EFTA01084619.pdf

fillAdFin Investor Overview EFTA01084619 Agenda n What we offer III Executive overview III Technology & product II Go to market >VI r 4IIt t,lt,,,rd. Ww Prill4t IMAdFin 2 EFTA01084620 What We Offer 3 EFTA01084621  Bloomberg brought game-changing transparency to financial markets... AdFin is doing the same for digital media markets. AdFin, a neutral third party, combines powerful analytical tools with a market-wide index to bring transparent price discovery to the entire ad-ecosystem. "'''AdFin 4 EFTA01084622 About AdFin An overview of the company • Official Launch, AdWeek 2013 Agnostic business intelligence data to • Market Index — Industry first build and evangelize the programmatic • Robust data and analytic marketplace visualization • Created by industry leaders and real- • Cross media platform to compare time bidding innovators statistical data with your data • Member of the IAB A.d Fin presence: kriik MediaPost NrittItItese,rd "AdFin 5 EFTA01084623 The AdFin Platform The first independent digital media pricing analytics & data visualization platform to: Provide end-to- Aggregate & Benchmark end market normalize customer pricing data and disparate data performance predictive sets into a against the analysis unified UI market 1.1., _1111AL "AdFin EFTA01084624 The AdFin vision iital media's definitive source for market data n'''' THE BIG PICTURE — IN AN INSTANT • Aggregated, consolidated market data • Neutral and unbiased • Visualize the market at a glance INTELLIGENCE YOU CAN TRUST re] YOUR DATA VS. MARKET DATA • • Benchmark your data next to market data Visual modules provide the ability • make strategy modify.,' on market risights • Inform better, faster business decisions for digital trading • Fast. ad-hoc querying and rich visualizations identify opportunibes in real-time eMF., NIRitISHOWIed 7 EFTA01084625  8 EFTA01084626 Who we are !!HAdFin 9 EFTA01084627  Executive summary The market The company The plan $120B+ global digital Digital media's • Rapid adoption advertising market definitive source for across the media growing at 15%+ market data and ecosystem CAGR analytics • Cross-channel Rapidly shifting to • Founded and led by pricing data across all programmatic buying industry veterans audiences at 70%+ CAGR • Patent pending Build tools to help Opportunity for new proprietary technology customers manage platforms to emerge and grow their business "Online display advertis ng will be a $200 BILLION business globally by 2020."— Eric Schmidt, CEO. Google !!!!AdFin The market: Super fast growing ecosystem — reaching 200 Billion by 2020 The company: Patent pending technology, digital media's source for market data and analytics The plan: rapid market adoption, across all media channels to manage and grow businesses (winner takes all approach) 10 EFTA01084628 AdFin experienced leadership Glassifseds2000. ExciteegHome. MicrosofUNISN. Clad.. NebuAd. Pub/Antic Joanne Houwellng, CEO 79 yew-5,60:u experience (media PabashMg. adlath) Barracuda Networks. GridApp Systems. Adllield (sold to Google), Apple Milan Tanski, CTO 6 yews software engineering experience Organic. FOBi.AdasMicrosofL DGLIOGoogle. Gam Nees. Pubillatic Joy Cavanagh Ross, VP Sales 74 years necks expedence (agency ad sonny. ad!act) Advertising.conVAOL kilediamind. MediaMath Diane Harding, VP Marketing 15 years marketing experience (9 years in ad tech) RoArd Member* Athdearyllearclhlembens Gil Mandetsa: Deutsche Bank. Traiana. ICAP Tim Hanlon: IPG. Pubbcis. Vivaki Jonathan Leidersdorf: L Capnal Alec Bokman: McKinsey & Company. Digilas David Mitchell: Mitchell Holdings Latent Colard: Accenture. Group M Tom Goner: Reuters. Thomson Reuters Air Paparo: Nielson. Google. AppNexus Jeanne Houweling Richard Kirshenbaum: Kirshenbaum & Bond. NSGISWAT Mark Lieberman: About. WT. Hudson Abel. TRA V4Fen NIRolisResenetl CONrIDENTIAL NIAdFin 11 EFTA01084629  Where we are today to•nted Town loran Holsteins • ailment Operations !mad • CO. Nick Koba - Heed 0 a Key hlres:AMOOn1Qmmo414-orector.nortmr Integteticn OtnntOpmtnt • implores •9 t emplorms•S Prodal AppnCitcncOnteletord4011P