to joint liability under the Securities Act in any case in which either (i) any party otherwise entitled to indemnification hereunder makes a claim for indemnification
pursuant to this Section 2.8 but it is judicially determined (by the entry of a final judgment or decree by a court of competent jurisdiction and the expiration of time to appeal or the denial of the last right of appeal) that such
indemnification may not be enforced in such case notwithstanding the fact that this Section 2.8 provides for indemnification in such case, or (ii) contribution under the Securities Act may be required on the part of any party hereto for
which indemnification is provided under this Section 2.8; then, and in each such case, such parties will contribute to the aggregate expenses, losses, claims, damages or liabilities to which they may be subject (after contribution from others)
in such proportion as is appropriate to reflect the relative fault of the indemnifying party and the indemnified party in connection with the Violation that resulted in such expense, loss, claim, damage or liability as well as other equitable
considerations. The relative fault of such parties shall be determined by reference to, among other things, whether the untrue or allegedly untrue statement of a material fact or the omission or alleged omission of a material fact relates to
information supplied by the indemnifying party or indemnified party and the parties’ relative intent, knowledge, access to information and opportunity to correct or prevent such statement or omission; provided, however, that, in any such
case, (A) no such Holder will be required to contribute any amount in excess of the net proceeds from the sale of all such Registrable Securities offered and sold by such Holder pursuant to such registration statement, and (B) no
individual or entity guilty of fraudulent misrepresentation (within the meaning of Section 11(f) of the Securities Act) will be entitled to contribution from any individual or entity who was not guilty of such fraudulent misrepresentation; and
provided further, that in no event shall a Holder’s liability pursuant to this Section 2.8(d), when combined with the amounts paid or 

  
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payable by such Holder pursuant to Section 2.8(b), exceed the net proceeds from the offering received by such Holder, except in the case of willful misconduct or fraud by such Holder. 

(e) Survival. Unless otherwise superseded by an underwriting agreement entered into in connection with the offering, the obligations of
the Company and Holders under this Section 2.8 shall survive the completion of any offering of Registrable Securities in a registration under this Section 2, and otherwise shall survive the termination of this Agreement. 

2.9 Rule 144 Reporting. With a view to making available the benefits of certain rules and regulations of the SEC which may at any time
permit the sale of the Registrable Securities to the public without registration, after such time as a public market exists for the Common Stock, the Company agrees to: 

(a) make and keep public information available, as those terms are understood and defined in Rule 144 under the Securities Act, at all
times after the effective date of the first registration under the Securities Act filed by the Company for an offering of its securities to the general public; 

(b) use commercially reasonable efforts to file with the SEC in a timely manner all reports and other documents required of the Company under
the Securities Act and the Exchange Act (at any time after it has become subject to such reporting requirements); and 
 (c) furnish to any
Holder, so long as the Holder owns any Registrable Securities, forthwith upon request (i) a written statement by the Company as to its compliance with the reporting requirements of said Rule 144 (at any time after ninety (90) days
after the effective date of the first registration statement filed by the Company for an offering of its securities to the general public), and of the Securities Act and the Exchange Act (at any time after it has become subject to the reporting
requirements of the Exchange Act), (ii) a copy of the most recent annual or quarterly report of the Company and (iii) such other reports and documents of the Company as a Holder may reasonably request in availing itself of any rule or
regulation of the Commission allowing a Holder to sell any such securities without registration (at any time after the Company has become subject to the reporting requirements of the Exchange Act). 

2.10 “Market Stand-Off” Agreement. Each Holder hereby agrees that it will not, without the prior written consent of the
managing underwriters, during the period commencing on the effective date of registration statement relating to the Company’s initial public offering and ending on the date specified by the Company and the managing underwriters (such period not
to exceed one hundred eighty (180) days, or such other period as may be requested by the Company or an underwriter to accommodate regulatory restrictions on (i) the publication or other distribution of research reports and
(ii) analyst recommendations and opinions, including, but not limited to, the restrictions contained in NASD Rule 2711(f)(4) or NYSE Rule 472(f)(4), or any successor provisions or amendments thereto) (a) lend, offer, pledge,
sell, contract to sell, sell any option or contract to purchase, purchase any option or contract to sell, grant any option, right, or warrant to purchase, or otherwise transfer or dispose of, directly or indirectly, any shares of Common Stock or any
securities convertible into or exercisable or exchangeable for Common Stock held immediately before the effective date of the registration statement for such offering or (b) enter into any swap or other arrangement that transfers to another, in
whole or in part, any of 

  
 11 

 
the economic consequences of ownership of the Common Stock, whether any such transaction described in clause (a) or (b) above is to be settled by delivery of Common Stock or other
securities, in cash, or otherwise. The foregoing provisions of this Section 2.10 shall not apply to the sale of any shares to an underwriter pursuant to an underwriting agreement, and shall be applicable to the Holders only if all officers,
directors and shareholders individually owning more than one percent (1%) of the Company’s outstanding Common Stock are subject to the same restrictions. The underwriters in connection with the offering are intended third-party beneficiaries of this Section 2.10 and shall have the right, power, and authority to enforce the provisions hereof as though they were a party hereto. Each Holder further agrees to execute such
agreements as may be reasonably requested by the managing underwriters in the offering that are consistent with this Section 2.10 or that are necessary to give further effect thereto. Any discretionary waiver or termination of the restrictions
of any or all of such agreements by the Company or the underwriters shall apply pro rata to all Holders subject to such agreements, based on the number of shares subject to such agreements, except that, notwithstanding the foregoing, the Company and
the underwriters may, in their sole discretion, waive or terminate these restrictions with respect to shares of Common Stock totaling, in aggregate, up to three percent (3%) of the Company’s outstanding Common Stock. 

In order to enforce the foregoing covenant, the Company may impose stop-transfer instructions with respect to the Registrable Securities of
each Holder (and the shares or securities of every other Person subject to the foregoing restriction) until the end of such period. 
 2.11
Assignment of Registration Rights. The rights to cause the Company to register Registrable Securities pursuant to this Section 2 may be assigned to a transferee or assignee in connection with any transfer or assignment of Registrable
Securities by the Holder, provided that (i) such transfer or assignment may otherwise be effected in accordance with applicable securities laws, (ii) such transferee or assignee acquires at least 500,000 of shares of Registrable
Securities or, if less, all of the Registrable Securities held by the Holder, (iii) written notice is promptly given to the Company and (iv) such transferee or assignee agrees to be bound by the provisions of this Agreement. The foregoing
500,000-share limitation shall not apply, however, to transfers or assignments by a Holder to (a) a partner, member or shareholder of a Holder that is a partnership, limited liability company or corporation, respectively, (b) a retired
partner or member of such partnership or limited liability company who retires after the date hereof, (c) the estate of any such partner, member or shareholder or (d) an Affiliate of any such partnership, limited liability company or
corporation, (e) any spouse, parent, child or sibling of such partner, member or shareholder or of the Holder, including in-laws and Persons related by adoption, or (f) any domestic partner of such partner, member or shareholder or of the
Holder who is covered under an applicable domestic relations statute, provided that all such transferees or assignees agree in writing to appoint a single representative as their attorney-in-fact for the purpose of exercising any rights,
receiving notices, or taking any action under this Section 2. 
 2.12 Termination of Registration Rights. The Company’s
obligations pursuant to Sections 2.1, 2.2 and 2.3 shall terminate (i) five (5) years after the closing date of the Company’s first firmly underwritten public offering of its Common Stock pursuant to a Registration Statement filed
with, and declared effective by, the SEC under the Securities Act or (ii) as to any Holder, at such time following such initial public offering, as all Registrable Securities that such Holder holds or has the right to acquire may immediately be
sold in any three-month period 

  
 12 

 
without registration pursuant to Rule 144 under the Securities Act, provided that the Holder holds Registrable Securities constituting less than 1% of the outstanding voting stock of
the Company. 
 2.13 Limitations on Subsequent Registration Rights. From and after the date of this Agreement, the Company shall not,
without the prior written consent of the Holders of a majority of the Registrable Securities then outstanding (the “Requisite Holders”), enter into any agreement with any holder or prospective holder of any securities of the
Company that provides such holder or prospective holder with registration rights with respect to such securities unless (i) such other registration rights are subordinate to the registration rights granted to the Holders hereunder and the
inclusion of such securities will not reduce the amount of the Registrable Securities of the Holders that are included in a given registration and (ii) the holders of such rights are subject to market standoff obligations no more favorable to
such Persons than those contained herein, provided that this limitation shall not apply to any additional Investor who becomes a party to this Agreement in accordance with Section 9.15 hereof. 

3. Rights to Purchase Additional Stock. 

3.1 Right of First Offer. Subject to the terms of this Section 3 and applicable securities laws, if the Company proposes to offer
or sell any Equity Securities, the Company shall give each Investor that, individually or together with such Investor’s Affiliates, holds at least 500,000 shares of Registrable Securities (each a “Major
Investor”) the right to purchase such Major Investor’s pro rata share (or any part thereof) of such Equity Securities, on the same terms as the Company is willing to sell such Equity Securities to any other Person. A Major
Investor’s pro rata share of the Equity Securities shall be equal to that percentage of the Outstanding Common Equivalents (as defined below) held by such Major Investor on the date of the Company’s written notice referred to in
Section 3.2 below. For purposes of this Section 3, the “Outstanding Common Equivalents” shall mean outstanding shares of Common Stock and all shares of Common Stock issuable, directly or indirectly, upon exercise or
conversion of any outstanding preferred stock, warrants or options or any other right to acquire any of the foregoing. A Major Investor shall be entitled to apportion this right of first offer among itself and its Affiliates in such proportions as
it deems appropriate. 
 3.2 Notice; Exercise of Right. Prior to any sale or issuance by the Company of any Equity Securities, the
Company shall give notice to each Major Investor of its intention to sell and issue such Equity Securities, setting forth the terms under which it proposes to make such sale (the “Offer Notice”). Within twenty (20) days
after receipt of the Offer Notice, each Major Investor shall notify the Company whether such Major Investor desires to purchase its pro rata share, or any part thereof, of the Equity Securities so offered. At the expiration of such twenty
(20) day period, the Company shall promptly give notice to each Major Investor that elects to purchase all the shares available to it (each, a “Fully Exercising Investor”) of any other Major Investor’s failure to do
likewise, specifying the number of additional shares that are available to the Fully Exercising Investors (“Additional Shares”). During the ten (10) day period commencing after the Company has given such notice, each
Fully Exercising Investor may, by giving notice to the Company, elect to purchase, in addition to the number of shares specified above, up to that portion of the Additional Shares which is equal to the proportion that the Common Equivalents held by
such Fully Exercising Investor bears to the Common Equivalents 

  
 13 

 
then held by all Fully Exercising Investors who wish to purchase such Additional Shares. If a Major Investor notifies the Company of its desire to purchase any of the Equity Securities offered by
the Company, the closing of the sale shall occur within sixty (60) days of the date that the Offer Notice is given or, if later, the closing date for the proposed sale of such Equity Securities to third parties. 