litoden WYIIIM OtOteCtle 2012 Enioneeting athirst: XtiOno Do Data Soontai Chem Adoption ttodentes 04 let Mew foiConanagli Ross -VP Sots. Odne Product milestone Mauled dalt.nte Q1 2013 Horde,. - VP nittleing • aileblyil•S • II ',Mutt mlitttonet segment targeted notkOotos. client integration Q2 2013 Mattel Index Launch Key hires:At:enc. Metes - Wm./ Sat. Wog Q3 2013 emPkrats• IS (Botinns - Opetitited -3 Ercheennt - SI Sample Clients: Naha traestono: Moto.. Aaron Merits Q12313 ENGAGE ALTITUDE yawl(' Cjilo !!AdFin We are strategically hiring talent at the right time to impact the pipeline to scale the business. Our talent pool will remain consistent with industry veterans capabilities and performance standards. In 12 months we have gone from 3- 15 business, ops, engineering 12 EFTA01084630  Problem solving Market Problem Market Solution Lack of transparency Me digital main martin Index • iroghts and eencsmarens interigence from client and market data Market pncne dummy Powerful data visualtiations and query capabilities 1'0 volume. complex data silos iteaitime performance benchmarking • &tautened data from multiple data sloes ono a single location • Rapd analysu and real time insights Inefficient ad spending Unprecedented business intesgence • Market lamdsnalang might' and price dsceitry to maximize purchase effect/gene% • cannatyn 'veering. arialvsis ana optimization • PredItit•V anatoics Lack of industry standard Development of a common language • Standardizing data set parameters PlAdFin Lack of transparency — The digital media market index High volume, complex data silos — Real-time performance benchmarking Inefficient spending — Unprecedented business intelligence Lack of industry standard — Development of a common language 13 EFTA01084631  Utilizing the platform • focus efforts by quickly identifying areas of weakness and Advanced visualizations strength for supply and demand sources and specific accounts • optimize speed of onboarding new inventory and campaigns; Benchmarldng data identify best performing partners for faster ramp of spend Gap analysis a Floor assessment • • identify underperforming inventory and campaigns and match demand and supply sources more efficiently set realistic floors with publishers by showing price distributions I of similar inventory; better inform private deal pricing ---1 Price distribution • convince publishers to open blocked advertisers by sizing lost opportunity by advertiser category • provide guides for business development towards valuable areas Market comparison of demand and supply !!!!AdFin The AdFin platform provides transparency in the market and across your business. Users of the AdFin platform range from the CEO to the digital media manager. 14 EFTA01084632 ActFin's core competency ■ Trust and neutral and independent platform with end to end pricing Transparency: visibility removes problem of information silos "Big Data" rapid speed, massive volume, disparate information Expertise in sources, both structured and unstructured data insights, Real Time: analytics & alerts Unique data mining, machine learning, pattern recognition, Skill sets: predictive modeling, forecasting & data visualization z:aarn NINIy16 HOW, rd Gore 10.uR.L IMAdFin 15 EFTA01084633 How the platform works !!llAdFin 16 EFTA01084634  The technology Proprietary Database Technology • Store analybcal information about tritons of auctions • Slice and dice market data in seconds (not hours or days) • Customized to the dataset (advertising time series) • Powers the market view and customer view (BI tools) Predictive Analysis (Machine Learning) • Analysis of market and customer datasets • Enables AdFel to build meaningful indexes about segments (display, mobile, video. publish. and advertiser categories. etc.) Forecast seasonal changes in the marketplace Data science Normalization of Disparate Data Sources Builds one common language in the AdFin platform and standardizes pricing across the media ecosystem Enables apptes-to-apples comparisons • How am I doing versus the market? • How am I doing versus my competitive set? C:fill Mot m!AdFin Patent pending Built from the ground up, unique, protected, defensible Standardization Controlled & owned 17 EFTA01084635  Technology workflow VPOR TER ADMPETS USER NORMALISING OPtIlattATICOI BUCKET INTIRVACI LOOS TIZATA ca.