3.3 Permitted Sales. With respect to any Equity Securities that are not subscribed for by the Major Investors after the end of the
combined thirty (30) day period specified in Section 3.2, the Company may, during a period of ninety (90) days following the end of such period, offer and sell such Equity Securities to other Persons upon terms and conditions not less
favorable to the Company than those set forth in the notice to the Major Investors. In the event the Company has not entered into a definitive agreement for the sale of the Equity Securities within said 90-day period, or if such agreement is not
consummated within thirty (30) days after the consummation thereof, the Company shall not thereafter issue or sell any Equity Securities without first offering such securities to the Major Investor pursuant to this Section 3. 

3.4 Exceptions. The right of first offer contained in this Section 3 shall not apply to issuances by the Company of
securities or rights to acquire securities that would not be “Additional Shares of Common Stock” (as such term is defined in the Company’s Amended and Restated Articles of Incorporation, as may be amended from time to time). 

3.5 Termination. The right of first offer contained in this Section 3 shall terminate and be of no further force and effect
immediately prior to the closing of (i) the first sale of stock of the Company pursuant to a Qualified Public Offering or (ii) a transaction that is deemed to be a liquidation pursuant to the Company’s Amended and Restated Articles of
Incorporation, as amended from time to time (a “Deemed Liquidation Event”). 
 4. Information Rights. 

4.1 Financial Statements and Reports. The Company shall deliver to each Major Investor other than any Investor that the Board of
Directors has reasonably determined is a competitor of the Company (provided that no Investor that is primarily in the business of investing shall be deemed a competitor of the Company): 

(a) as soon as practicable after the end of each fiscal year of the Company, and in any event within one hundred twenty (120) days
thereafter, balance sheet as of the end of such year, statements of income and of cash flows for such year and a statement of shareholders’ equity as of the end of such year, such year-end financial reports to be in reasonable detail, and
prepared in accordance with generally accepted accounting principles (“GAAP”) and audited and certified by an independent public accounting firm selected by the Company and approved by the Board of Directors; 

(b) as soon as practicable after the end of the first three quarters of each fiscal year of the Company, and in any event within forty-five
(45) days thereafter, an unaudited balance sheet as of the end of each such quarterly period and unaudited statements of income and cash flows for such period, all in reasonable detail and prepared in accordance with GAAP,

  
 14 

 
except that they may not contain all of the footnotes that are required by GAAP, and subject to changes resulting from year-end audit adjustments; 

(c) for each month in which the Board of Directors meets, as soon as practicable after the end of such month and in any event within thirty
(30) days, a balance sheet for the preceding month; 
 (d) within thirty (30) days prior to the end of each fiscal year, a budget
for the next fiscal year, prepared on a quarterly basis. 
 Notwithstanding any provision to the contrary, the Company shall not be obligated pursuant to
this Section 4.1 to provide any information (i) that it reasonably considers to be a trade secret (unless covered by an enforceable confidentiality agreement, in form acceptable to the Company), (ii) to any Investor that the Company
reasonably determines to be a competitor or an officer, employee, director or greater-than 10% shareholder of a competitor of the Company (provided that no Investor that is primarily in the business of investing shall be deemed a competitor of the
Company) or (iii) the disclosure of which would adversely affect the attorney-client privilege between the Company and its counsel. Each Investor agrees to hold in confidence and trust and not to misuse or disclose any confidential information
provided pursuant to this Section 4.1. 
 4.2 Inspection Rights. The Company shall permit each Major Investor, at such Major
Investor’s expense, to visit and inspect the Company’s properties, to examine its books of account and records and to discuss the Company’s affairs, finances and accounts with its officers, all at such reasonable times as may be
requested by the Major Investor; provided, however, that the Company shall not be obligated pursuant to this Section 4.2 to provide access to any information (i) that it reasonably considers to be a trade secret or similar
confidential information (unless covered by an enforceable confidentiality agreement, in form acceptable to the Company), (ii) to any Investor that the Company reasonably determines to be a competitor or an officer, employee, director or
greater-than 10% shareholder of a competitor of the Company (provided that no Investor that is primarily in the business of investing shall be deemed a competitor of the Company) or (iii) the disclosure of which would adversely affect the
attorney-client privilege between the Company and its counsel. Each Investor agrees to hold in confidence and trust and not to misuse or disclose any confidential information obtained pursuant to this Section 4.2. 

4.3 Confidentiality. Each Investor agrees that such Investor will keep confidential and will not disclose, divulge or use for any
purpose (other than to monitor its investment in the Company) any confidential information obtained from the Company pursuant to the terms of this Agreement (including notice of the Company’s intention to file a registration statement) unless
such confidential information (a) is known or becomes known to the public in general (other than as a result of a breach of this Section 4.3 by such Investor), (b) is or has been independently developed or conceived by the Investor
without use of the Company’s confidential information, or (c) is or has been made known or disclosed to the Investor by a third party without a breach of any obligation of confidentiality such third party may have to the Company;
provided, however, that an Investor may disclose confidential information (i) to its attorneys, accountants, consultants, and other professionals to the extent necessary to obtain their services in connection

  
 15 

 
with monitoring its investment in the Company, (ii) to any prospective purchaser of any Registrable Securities from such Investor, if such prospective purchaser agrees to be bound by the
provisions of this Section 4.3, (iii) to any Affiliate, partner, member, shareholder, or wholly owned subsidiary of such Investor in the ordinary course of business, provided that such Person is bound by confidentiality
obligations with respect to such information substantially equivalent to the terms hereof, or provided that such Investor informs such Person that such information is confidential and directs such Person to maintain the confidentiality of such
information, or (iv) as may otherwise be required by law, provided that the Investor promptly notifies the Company of such disclosure and takes reasonable steps to minimize the extent of any such required disclosure. The Company
acknowledges that certain of the Investors are in the business of venture capital investing and therefore review the business plans and related proprietary information of many enterprises, including enterprises that may have products or services
that compete directly or indirectly with those of the Company. Nothing in this Agreement shall preclude or in any way restrict the Investors from investing or participating in any particular enterprise, regardless of whether such enterprise has
products or services that compete with those of the Company. 
 4.4 Termination. The rights of any Investor set forth in this
Section 4.4 shall terminate and be of no further force and effect immediately prior to the earlier of (i) the first sale of stock of the Company pursuant to a Qualified Public Offering, (ii) such time as the Company first becomes
subject to the periodic reporting requirements of Section 12 or 15(d) of the Exchange Act or (iii) a Deemed Liquidation Event. 
 5. Drag Along
Rights. Until the first sale of stock of the Company pursuant to a Qualified Public Offering, if any Person offers to acquire all or substantially all of the assets or business of the Company by merger, sale of assets, sale of stock or otherwise
(except a merger or consolidation in which the holders of capital stock of the Company immediately prior to such merger or consolidation continue to hold immediately following such merger or consolidation more than 50% by voting power of the capital
stock of the surviving corporation), and such transaction is approved by (i) the Board of Directors, (ii) the holders of a majority of the then outstanding Series A-1 Stock, Series B Stock and Series C Stock, voting together as a separate
class, consent in writing (including by means of a proxy or shareholder consent voting in favor of such transaction) and (iii) the holders of a majority of the then outstanding shares of Common Stock, voting as a separate class, consent in
writing (including by means of a proxy or shareholder consent voting in favor of such transaction), then all parties hereto and all transferees and assignees thereof who have not yet consented (together, the “Drag Along
Holders”) shall be obligated to (a) vote all of such Drag Along Holders’ shares in favor of such a transaction, to the extent any such vote is required for the consummation of the transaction, (b) sell, transfer or
exchange all of such Drag Along Holders’ shares in connection with such transaction on the same terms as those consented to by the shareholders of the Company (with appropriate adjustment to reflect the conversion of convertible securities and
the preference and priorities of any preferred stock of the Company), and (c) execute and deliver such instruments of conveyance and transfer and take such other action, as may be reasonably required by the Company in order to carry out the
terms and provisions of this Section 5; provided, however, that with respect to the holders of Series C Stock, this Section 5 shall not be construed to be a waiver of such holders’ rights under the Company’s Amended
and Restated Articles of Incorporation to have at least a majority of the then outstanding Series C Stock (voting together as a separate 

  
 16 

 
class) approve the automatic conversion of the Series C Stock into Common Stock in contemplation of any Deemed Liquidation pursuant to which the amount to be received by a holder of Series C
Stock would be greater if such holder did not convert shares of Series C Stock into shares of Common Stock. If any Drag Along Holder fails or refuses to vote or sell such Drag Along Holder’s shares in accordance with the terms of this
Section 5 within five days of the Company’s request for such vote, then such Drag Along Holder hereby grants to a shareholder designated by the Board of Directors an irrevocable proxy, coupled with an interest, to vote all such shares in
accordance with the terms of this Section 5, and hereby appoints such proxyholder such Drag Along Holder’s attorney-in-fact, to sell such shares in accordance with the terms of this Section 5. At the closing of any transaction
contemplated under this Section 5, each Drag Along Holder shall deliver, against receipt of the consideration payable in any such transaction, certificates representing the shares which such Drag Along Holder holds of record or beneficially,
with all endorsements necessary for transfer. In the event that any Drag Along Holder fails or refuses to comply with the provisions of this Section 5, the Company and the purchaser in such transaction, at its, his or her option, as applicable,
may elect to proceed with such transaction notwithstanding such failure or refusal and, in the event and upon tender of the specified consideration to the Drag Along Holder, the rights of such Drag Along Holder with respect to the shares held by
such Drag Along Holder will cease; provided, however, that if the Drag Along Holder refuses or otherwise fails to deliver its certificates representing its shares, such rights of the Drag Along Holder shall still cease while the Company or
purchaser hold such specified consideration in trust until such certificates are duly endorsed and transferred. 
 6. Board of Directors. 

6.1 Size of Board. Each of the Holders and Common Holders (collectively, the “Voting Parties”) shall vote all
of their shares of Equity Securities, and shall take all other necessary actions within their control (whether in their capacity as a shareholder, director, or officer of the Company or otherwise), including, without limitation, calling meetings,
attending meetings, executing a proxy to vote at any meeting and executing written consents, in order to ensure that the size of the Board of Directors shall be set at five (5) directors. 

6.2 Board Composition. Each of the Voting Parties shall vote all of their Equity Securities, and shall take all other necessary actions
within their control (whether in their capacity as a shareholder, director, or officer of the Company or otherwise), including, without limitation, calling meetings, attending meetings, executing a proxy to vote at any meeting and executing written
consents, to elect members of the Company’s Board of Directors, at each annual meeting of the holders of voting stock of the Company, or at any meeting of the holders of voting stock of the Company at which members of the Board of Directors are
to be elected, or whenever members of the Board of Directors are to be elected by written consent, as follows: 
 (a) at each election of
directors at which time at least 2,000,000 shares of Series B Stock and 2,000,000 shares of Series A-1 Stock are outstanding, the Voting Parties shall vote all of their respective Equity Securities so as to elect (i) one (1) individual
designated by Trinity Ventures X, L.P. (“Trinity Ventures”), which individual shall initially be Ajay Chopra (the “Series A-1 Designee”), and (ii) one (1) individual designated by Foundation
Capital VI, L.P. (“Foundation Capital”), which individual shall initially be Ashu Garg (the “Series B Designee”); 

  
 17 

 (b) at each election of directors, the Voting Parties shall vote all of their respective Equity
Securities so as to elect (i) the person currently serving as Chief Executive Officer of the Company, which individual shall initially be Brett Wilson, and (ii) one (1) individual designated by the holders of a majority of the
outstanding shares of Common Stock held by the Common Holders, which individual shall initially be David Toth; 
 (c) at each election of
directors, the Common Holders and Holders shall vote all of their respective Equity Securities so as to elect one (1) individual mutually acceptable and designated by (i) the holders of a majority of the outstanding shares of Common Stock,
voting as a separate class, and (ii) the Requisite Holders, who initially shall be Russ Fradin. 
 6.3 Removal. Upon the request
of any Voting Party or Voting Parties entitled to designate a director pursuant to Section 6.2, each of the other Voting Parties shall vote all of their Equity Securities in favor of the removal of the director designated by such Voting Party
or Voting Parties, with or without cause (subject to the Bylaws of the Company as in effect from time to time and any requirements of law). Absent such a request, the Voting Parties shall not vote their Equity Securities in favor of the removal of
any director of the Company. 
 6.4 Vacancies. If any representative designated as provided in Section 6.2 above for any reason
ceases to serve as a member of the Board of Directors during his or her term of office, the parties to this Agreement shall cause the resulting vacancy to be filled by a representative designated as provided above by the respective person or persons
entitled to designate such representative, and each Voting Party shall vote its Equity Securities to elect such representative to the Board of Directors. 

6.5 Expenses Incurred by Non-Employee Directors. The Company shall reimburse all non-employee directors for their actual and reasonable
out-of-pocket expenses incurred in attending meetings of the Board of Directors and all committees of the Board of Directors and otherwise incurred in fulfilling their
duties as directors. 
 7. Vote to Increase Authorized Common Stock. Each Voting Party agrees to vote or cause to be voted all Equity Securities
beneficially owned by such Voting Party in whatever manner as shall be necessary to increase the number of authorized shares of Common Stock from time to time to ensure that there will be sufficient shares of Common Stock available for conversion of
all of the shares of Preferred Stock outstanding at any given time. 
 8. Other Covenants of the Company. 

8.1 Employee Nondisclosure and Assignment Agreement. The Company shall require all employees to execute and deliver the Company’s
standard form of Employee Nondisclosure and Assignment Agreement, and for all consultants to execute an agreement with equivalent terms. 

  
 18 

 8.2 Option Vesting. Except as approved by the Board of Directors all options,
restricted stock and similar equity compensation shall vest at the rate of 1/4 of the shares one year following either the date of grant or the commencement of the optionee’s employment and 1/48 per month thereafter. 

8.3 Termination. The covenants of the Company set forth in this Section 8 shall terminate and be of no further force and effect
immediately prior to the earlier of (i) the first sale of stock of the Company pursuant to a Qualified Public Offering, (ii) such time as the Company first becomes subject to the periodic reporting requirements of Section 12 or 15(d)
of the Exchange Act or (iii) a Deemed Liquidation Event. 
 9. Miscellaneous. 

9.1 Notices. Any notice, request or other communication required or permitted hereunder shall be in writing and shall be deemed to have
been duly given if delivered personally, by facsimile when receipt is electronically confirmed, one business day after delivery to a nationally recognized overnight delivery service, or otherwise upon receipt, addressed (i) if to Investor, at
the address set forth below such Investor’s name on Exhibit B, and (ii) if to the Company, at the address set forth below: 

TubeMogul, Inc. 
 1250 53rd
Street, Suite 6 
 Emeryville, CA 94608 

Attention: CEO 
 Fax: (510)
653-0461 
 with a copy to: 

DLA Piper LLP (US) 
 2000
University Avenue 
 East Palo Alto, CA 94303 

Attention: Mark Radcliffe, Esq. 

Fax: (650) 833-2001 
 Any
party hereto may, by ten (10) days’ prior notice so given, change its address for future notices hereunder. 
 9.2 Successors
and Assigns. Each Investor agrees that it may not assign any of its rights or obligations hereunder unless such rights and obligations are assigned by such Investor to (i) an individual or entity to which Registrable Securities are
transferred by such Investor pursuant to Section 2.11 and (ii) with respect to the right of first offer set forth in Section 3, to another Major Investor or an Affiliate of the Investor, and, in each case, such assignee shall be
deemed an “Investor” for purposes of this Agreement, provided that such assignment shall be contingent upon the assignee providing a written instrument to the Company notifying the Company of such assignment and agreeing in writing
to be bound by the terms of this Agreement. Except as otherwise provided herein, the provisions of this Agreement shall inure to the benefit of, and shall be binding upon, the successors and permitted assigns of the parties hereto. 

  
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 9.3 Legends on Stock Certificates. The certificates representing the Registrable
Securities shall bear the following legend, together with any other legends required by separate agreement and applicable law: 
 THE SHARES
REPRESENTED BY THIS CERTIFICATE ARE SUBJECT TO THE TERMS AND CONDITIONS OF AN INVESTOR RIGHTS AGREEMENT WHICH PLACES CERTAIN RESTRICTIONS ON THE VOTING OF THE SHARES REPRESENTED HEREBY. ANY PERSON ACCEPTING ANY INTEREST IN SUCH SHARES SHALL BE
DEEMED TO AGREE TO AND SHALL BECOME BOUND BY ALL THE PROVISIONS OF SUCH AGREEMENT. A COPY OF SUCH INVESTOR RIGHTS AGREEMENT WILL BE FURNISHED TO THE RECORD HOLDER OF THIS CERTIFICATE WITHOUT CHARGE UPON WRITTEN REQUEST TO THE COMPANY AT ITS
PRINCIPAL PLACE OF BUSINESS. 
 9.4 Amendments and Waivers. Any provision of this Agreement may be amended and the observance thereof
may be waived, either generally or in a particular instance and either retroactively or prospectively, only with the written consent of (i) the Company, (ii) the Requisite Holders, (iii) with respect to an amendment or waiver of the
provisions of Section 6.2(a)(i) or this clause, Trinity Ventures, (iv) with respect to an amendment or waiver of the provisions of Section 6.2(a)(ii) or this clause, Foundation Capital, and (v) with respect to an amendment or
waiver of the provisions of Section 6.2(b) or Section 6.2(c) the holders of a majority of the shares of Common Stock held by Common Holders then providing services to the Company as officers, employees or consultants; provided,
however, that this Agreement may not be amended and the observance of any term hereof may not be waived with respect to any Investor or Common Holder without the written consent of such Investor unless such amendment or waiver applies to all
Investors and/or Common Holders in the same fashion (it being agreed that a waiver of the provisions of Section 3 with respect to a particular transaction shall be deemed to apply to all Investors in the same fashion if such waiver does so by
its terms, notwithstanding the fact that certain Investors may nonetheless, by agreement with the Company, purchase securities in such transaction). The Company shall give prompt notice of any amendment hereof or waiver hereunder to any party hereto
that did not consent in writing to such amendment or waiver. Any amendment or waiver effected in accordance with this Section 9.4 shall be binding upon each Investor, each Common Holder, each permitted successor or assignee of such Investor or
Common Holder and the Company. 
 9.5 Entire Agreement. This Agreement, together with all the exhibits hereto, constitutes and
contains the entire agreement and understanding of the parties with respect to the subject matter hereof and supersedes any and all prior negotiations, correspondence, agreements, understandings, duties or obligations between the parties with
respect to the subject matter hereof. 
 9.6 Governing Law. This Agreement shall be governed by and construed exclusively in
accordance with the internal laws of the State of California as applied to agreements among California residents entered into and to be performed entirely within California. 