° a OPTISTATIOW cosy. reran ear.- SAIFIL MBChB Kuwait, OONTIDENTUL ■AdFin 18 EFTA01084636 Our plan !!HAdFin 19 EFTA01084637  Where we are going - growth multipliers Go To Market 1. 1 x PC MI ng 101 Adoption increase rt of Increase N of customers customers x X 0 Revenue Growth 0 II Buyers x Sellers Brands & Demand Side Platforms Pubs & Supply Side Platforms/Exchanges a Customer Value !!!!AdFin We have 2 core competencies —AdFin Market Index & Data Processing We are agnostic in the marketplace and provide solutions to both the buy and sell side of the ecosystem This will result in powerful brand early adopters, steady revenue growth and value to customers serving the great ecosytem 20 EFTA01084638 We have 3 simple and scalable revenue streams: Data Aggregation, Access by Subscription and Custom Data Mining to meet the needs of various Business Intelligence Solutions in digital media 21 EFTA01084639 Funding Series A: • $4.15M • Private investors plus Cantor Ventures • Closed December 2012 Series B Ask: • $6-10 Million Use of proceeds — scale the business: • Expand sales team — customer acquisition • Marketing expenses - brand awareness • Expand engineering and data science team — new features and functionality • Technology infrastructure • International expansion miAdFin 22 EFTA01084640 Let's Stay in Touch Jeanne Houweling CEO C. O linkedin.ccmicompanyeactlin E. U 'acebook.comtAaFinSolutions 10 East 53rd Street 37th Floor NY NY 10022 0 7,yaor.cornlacIfin immin !!!AdFin 23 EFTA01084641 Thank You !Ia AdFin 24 EFTA01084642  25 EFTA01084643 All of your data: In one place Eliminate multiple systems to gather data, saving time, money and errors Tram! DOB IMC2 Po Mani. DS* o. Prat 5237 Si se SUP Worichsde Seats 'Wm! MSC Is Ws• All Tonain 'JO kr,ressne3 5, b.. Wort.a0 77 L. Crworn One Toluss 44 0/•••••••• BAR Panners S, RMMry war - r ■ Mann Agency 0eµ01 Orin bry 20 COO., imAdFin 26 EFTA01084644 Query pricing by publisher category Discover real time prices for better planning and buying 1, E L • Style and Fashion & Reference $3.47 NM. Nevirs ii•••••••fiCall ••••••••••• Vie 54 40 Careers l•evolan 53.80 !!'!AdFin 27 EFTA01084645  Explore and monitor trends in the market Use data to inform sales strategy, planning and campaign optimization bale moss. *war Cau M Seer Wan, me Us tam r setaramovffili. Inca uand lists • • 1 QM, MIMI • .It ITml••• • MAIO V. 41=1.1 WIIn *R. /AIM POW • ••• •• • .• • In AdFin Comparing pricing and volume for Sports Advertisement on News Publishers across Supply Sources. 28 EFTA01084646  Discover pricing: Historical and real time Understand trends and current values, enabling prediction and accurate forecasting cm an ors.tois as ea !!!!AdFin Understand pricing with time series charts that let you benchmark your performance against the market. 29 EFTA01084647  Benchmark against the market Query any combination of dimensions and see how you perform vs. market • •.s• OalstaCMPYA YIlYMMSMIS901.11M Min 3ightMedia row. 'MONISM ••• •0•• • >MI r 4I It t; 0-11I IAL AdFin Distribution of prices on RightMedia — customer data compared to Market Index. 30 EFTA01084648  See more than just the average ;ampere price and volume distributions to assess opportunities and threats •V iher• glows i=asT t71 I=M1 0 • Ims Oa ON 10/ OS Om% Osna leIle WI, PO Ow realarrolins ••••••••••• N N e • • 9...WIN ••••••••• IeM !!!!AdFin Comparing price distributions for Sports Advertisement on News Publishers across Supply Sources. 31 EFTA01084649 Discover opportunities Find pockets of inexpensive inventory using day part price discovery -• ael ta wartarian••oasis, • • 1 News IIMMY • • • • • -Y • mow mammon • • ra • • • nom • • WINCY• 1 VW MAdFin 32 EFTA01084650 Discover opportunities View pricing and volume by geography for better planning and merchandisinn INS mosso Awe UV la /a Oa Trona iv Lie lam 00 ••••••• akin pi AM ■ a 0 L miAdFin EFTA01084651