  
 20 

 9.7 Severability. If any provision of this Agreement is held to be unenforceable under
applicable law, then such provision shall be excluded from this Agreement and the balance of this Agreement shall be interpreted as if such provision were so excluded and shall be enforceable in accordance with its terms. 

9.8 Delays or Omissions. No delay or omission to exercise any right, power or remedy accruing to any party under Agreement upon any
breach or default of any other party under this Agreement shall impair any such right, power or remedy of the nonbreaching or nondefaulting party, nor shall it be construed to be a waiver of any such breach or default, or an acquiescence therein, or
waiver of or acquiescence in any similar breach or default theretofore or thereafter occurring, nor shall any waiver of any single breach or default be deemed a waiver of any other breach or default therefore or thereafter occurring. All remedies,
either under this Agreement or by law or otherwise afforded to any Holder, shall be cumulative and not alternative. 
 9.9 Captions.
The captions to sections of this Agreement have been inserted for identification and reference purposes only and shall not be used to construe or interpret this Agreement. 

9.10 Counterparts. This Agreement may be executed in counterparts, each of which shall be deemed an original, but all of which together
shall constitute one and the same instrument. 
 9.11 Costs and Attorneys’ Fees. In the event that any action, suit or other
proceeding is instituted concerning or arising out of this Agreement or any transaction contemplated hereunder, the prevailing party shall recover all of such party’s costs and attorneys’ fees incurred in each such action, suit or other
proceeding, including any and all appeals or petitions therefrom. 
 9.12 Adjustments for Recapitalization Events. Wherever in this
Agreement there is a reference to a specific number of shares of Common Stock or Preferred Stock of the Company or a specific dollar amount per share, then, upon the occurrence of any stock split, stock dividend, reverse stock split or similar
recapitalization event affecting such shares, the specific number of shares or dollar amount so referenced in this Agreement shall automatically be proportionally adjusted to reflect the effect on the outstanding shares of such class or series of
stock of such recapitalization event. 
 9.13 Aggregation of Stock. All shares held or acquired by Affiliates shall be aggregated
together for the purpose of determining the availability of any rights under this Agreement. 
 9.14 Waiver of Right of First Offer.
Effective and contingent upon execution of this Agreement by the Company and the Prior Investors holding a sixty-six and two-thirds (66 2/3) of the Securities outstanding immediately prior to the issuance of shares of Series C Stock, the Prior
Rights Agreement is hereby amended and restated in its entirety to read as set forth in this Agreement, and shall be of no further force and effect, and the Company, the Common Holders and the Investors are hereby bound by the provisions hereof as
the sole agreement of the 

  
 21 

 
Company and the Investors with respect to registration rights of the Registrable Securities and certain other rights, as set forth herein. Each of the Prior Investors by their execution of this
Agreement hereby waives all rights of first offer, including all notice requirements, set forth in the Prior Rights Agreement with respect to the issuance of the Series C Stock to the Series C Investors. 

9.15 Additional Investors. Notwithstanding anything to the contrary contained herein, if the Company issues additional shares of the
Series C Stock after the date hereof pursuant to the Series C Agreement, any purchaser of such shares of Series C Stock may become a party to this Agreement by executing and delivering a counterpart signature page to this Agreement, and
thereafter shall be deemed an “Investor” and “Holder” for all purposes hereunder, without the need for any consent, approval or signature of any Investor. 

[REMAINDER OF THIS PAGE INTENTIONALLY LEFT BLANK] 

  
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 IN WITNESS WHEREOF, the parties hereto have executed this Agreement as of the date and year first
above written. 
  

			
	Company:
	
	TubeMogul, Inc.
		
	By:	 	 /s/ Brett Wilson

		 	Brett Wilson
		 	CEO
	
	Common Holders:
	
	 /s/ Brett Wilson

	Brett Wilson
	
	 /s/ John Hughes

	John Hughes
	
	 /s/ Jason Lopatecki

	Jason Lopatecki
	
	 /s/ Adam Rose

	Adam Rose
	
	  

	Christopher Chanyi
	
	 /s/ Mike Mansell

	Mike Mansell
	
	  

	Brian T. Hafer

 COUNTERPART SIGNATURE PAGE TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

			
	INVESTORS:
	
	NCD Partners VII, L.P.
	
	By: NCD Management VII, L.L.C, its General Partner
		
	By:	 	 /s/ Thomas Vardell

		
	Name:	 	 Thomas Vardell

		
	Title:	 	 Managing Member

	
	NCD SWIB, L.P.
	
	By: NCD Management VII, L.L.C, its General Partner
		
	By:	 	 /s/ Thomas Vardell

		
	Name:	 	 Thomas Vardell

		
	Title:	 	 Managing Member

 COUNTERPART SIGNATURE PAGE TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

			
	INVESTORS:
	
	NCD SWIB Opportunities, L.P.
	
	By: NCD SWIB Management, LLC, its General Partner
		
	By:	 	 /s/ Thomas Vardell

		
	Name:	 	 Thomas Vardell

		
	Title:	 	 Managing Member

 COUNTERPART SIGNATURE PAGE TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

			
	INVESTORS:
	
	FOUNDATION CAPITAL VI, L.P.
	
	By: Foundation Capital Management Co. VI, LLC
		
	By:	 	 /s/ Authorized Signatory

		 	Manager
	
	FOUNDATION CAPITAL VI PRINCIPALS FUND, LLC
	
	By: Foundation Capital Management Co. VI, LLC
		
	By:	 	 /s/ Authorized Signatory

		 	Manager

 COUNTERPART SIGNATURE PAGE TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

			
	INVESTORS:
	
	TRINITY VENTURES X, L.P.
	TRINITY X SIDE-BY-SIDE FUND, L.P.
	TRINITY X ENTREPRENEURS’ FUND, L.P.
	Delaware Limited Partnerships
		
	By:	 	TRINITY TVL X, LLC,
	A Delaware limited liability company
	Their General Partner
		
	By:	 	 /s/ Kathleen A. Murphy

	
	Kathleen A. Murphy, Member

 COUNTERPART SIGNATURE PAGE TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

			
	INVESTORS:
	
	D. A. Consortium Inc.
		
	By:	 	 /s/ Hirotake Yajima

		
	Its:	 	 President and Chief Executive Officer

 COUNTERPART SIGNATURE PAGE TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

					
	INVESTORS:
	
	CROSS CREEK CAPITAL, L.P.
		
	By:	 	Cross Creek Capital GP, L.P.
		 	Its Sole General Partner
		
	By:	 	Cross Creek Capital, LLC
		 	Its Sole General Partner
		
	By:	 	Cross Creek Holdings, LLC
		 	Its Sole Member
		
	By:	 	 /s/ Karey Barker

		 	Name:	 	Karey Barker
		 	Title:	 	Managing Director
	
	CROSS CREEK CAPITAL EMPLOYEES’ FUND, L.P.
		
	By:	 	Cross Creek Capital GP, L.P.
		 	Its Sole General Partner
		
	By:	 	Cross Creek Capital, LLC
		 	Its Sole General Partner
		
	By:	 	Cross Creek Holdings, LLC
		 	Its Sole Member
		
	By:	 	 /s/ Karey Barker

		 	Name:	 	Karey Barker
		 	Title:	 	Managing Director

 COUNTERPART SIGNATURE PAGE TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

					
	INVESTORS:
	
	SINGTEL INNOV8 PTE. LTD.
		
	By:	 	 /s/ Edgar Hardless

		 	Name:	 	Edgar Hardless
		 	Title:	 	Director

 Exhibit A 

Common Holders 
  

	
	 Common Holders

	
	Brett Wilson
	
	John Hughes
	
	Jason Lopatecki
	
	Adam Rose
	
	Christopher Andrew Chanyi
	
	Brian T. Hafer
	
	Mike Mansell

 Exhibit B 

Investors 
  

			
	 Name of Investor
	  	 
	 1109382 Ontario Inc.
	  	
		
	 1207978 Ontario Ltd.
	  	
		
	 2136148 Ontario Inc.
	  	
		
	 Barnett, George
	  	
		
	 Berolzheimer 2007 Trust, The Michael
	  	
		
	 Berolzheimer, Michael
	  	
		
	 Chen, Stephen
	  	
		
	 Cooke, Dominic
	  	
		
	 Costolo Trustee, Richard

The Richard Costolo 2011 Gift Trust
	  	
		
	 Cross Creek Capital, L.P.
	  	
		
	 Cross Creek Capital Employees’ Fund, L.P.
	  	
		
	 Cullman, Hugh
	  	
		
	 D.A. Consortium Inc.
	  	
		
	 Ecosystem Ventures LLC
	  	
		
	 Foundation Capital VI Principals Fund, LLC
	  	
		
	 Foundation Capital VI, L.P.
	  	
		
	 Fraley, Dan
	  	
		
	 Graman, Howard
	  	
		
	 Higgins Trustee, Thomas J.
	  	
		
	 Hughes, Jack
	  	

			
	 Name of Investor
	  	 
	 I A Capital Partners LLC
	  	
		
	 Knight’s Bridge Capital Partners Fund I (U.S.), L.P.
	  	
		
	 Knight’s Bridge Capital Partners Fund I, L.P.
	  	
		
	 Knight’s Bridge Capital Partners Internet Fund No. 1 LP
	  	
		
	 Lahr, Lanny
	  	
		
	 Lee, Raymond
	  	
		
	 Lee, Sophia
	  	
		
	 Lindzon Capital Partners
	  	
		
	 Maghsoodnia, Mehdi
	  	
		
	 National Advisors Trust Co, FSB, Custodian for Blair J Portigal Roth IRA
	  	
		
	 NCD SWIB, L.P.
	  	
		
	 NCD Partners VII, L.P.
	  	
		
	 NCD SWIB Opportunities, L.P.
	  	
		
	 NetService Ventures Group
	  	
		
	 Norman Family Revocable Trust
	  	
		
	 Posehn Trustee, Michael R.
	  	
		
	 Red Devil Investors LLC
	  	
		
	 SingTel Innov8 Pte. Ltd.
	  	
		
	 Stewart, Jeffrey A.
	  	
		
	 Tang (Chon), Ziqiang
	  	
		
	 Tieman, Scott
	  	

			
	 Name of Investor
	  	 
	 Toth, David
	  	
		
	 Trinity Ventures X, L.P.
	  	
		
	 Trinity X Entrepreneurs Fund, L.P.
	  	
		
	 Trinity X Side-By-Side Fund, L.P.
	  	
		
	 Van Horne Trustee, Cynthia M.
	  	
		
	 WebVideo LLC
	  	
		  	  

 TUBEMOGUL, INC. 

AMENDMENT NO. 1 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 

This Amendment No. 1 to Amended and Restated Investor Rights Agreement (this “Amendment”), dated as of
January 23, 2013, is entered into by and among TubeMogul, Inc., a California corporation (the “Company”), the undersigned holders of Common Stock of the Company (the “Common Holders”), and the
undersigned holders of Series A Preferred Stock (the “Series A Stock”), Series A-1 Preferred Stock (the “Series A-1 Stock”), Series B Preferred Stock (the “Series B
Stock”) and Series C Preferred Stock (the “Series C Stock”) of the Company (the “Holders” or the “Investors”). 

WHEREAS, the Company, the Common Holders, and the Investors are parties to that certain Amended and Restated Investor Rights Agreement dated
as of December 10, 2012 (the “Rights Agreement”). Capitalized terms used but not otherwise defined herein shall have the meaning assigned to them in the Rights Agreement. 

WHEREAS, the Company and certain of its shareholders now desire to increase the number of directors constituting the Company’s Board of
Directors (the “Board”) from five (5) directors to (6) directors, and to appoint Thomas Vardell as a director to the newly created vacant seat on the Board. 

WHEREAS, Section 6.1 of the Rights Agreement currently provides that the size of the Board shall be set at five (5) directors, and
Section 9.4 of the Rights Agreement requires the written consent of the Company and the Requisite Holders to amend Section 6.1 of the Rights Agreement. 

NOW, THEREFORE, in consideration of the foregoing, and for other good and valuable consideration, the receipt and sufficiency of which are
hereby acknowledged, the Company, the Common Holders and the Holders (such Holders collectively constituting the Requisite Holders), intending to be legally bound, agree as follows: 

1. Amendment and Restatement of Section 6.1. Section 6.1 of the Rights Agreement is hereby amended and restated to read in its
entirety as follows: 
 “6.1 Size of Board. Each of the Holders and Common Holders (collectively, the “Voting
Parties”) shall vote all of their shares of Equity Securities, and shall take all other necessary actions within their control (whether in their capacity as a shareholder, director, or officer of the Company or otherwise), including,
without limitation, calling meetings, attending meetings, executing a proxy to vote at any meeting and executing written consents, in order to ensure that the size of the Board of Directors shall be set at six (6) directors.” 

2. Capitalized Terms. Capitalized terms used but not otherwise defined in this Amendment shall have the meaning assigned to them in the Rights
Agreement. 

  
 1 

 3. Entire Agreement and Modification. The Rights Agreement together with this Amendment constitute the
entire understanding and agreement among the parties with respect to the subject matter thereof and hereof and no party shall be liable or bound to any other in any manner by any oral or written representations, warranties, covenants and agreements
except as specifically set forth therein and herein. Except as modified by this Amendment, the Rights Agreement shall remain in full force and effect in all respects without any modification. This Amendment shall become effective when executed and
delivered by the Company and the Requisite Holders as provided under Section 9.4 of the Rights Agreement. 
 4. Governing Law. This Amendment
shall be governed in all respects by the internal laws of the State of California, without reference to principles of choice of law. 
 5.
Counterparts. This Amendment may be executed in any number of counterparts, each of which shall be enforceable against the parties actually executing such counterparts, and all of which together shall constitute one instrument. 

[REMAINDER OF THIS PAGE INTENTIONALLY LEFT BLANK] 

  
 2 

 IN WITNESS WHEREOF, each of the undersigned has duly executed this Amendment No. 1
to Investor Rights Agreement as of the date first set forth above. 
  

			
	Company:
	
	TubeMogul, Inc.
		
	By:	 	 /s/ Brett Wilson

		 	Brett Wilson
		 	CEO
	
	Common Holders:
	
	 /s/ Brett Wilson

	Brett Wilson
	
	 /s/ John Hughes

	John Hughes
	
	 /s/ Jason Lopatecki

	Jason Lopatecki
	
	 /s/ Adam Rose

	Adam Rose
	
	 /s/ Mike Mansell

	Mike Mansell

 COUNTERPART SIGNATURE PAGE TO AMENDMENT NO. 1 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

			
	INVESTORS:
	
	NCD Partners VII, L.P.
	
	By: NCD Management VII, L.L.C, its General Partner
		
	By:	 	 /s/ Authorized Signatory

		
	Title:	 	 /s/ Managing Director

  

			
	NCD SWIB, L.P.
	
	By: NCD Management VII, L.L.C, its General Partner
		
	By:	 	 /s/ Authorized Signatory

		
	Title:	 	 /s/ Managing Director

 COUNTERPART SIGNATURE PAGE TO AMENDMENT NO. 1 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

 
			
	INVESTORS:
	
	NCD SWIB Opportunities, L.P.
	
	By: NCD SWIB Management, LLC, its General Partner
		
	By:	 	 /s/ Authorized Signatory

		
	Title:	 	 /s/ Managing Director

 COUNTERPART SIGNATURE PAGE TO AMENDMENT NO. 1 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

 
			
	INVESTORS:
	
	FOUNDATION CAPITAL VI, L.P.
		
	By:	 	Foundation Capital Management Co. VI, LLC
		
	By:	 	 /s/ Authorized Signatory

		 	Manager
	
	FOUNDATION CAPITAL VI PRINCIPALS FUND, LLC
		
	By:	 	Foundation Capital Management Co. VI, LLC
		
	By:	 	 /s/ Authorized Signatory

		 	Manager

 COUNTERPART SIGNATURE PAGE TO AMENDMENT NO. 1 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

 
			
	INVESTORS:
	
	TRINITY VENTURES X, L.P.
	TRINITY X SIDE-BY-SIDE FUND, L.P.
	TRINITY X ENTREPRENEURS’ FUND, L.P.
	Delaware Limited Partnerships
		
	By:	 	TRINITY TVL X, LLC,
	A Delaware limited liability company
	Their General Partner
		
	By:	 	 /s/ Authorized Signatory

		
	Its:	 	 Member

 TUBEMOGUL, INC. 

AMENDMENT NO. 2 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 

This Amendment No. 2 to Amended and Restated Investor Rights Agreement (this “Amendment”), dated as of
October 23, 2013, is entered into by and among TubeMogul, Inc., a California corporation (the “Company”), the undersigned holders of Common Stock of the Company (the “Common Holders”), and the
undersigned holders of Series A Preferred Stock (the “Series A Stock”), Series A-1 Preferred Stock (the “Series A-1 Stock”), Series B Preferred Stock (the “Series B
Stock”) and Series C Preferred Stock (the “Series C Stock”) of the Company (the “Holders” or the “Investors”). 

WHEREAS, the Company, the Common Holders, and the Investors are parties to that certain Amended and Restated Investor Rights Agreement dated
as of December 10, 2012 (the “Rights Agreement”). Capitalized terms used but not otherwise defined herein shall have the meaning assigned to them in the Rights Agreement. 

WHEREAS, the Company and certain of its shareholders now desire to increase the number of directors constituting the Company’s Board of
Directors (the “Board”) from six (6) directors to seven (7) directors, and to appoint Jack Lazar as a director to the newly created vacant seat on the Board. 

WHEREAS, Section 6.1 of the Rights Agreement currently provides that the size of the Board shall be set at six (6) directors, and
Section 9.4 of the Rights Agreement requires the written consent of the Company and the Requisite Holders to amend Section 6.1 of the Rights Agreement. 

NOW, THEREFORE, in consideration of the foregoing, and for other good and valuable consideration, the receipt and sufficiency of which are
hereby acknowledged, the Company, the Common Holders and the Holders (such Holders collectively constituting the Requisite Holders), intending to be legally bound, agree as follows: 

1. Amendment and Restatement of Section 6.1. Section 6.1 of the Rights Agreement is hereby amended and restated to read in its entirety as
follows: 
 “6.1 Size of Board. Each of the Holders and Common Holders (collectively, the “Voting
Parties”) shall vote all of their shares of Equity Securities, and shall take all other necessary actions within their control (whether in their capacity as a shareholder, director, or officer of the Company or otherwise), including,
without limitation, calling meetings, attending meetings, executing a proxy to vote at any meeting and executing written consents, in order to ensure that the size of the Board of Directors shall be set at seven (7) directors.” 

2. Capitalized Terms. Capitalized terms used but not otherwise defined in this Amendment shall have the meaning assigned to them in the Rights
Agreement. 

  
 1 

 3. Entire Agreement and Modification. The Rights Agreement together with this Amendment constitute the
entire understanding and agreement among the parties with respect to the subject matter thereof and hereof and no party shall be liable or bound to any other in any manner by any oral or written representations, warranties, covenants and agreements
except as specifically set forth therein and herein. Except as modified by this Amendment, the Rights Agreement shall remain in full force and effect in all respects without any modification. This Amendment shall become effective when executed and
delivered by the Company and the Requisite Holders as provided under Section 9.4 of the Rights Agreement. 
 4. Governing Law. This Amendment
shall be governed in all respects by the internal laws of the State of California, without reference to principles of choice of law. 
 5.
Counterparts. This Amendment may be executed in any number of counterparts, each of which shall be enforceable against the parties actually executing such counterparts, and all of which together shall constitute one instrument. 

[REMAINDER OF THIS PAGE INTENTIONALLY LEFT BLANK] 

  
 2 

 IN WITNESS WHEREOF, each of the undersigned has duly executed this Amendment No. 2
to Investor Rights Agreement as of the date first set forth above. 
  

			
	Company:
	
	TubeMogul, Inc.
		
	By:	 	 /s/ Brett Wilson

		 	Brett Wilson
		 	CEO
	
	Common Holders:
	
	 /s/ Brett Wilson

	Brett Wilson
	
	 /s/ John Hughes

	John Hughes
	
	 /s/ Jason Lopatecki

	Jason Lopatecki
	
	 /s/ Adam Rose

	Adam Rose
	
	  

	Mike Mansell

 COUNTERPART SIGNATURE PAGE TO AMENDMENT NO. 2 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

			
	INVESTORS:
	
	NCD Partners VII, L.P.
	
	By: NCD Management VII, L.L.C, its General Partner
		
	By:	 	 /s/ Authorized Signatory

		
	Title:	 	 Managing Director

	
	NCD SWIB, L.P.
	
	By: NCD Management VII, L.L.C, its General Partner
		
	By:	 	 /s/ Authorized Signatory

		
	Title:	 	 Managing Director

 COUNTERPART SIGNATURE PAGE TO AMENDMENT NO. 2 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

 
			
	INVESTORS:
	
	NCD SWIB Opportunities, L.P.
	
	By: NCD SWIB Management, LLC, its General Partner
		
	By:	 	 /s/ Authorized Signatory

		
	Title:	 	 Managing Director

 COUNTERPART SIGNATURE PAGE TO AMENDMENT NO. 2 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

 
			
	INVESTORS:
	
	FOUNDATION CAPITAL VI, L.P.
		
	By:	 	Foundation Capital Management Co. VI, LLC
		
	By:	 	 /s/ Authorized Signatory

		 	Manager
	
	FOUNDATION CAPITAL VI PRINCIPALS FUND, LLC
		
	By:	 	Foundation Capital Management Co. VI, LLC
		
	By:	 	 /s/ Authorized Signatory

		 	Manager

 COUNTERPART SIGNATURE PAGE TO AMENDMENT NO. 2 TO 

AMENDED AND RESTATED INVESTOR RIGHTS AGREEMENT 
  

			
	INVESTORS:
	
	TRINITY VENTURES X, L.P.
	TRINITY X SIDE-BY-SIDE FUND, L.P.
	TRINITY X ENTREPRENEURS’ FUND, L.P.
	Delaware Limited Partnerships
		
	By:	 	TRINITY TVL X, LLC,
	A Delaware limited liability company
	Their General Partner
		
	By:	 	 /s/ Authorized Signatory

		
	Its:	 	 General PartnerEX-4.3

 Exhibit 4.3 

THIS WARRANT AND THE SHARES ISSUABLE HEREUNDER HAVE NOT BEEN REGISTERED UNDER THE SECURITIES ACT OF 1933, AS AMENDED (THE “ACT”), OR THE SECURITIES
LAWS OF ANY STATE AND, EXCEPT AND PURSUANT TO THE PROVISIONS OF ARTICLE 5 BELOW, MAY NOT BE OFFERED, SOLD OR OTHERWISE TRANSFERRED, PLEDGED OR HYPOTHECATED UNLESS AND UNTIL REGISTERED UNDER SAID ACT AND APPLICABLE STATE SECURITIES LAW OR, IN THE
OPINION OF LEGAL COUNSEL IN FORM AND SUBSTANCE SATISFACTORY TO THE ISSUER OF THESE SECURITIES, SUCH OFFER, SALE OR TRANSFER, PLEDGE OR HYPOTHECATION IS EXEMPT FROM REGISTRATION. 

WARRANT TO PURCHASE STOCK 
  

			
	Company:	  	TUBEMOGUL, INC., a California corporation
	Number of Shares:	  	154,321
	Class of Stock:	  	Series A-1 Preferred
	Warrant Price:	  	$0.4374 per share
	Issue Date:	  	March 9, 2010
	Expiration Date:	  	The 10th anniversary after the Issue Date
	Credit Facility:	  	This Warrant is issued in connection with the Term Loans referenced in the Loan and Security Agreement between Company and Silicon Valley Bank dated March 9, 2010.

 THIS WARRANT CERTIFIES THAT, for good and valuable consideration, SILICON VALLEY BANK (Silicon Valley Bank,
together with any registered holder from time to time of this Warrant or any holder of the shares issuable or issued upon exercise of this Warrant, “Holder”) is entitled to purchase the number of fully paid and nonassessable shares of the
class of securities (the “Shares”) of the Company at the Warrant Price, all as set forth above and as adjusted pursuant to Article 2 of this Warrant, subject to the provisions and upon the terms and conditions set forth in this Warrant.

 ARTICLE 1. EXERCISE. 
 1.1 Method
of Exercise. Holder may exercise this Warrant by delivering a duly executed Notice of Exercise in substantially the form attached as Appendix 1 to the principal office of the Company. Unless Holder is exercising the conversion right set forth in
Article 1.2, Holder shall also deliver to the Company a check, wire transfer (to an account designated by the Company), or other form of payment acceptable to the Company for the aggregate Warrant Price for the Shares being purchased. 

1.2 Conversion Right. In lieu of exercising this Warrant as specified in Article 1.1, Holder may from time to time convert this
Warrant, in whole or in part, into a number of Shares determined by dividing (a) the aggregate fair market value of the Shares or other securities otherwise issuable upon exercise of this Warrant minus the aggregate Warrant Price of such Shares
by (b) the fair market value of one Share. The fair market value of the Shares shall be determined pursuant to Article 1.3. 

  
 1 

 1.3 Fair Market Value. If the Company’s common stock is traded in a public market and
the Shares are common stock, the fair market value of each Share shall be the closing price of a Share reported for the business day immediately before Holder delivers its Notice of Exercise to the Company (or in the instance where the Warrant is
exercised immediately prior to the effectiveness of the Company’s initial public offering, the “price to public” per share price specified in the final prospectus relating to such offering). If the Company’s common stock is
traded in a public market and the Shares are preferred stock, the fair market value of a Share shall be the closing price of a share of the Company’s common stock reported for the business day immediately before Holder delivers its Notice of
Exercise to the Company (or, in the instance where the Warrant is exercised immediately prior to the effectiveness of the Company’s initial public offering, the initial “price to public” per share price specified in the final
prospectus relating to such offering), in both cases, multiplied by the number of shares of the Company’s common stock into which a Share is convertible. If the Company’s common stock is not traded in a public market, the Board of
Directors of the Company shall determine fair market value in its reasonable good faith judgment. 
 1.4 Delivery of Certificate and New
Warrant. Promptly after Holder exercises or converts this Warrant and, if applicable, the Company receives payment of the aggregate Warrant Price, the Company shall deliver to Holder certificates for the Shares acquired and, if this Warrant has
not been fully exercised or converted and has not expired, a new Warrant representing the Shares not so acquired. 
 1.5 Replacement of
Warrants. On receipt of evidence reasonably satisfactory to the Company of the loss, theft, destruction or mutilation of this Warrant and, in the case of loss, theft or destruction, on delivery of an indemnity agreement reasonably satisfactory
in form and amount to the Company or, in the case of mutilation on surrender and cancellation of this Warrant, the Company shall execute and deliver, in lieu of this Warrant, a new warrant of like tenor. 

1.6 Treatment of Warrant Upon Acquisition of Company. 

1.6.1 “Acquisition”. For the purpose of this Warrant, “Acquisition” means any sale, exclusive license, or other
disposition of all or substantially all of the assets of the Company to a third party that is not an Affiliate, or any reorganization, consolidation, or merger of the Company where the holders of the Company’s securities before the transaction
beneficially own less than 50% of the outstanding voting securities of the surviving entity after the transaction. 
 1.6.2 Treatment of
Warrant at Acquisition. 
 A) Upon the written request of the Company, Holder agrees that, in the event of an Acquisition that is not a True Asset Sale
(as defined below) and in which the sole consideration is cash and/or publicly traded securities, either (a) Holder shall exercise its conversion or purchase right under this Warrant and such exercise will be deemed effective immediately prior
to the consummation of such Acquisition or (b) if Holder elects not to exercise the Warrant, this Warrant will expire upon the consummation of such Acquisition. The Company shall provide Holder with written notice of its request relating to the
foregoing (together with such reasonable information as Holder may request in connection with such contemplated Acquisition giving rise to such notice), 

  
 2 

 
which is to be delivered to Holder not less than ten (10) days prior to the closing of the proposed Acquisition. 

B) Upon the written request of the Company, Holder agrees that, in the event of an Acquisition that is an “arms length” sale of all or substantially
all of the Company’s assets (and only its assets) to a third party that is not an Affiliate (as defined below) of the Company (a “True Asset Sale”), either (a) Holder shall exercise its conversion or purchase right under this
Warrant and such exercise will be deemed effective immediately prior to the consummation of such Acquisition or (b) if Holder elects not to exercise the Warrant, this Warrant will continue until the Expiration Date if the Company continues as a
going concern following the closing of any such True Asset Sale. The Company shall provide Holder with written notice of its request relating to the foregoing (together with such reasonable information as Holder may request in connection with such
contemplated Acquisition giving rise to such notice), which is to be delivered to Holder not less than ten (10) days prior to the closing of the proposed Acquisition. 

C) In the event of an Acquisition by a private company that is not a True Asset Sale or does not meet the conditions of subsection (A) above, the Company
will use commercially reasonable efforts to cause the successor entity to assume the obligations under this Warrant, but where the successor entity declines to assume the obligations under this Warrant and Holder declines to exercise its Warrant
immediately prior to and contingent upon the closing of such Acquisition, the Company shall have the right, at its option and upon notice to the Holder, to purchase the unexercised portion of this Warrant for cash upon closing of such Acquisition in
an amount equal to 200% of the aggregate Warrant Price for the number of Shares for which this Warrant is then exercisable. 
 D) Upon the closing of any
Acquisition other than those particularly described in subsections (A), (B) and (C) above, the successor entity shall assume the obligations of this Warrant, and this Warrant shall be exercisable for the same securities, cash, and property
as would be payable for the Shares issuable upon exercise of the unexercised portion of this Warrant as if such Shares were outstanding on the record date for the Acquisition and subsequent closing. The Warrant Price and/or number of Shares shall be
adjusted accordingly. 
 As used herein “Affiliate” shall mean any person or entity that owns or controls directly or indirectly ten
(10) percent or more of the stock of Company, any person or entity that controls or is controlled by or is under common control with such persons or entities, and each of such person’s or entity’s officers, directors, joint venturers
or partners, as applicable. 
 ARTICLE 2. ADJUSTMENTS TO THE SHARES. 

2.1 Stock Dividends, Splits, Etc. If the Company declares or pays a dividend on the Shares payable in common stock, or other
securities, then upon exercise of this Warrant, for each Share acquired, Holder shall receive, without cost to Holder, the total number and kind of securities to which Holder would have been entitled had Holder owned the Shares of record as of the
date the dividend occurred. If the Company subdivides the Shares by reclassification or otherwise into a greater number of shares or takes any other action which increase the amount of stock into which the Shares are convertible, the number of
shares purchasable hereunder shall be 

  
 3 

 
proportionately increased and the Warrant Price shall be proportionately decreased. If the outstanding shares are combined or consolidated, by reclassification or otherwise, into a lesser number
of shares, the Warrant Price shall be proportionately increased and the number of Shares shall be proportionately decreased. 
 2.2
Reclassification, Exchange, Combinations or Substitution. Upon any reclassification, exchange, substitution, or other event that results in a change of the number and/or class of the securities issuable upon exercise or conversion of this
Warrant, Holder shall be entitled to receive, upon exercise or conversion of this Warrant, the number and kind of securities and property that Holder would have received for the Shares if this Warrant had been exercised immediately before such
reclassification, exchange, substitution, or other event. Such an event shall include any automatic conversion of the outstanding or issuable securities of the Company of the same class or series as the Shares to common stock pursuant to the terms
of the Company’s Articles of Incorporation upon the closing of a registered public offering of the Company’s common stock. The Company or its successor shall promptly issue to Holder an amendment to this Warrant setting forth the number
and kind of such new securities or other property issuable upon exercise or conversion of this Warrant as a result of such reclassification, exchange, substitution or other event that results in a change of the number and/or class of securities
issuable upon exercise or conversion of this Warrant. The amendment to this Warrant shall provide for adjustments which shall be as nearly equivalent as may be practicable to the adjustments provided for in this Article 2 including, without
limitation, adjustments to the Warrant Price and to the number of securities or property issuable upon exercise of the new Warrant. The provisions of this Article 2.2 shall similarly apply to successive reclassifications, exchanges, substitutions,
or other events. 
 2.3 Adjustments for Diluting Issuances. The Warrant Price and the number of Shares issuable upon exercise of this
Warrant or, if the Shares are preferred stock, the number of shares of common stock issuable upon conversion of the Shares, shall be subject to adjustment, from time to time in the manner set forth in the Company’s Articles of Incorporation as
if the Shares were issued and outstanding on and as of the date of any such required adjustment. The provisions set forth for the Shares in the Company’s Articles of Incorporation relating to the above in effect as of the Issue Date may not be
amended, modified or waived, without the prior written consent of Holder unless such amendment, modification or waiver affects the rights associated with the Shares in the same manner as such amendment, modification or waiver affects the rights
associated with all other shares of the same series and class as the Shares granted to Holder. 
 2.4 No Impairment. The Company
shall not, by amendment of its Articles of Incorporation or through a reorganization, transfer of assets, consolidation, merger, dissolution, issue, or sale of securities or any other voluntary action, avoid or seek to avoid the observance or
performance of any of the terms to be observed or performed under this Warrant by the Company, but shall at all times in good faith assist in carrying out of all the provisions of this Article 2 and in taking all such action as may be necessary or
appropriate to protect Holder’s rights under this Article against impairment. The foregoing notwithstanding, the Company shall not have been deemed to have impaired Holder’s rights hereunder: (i) if it amends its Articles of
Incorporation, or the holders of the Company’s preferred stock waive rights thereunder, in a manner that does not affect the Shares differently from the effect that such amendments or 

  
 4 

 
waivers have generally on the rights, preferences, privileges or restrictions of the other shares of the same class of stock, or (ii) if the Company, through a reorganization, transfer of
assets, consolidation, merger, dissolution, issue, or sale of securities or any other voluntary action, affects Holder’s rights hereunder in a manner that does not affect the Shares differently from the effect that such transactions have
generally on the rights, preferences, privileges or restrictions of the other shares of the same class of stock. 
 2.5 Fractional
Shares. No fractional Shares shall be issuable upon exercise or conversion of this Warrant and the number of Shares to be issued shall be rounded down to the nearest whole Share. If a fractional share interest arises upon any exercise or
conversion of the Warrant, the Company shall eliminate such fractional share interest by paying Holder the amount computed by multiplying the fractional interest by the fair market value of a full Share. 

2.6 Certificate as to Adjustments. Upon each adjustment of the Warrant Price, the Company shall promptly notify Holder in writing, and,
at the Company’s expense, promptly compute such adjustment, and furnish Holder with a certificate of its Chief Financial Officer setting forth such adjustment and the facts upon which such adjustment is based. The Company shall, upon written
request, furnish Holder a certificate setting forth the Warrant Price in effect upon the date thereof and the series of adjustments leading to such Warrant Price. 

ARTICLE 3. REPRESENTATIONS AND COVENANTS OF THE COMPANY. 

3.1 Representations and Warranties. The Company represents and warrants to Holder as follows: 

(a) The initial Warrant Price referenced on the first page of this Warrant is not greater than (i) the price per share at which the
Shares were last issued in an arms-length transaction in which at least $500,000 of the Shares were sold and (ii) the fair market value of the Shares as of the date of this Warrant. 

(b) All Shares which may be issued upon the exercise of the purchase right represented by this Warrant, and all securities, if any, issuable
upon conversion of the Shares, shall, upon issuance, be duly authorized, validly issued, fully paid and nonassessable, and free of any liens and encumbrances except for restrictions on transfer provided for herein or under applicable federal and
state securities laws. 
 (c) The Company’s capitalization table attached hereto as Schedule 1 is true and complete as of the
Issue Date. 
 3.2 Notice of Certain Events. If the Company proposes at any time (a) to declare any dividend or distribution
upon any of its stock, whether in cash, property, stock, or other securities and whether or not a regular cash dividend; (b) to offer for sale any shares of the Company’s capital stock (or other securities convertible into such capital
stock), other than (i) pursuant to the Company’s stock option or other compensatory plans, (ii) in connection with commercial credit arrangements or equipment financings, or (iii) in connection with strategic transactions for
purposes other than capital raising; (c) to effect any reclassification or recapitalization of any of its stock; (d) to merge or consolidate with or into any other corporation, or sell, lease, license, or convey all or substantially all of
its assets, or to liquidate, dissolve or wind up; or (e) offer 

  
 5 

 
holders of registration rights the opportunity to participate in an underwritten public offering of the Company’s securities for cash, then, in connection with each such event, the Company
shall give Holder: (1) at least 10 days prior written notice of the date on which a record will be taken for such dividend, distribution, or subscription rights (and specifying the date on which the holders of common stock will be entitled
thereto) or for determining rights to vote, if any, in respect of the matters referred to in (a) and (b) above; (2) in the case of the matters referred to in (c) and (d) above at least 10 days prior written notice of the
date when the same will take place (and specifying the date on which the holders of common stock will be entitled to exchange their common stock for securities or other property deliverable upon the occurrence of such event); and (3) in the
case of the matter referred to in (e) above, the same notice as is given to the holders of such registration rights. Company will also provide information requested by Holder reasonably necessary to enable Holder to comply with Holder’s
accounting or reporting requirements. 
 3.3 Registration Under Securities Act of 1933, as amended. The Company agrees that the
Shares or, if the Shares are convertible into common stock of the Company, such common stock, shall have certain “piggyback” and “S-3” registration rights pursuant to and as set forth in Sections 2.2 and 2.3 of the Company’s
Amended and Restated Investor Rights Agreement dated as of March 23, 2009, as it may be amended from time to time (the “Investor Rights Agreement”). Holder agrees to be bound by the “Market Stand Off Agreement” set forth in
Section 2.10 of the Investor Rights Agreement, and the “Drag Along Rights” set forth in Section 5 of the Investor Rights Agreement (to the extent that Holder owns capital stock of the Company through the exercise or conversion of
this Warrant in whole or part). By its execution hereof, and subject to the receipt of any necessary consent to amend the Investor Rights Agreement from the parties thereto, Holder hereby joins the Investor Rights Agreement as an Investor (as
defined in the Investor Rights Agreement) party thereto, provided that Holder’s rights as an Investor thereunder shall not include “demand” registration rights set forth in Section 2.1 of the Investor Rights Agreement. The
provisions set forth in the Investor Right Agreement relating to the above in effect as of the Issue Date may not be amended, modified or waived without the prior written consent of Holder unless such amendment, modification or waiver affects the
rights associated with the Shares in the same manner as such amendment, modification, or waiver affects the rights associated with all other shares of the same series and class as the Shares granted to Holder. 

3.4 No Shareholder Rights. Except as provided in this Warrant, Holder will not have any rights as a shareholder of the Company until
the exercise of this Warrant. 
 ARTICLE 4. REPRESENTATIONS, WARRANTIES OF HOLDER. Holder represents and warrants to the Company as follows: 

4.1 Purchase for Own Account. This Warrant and the securities to be acquired upon exercise of this Warrant by Holder will be acquired
for investment for Holder’s account, not as a nominee or agent, and not with a view to the public resale or distribution within the meaning of the Act. Holder also represents that Holder has not been formed for the specific purpose of acquiring
this Warrant or the Shares. 
 4.2 Disclosure of Information. Holder has received or has had full access to all the information it
considers necessary or appropriate to make an informed 

  
 6 

 
investment decision with respect to the acquisition of this Warrant and its underlying securities. Holder further has had an opportunity to ask questions and receive answers from the Company
regarding the terms and conditions of the offering of this Warrant and its underlying securities and to obtain additional information (to the extent the Company possessed such information or could acquire it without unreasonable effort or expense)
necessary to verify any information furnished to Holder or to which Holder has access. 
 4.3 Investment Experience. Holder
understands that the purchase of this Warrant and its underlying securities involves substantial risk. Holder has experience as an investor in securities of companies in the development stage and acknowledges that Holder can bear the economic risk
of such Holder’s investment in this Warrant and its underlying securities and has such knowledge and experience in financial or business matters that Holder is capable of evaluating the merits and risks of its investment in this Warrant and its
underlying securities and/or has a preexisting personal or business relationship with the Company and certain of its officers, directors or controlling persons of a nature and duration that enables Holder to be aware of the character, business
acumen and financial circumstances of such persons. 
 4.4 Accredited Investor Status. Holder is an “accredited investor”
within the meaning of Regulation D promulgated under the Act. 
 4.5 The Act. Holder understands that this Warrant and the Shares
issuable upon exercise or conversion hereof have not been registered under the Act in reliance upon a specific exemption therefrom, which exemption depends upon, among other things, the bona fide nature of Holder’s investment intent as
expressed herein. Holder understands that this Warrant and the Shares issued upon any exercise or conversion hereof must be held indefinitely unless subsequently registered under the Act and qualified under applicable state securities laws, or
unless exemption from such registration and qualification are otherwise available. 
 ARTICLE 5. MISCELLANEOUS. 

5.1 Term. This Warrant is exercisable in whole or in part at any time and from time to time on or before the Expiration Date. 

5.2 Legends. This Warrant and the Shares (and the securities issuable, directly or indirectly, upon conversion of the Shares, if any)
shall be imprinted with a legend in substantially the following form: 
 THIS WARRANT AND THE SHARES ISSUABLE HEREUNDER HAVE NOT BEEN
REGISTERED UNDER THE SECURITIES ACT OF 1933, AS AMENDED (THE “ACT”), OR THE SECURITIES LAWS OF ANY STATE AND, EXCEPT AND PURSUANT TO THE PROVISIONS OF ARTICLE 5 BELOW, MAY NOT BE OFFERED, SOLD OR OTHERWISE TRANSFERRED, PLEDGED OR
HYPOTHECATED UNLESS AND UNTIL REGISTERED UNDER SAID ACT AND APPLICABLE STATE SECURITIES LAW OR, IN THE OPINION OF LEGAL COUNSEL IN FORM AND SUBSTANCE SATISFACTORY TO THE ISSUER OF THESE SECURITIES, SUCH OFFER, SALE OR TRANSFER, PLEDGE OR
HYPOTHECATION IS EXEMPT FROM REGISTRATION. 

  
 7 

 5.3 Compliance with Securities Laws on Transfer. This Warrant and the Shares issuable upon
exercise of this Warrant (and the securities issuable, directly or indirectly, upon conversion of the Shares, if any) may not be transferred or assigned in whole or in part without compliance with applicable federal and state securities laws by the
transferor and the transferee (including, without limitation, the delivery of investment representation letters and legal opinions reasonably satisfactory to the Company, as reasonably requested by the Company). The Company shall not require Silicon
Valley Bank (“Bank”) to provide an opinion of counsel if the transfer is to Bank’s parent company, SVB Financial Group (formerly Silicon Valley Bancshares), or any other affiliate of Bank. Additionally, the Company shall also not
require an opinion of counsel if there is no material question as to the availability of current information as referenced in Rule 144(c), Holder represents that it has complied with Rule 144(d) and (e) in reasonable detail, the selling broker
represents that it has complied with Rule 144(f), and the Company is provided with a copy of Holder’s notice of proposed sale. 
 5.4
Transfer Procedure. After receipt by Bank of the executed Warrant, Bank will transfer all of this Warrant to SVB Financial Group by execution of an Assignment substantially in the form of Appendix 2. Subject to the provisions of Article 5.3
and upon providing the Company with written notice, SVB Financial Group and any subsequent Holder may transfer all or part of this Warrant or the Shares issuable upon exercise of this Warrant (or the Shares issuable directly or indirectly, upon
conversion of the Shares, if any) to any transferee, provided, however, in connection with any such transfer, SVB Financial Group or any subsequent Holder will give the Company notice of the portion of the Warrant being transferred with the name,
address and taxpayer identification number of the transferee and Holder will surrender this Warrant to the Company for reissuance to the transferee(s) (and Holder if applicable). The Company may refuse to transfer this Warrant or the Shares to any
person who directly competes with the Company, unless, in either case, the stock of the Company is publicly traded. 
 5.5 Notices.
All notices and other communications from the Company to Holder, or vice versa, shall be deemed delivered and effective when given personally or mailed by first-class registered or certified mail, postage prepaid, at such address as may have been
furnished to the Company or Holder, as the case may (or on the first business day after transmission by facsimile) be, in writing by the Company or such Holder from time to time. Effective upon receipt of the fully executed Warrant and the initial
transfer described in Article 5.4 above, all notices to Holder shall be addressed as follows until the Company receives notice of a change of address in connection with a transfer or otherwise: 

SVB Financial Group 
 Attn:
Treasury Department 
 3003 Tasman Drive, HA 200 

Santa Clara, CA 95054 

Telephone: 408-654-7400 

Facsimile: 408-496-2405 
 Notice to the Company
shall be addressed as follows until Holder receives notice of a change in address: 
 TubeMogul, Inc. 

Attn: Chief Executive Officer 

  
 8 

 
1250 53rd Street 
 Emeryville,
CA 94608 
 Telephone:
(510)                     
 Facsimile:
(510) 653-0461 
 5.6 Waiver. This Warrant and any term hereof may be changed, waived, discharged or terminated only by an
instrument in writing signed by the party against which enforcement of such change, waiver, discharge or termination is sought. 
 5.7
Attorneys’ Fees. In the event of any dispute between the parties concerning the terms and provisions of this Warrant, the party prevailing in such dispute shall be entitled to collect from the other party all costs incurred in such
dispute, including reasonable attorneys’ fees. 
 5.8 Automatic Conversion upon Expiration. In the event that, upon the
Expiration Date, the fair market value of one Share (or other security issuable upon the exercise hereof) as determined in accordance with Section 1.3 above is greater than the Warrant Price in effect on such date, then this Warrant shall
automatically be deemed on and as of such date to be converted pursuant to Section 1.2 above as to all Shares (or such other securities) for which it shall not previously have been exercised or converted, and the Company shall promptly deliver
a certificate representing the Shares (or such other securities) issued upon such conversion to Holder. 
 5.9 Counterparts. This
Warrant may be executed in counterparts, all of which together shall constitute one and the same agreement. 
 5.10 Governing Law.
This Warrant shall be governed by and construed in accordance with the laws of the State of California, without giving effect to its principles regarding conflicts of law. 

[Signature page follows.] 

  
 9 

									
	“COMPANY”
				
	TUBEMOGUL, INC.	 		 		 	
					
	By:	 	 /s/ Brett Wilson
	 		 	By:	 	 /s/ John Hughes

					
	Name:	 	 Brett Wilson
	 		 	Name:	 	 John Hughes

		 	(Print)	 		 		 	(Print)
	Title:	 	Chairman of the Board, President or Vice President	 		 	Title:	 	Chief Financial Officer, Secretary, Assistant Treasurer or Assistant Secretary
				
	“HOLDER”	 		 		 	
			
	SILICON VALLEY BANK	 		 	
					
	By:	 	 /s/ Marshall Hawks
	 		 		 	
					
	Name:	 	 Marshall Hawks
	 		 		 	
		 	(Print)	 		 		 	
	Title:	 	 Relationship Manager
	 		 		 	

  
 10 

 APPENDIX 1 

NOTICE OF EXERCISE 

1. Holder elects to purchase                shares of the
Common/Series        Preferred [strike one] Stock of                     pursuant to the terms of the
attached Warrant, and tenders payment of the purchase price of the shares in full. 
 [or] 

1. Holder elects to convert the attached Warrant into Shares/cash [strike one] in the manner specified in the Warrant. This conversion is
exercised for                    of the Shares covered by the Warrant. 

[Strike paragraph that does not apply.] 

2. Please issue a certificate or certificates representing the shares in the name specified below: 

 

					
		 	  
	 	
		 	 Holder’s Name
	 	
			
		 	  
	 	
			
		 	  
	 	
		 	 (Address)
	 	

 3. By its execution below and for the benefit of the Company, Holder hereby restates each of the
representations and warranties in Article 4 of the Warrant as the date hereof. 
  

			
	HOLDER:
	
	  

		
	By:	 	  

		
	Name:	 	  

		
	Title:	 	  

		
	(Date):	 	  

  
 11 

 APPENDIX 2 

ASSIGNMENT 
 For
value received, Silicon Valley Bank hereby sells, assigns and transfers unto 
  

			
	Name:	  	SVB Financial Group
	Address:	  	3003 Tasman Drive (HA-200)
		  	Santa Clara, CA 95054
		
	Tax ID:	  	

 that certain Warrant to Purchase Stock issued by TubeMogul, Inc. (the “Company”), on
            , 2010 (the “Warrant”) together with all rights, title and interest therein. 
  

									
		 		 		 	SILICON VALLEY BANK
					
		 		 		 	By:	 	  

					
		 		 		 	Name:	 	  

					
	Date:	 	  
	 		 	Title:	 	  

By its execution below, and for the benefit of the Company, SVB Financial Group makes each of the representations and warranties set forth in Article 4 of the
Warrant and agrees to all other provisions of the Warrant as of the date hereof. 
  

									
		 		 		 	SVB FINANCIAL GROUP
					
		 		 		 	By:	 	  

					
		 		 		 	Name:	 	  

					
		 		 		 	Title:

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