DS9 Document EFTA01084670

1 EFTA01084670 Introduction Provide Customers with Transparent Unbiased Business Analytics and Marketplace Insights Become the Largest Independent Platform in the World for Advertising Analytics & Trading Enablement IP' AdFin o AdFin is an unbiased independent company. It was founded specifically to address the needs of both buyers and sellers of media in the complex online advertising ecosystem. Our mission is to provide customers with unbiased business analytics and marketplace insights o Display and Mobile are undergoing massive disruptions. Some of the key trends that are disrupting the market are real time bidding, audience targeting, growth of mobile and other consumption channels. That disruption is creating a huge opportunity in a $41Bn market that is growing quickly. o Our goal, as I will show you, is to become the largest independent platform in the world for advertising analytics and trading connections. 2 EFTA01084671 Investment Highlights Only independent platform for display & mobile advertising analytics focused on real-time marketplace insights & benchmarks — Alpha Launched — Beta launching late Q2 Enormous market opportunity driven by the growth in online display & mobile advertising and rapid adoption of real-time bidding (RTB) — Display market set to surpass search and grow to 5418n by 2016 — RTB-based spending growing to over 558n by 2016 • integrated platform meets the needs of both media buyers and sellers Experienced management team with demonstrated track record of execution success 1" AdFin o Let me take you through a summary of the opportunity, and then we can dive into the specifics around the market opportunity, our position in the market, our products and services. o We are the only independent player in the market providing both customer centric analytics as well as market wide insights. o We've processed more than 300 million impressions across a portfolio of hundreds of publishers. o We are at an interesting time in the market. Display is set to surpass search as the dominant digital advertising channel. It's a $41bn category by 2016 in the US alone and it is growing at 24% annually. o Automation is a key driver in this massive growth — not just RTB but systems, processes, and people that are designed and experienced in working in a medium at scale with automation in workflow, targeting, monetization, reporting, analytics, etc. o We have built a very sophisticated platform to help advertisers, premium publishers and intermediaries manage their display and mobile business in this environment O Moving forward, we see a huge opportunity to expand and re-define how media is traded in the ecosystem. 3 EFTA01084672 Seasoned Management Team & Board Manne Nouweling CE0 &Cotounder ANCM/Oft/msn t Zgr e PUbMatiC Milen lanskl CM& Go4ourider k3 Ackneld Nkholas Rasa Ul and Node« Design Lead 4,-:, 1,.....M. lonathan Leitendoef Investor; Board of Dimetors .CAPITAL Gil Mandelsis %ard of Directors glå ecAp 4. Tralancr D ~ene Benk Irjl Roy Levner'« Board of Directors 4.1 REUTERS crapi ll:r 0 Reet Tint Manien Advisory Board 1,...r,...., _vivasha, 4, tl be ., is Advisory Board Ake Boltra« — DIGITAS Advisory Board 'aurene Colard IFIIII M nkibaNdanagIng Sannar, Data and Makt. Irl Øn While the company is in its early stages, the management team has had tremendous success: Jeanne Houweling has many successful start up & scaling experiences (sold Classifieds2000 to Excite; scaled Excite to hundreds of MM in revenue in 3 years; built PubMatic from pre revenue to $100M run rate in under 4 years) Milosz Tanski built AdMeld's RTB and Private Exchange products (AdMeld sold to Google for - $400M; built Apple's icloud) Assembled a world class board and advisory board: 4 EFTA01084673 Display Surpassing Search cliglan sigaidisthvaigazione fr Ir su so su Sa• Sal /011 Itt2 nil au I"' AdFin— afar., • 541 Bn market opportunity in next four years - Wray prying 2494annually - a growth rate of watch • Audience targeting and RIB attiacthie to adveitisers - rarallit ROL 'Troyer audience attribution - Ultra ad message reaches rerroi audience • nuked segment projected to significantly outpacii direct segment • proliferation of available PM ad inventory contributes to more efficient monetization of premium publisher inventory edam. .R. /•••••••••••••••000.1.4.•Alrie•••••••••• EFTA01084674 Secular Disruptions in Display Exploding RTBRevenurrin 04 Ste sea AdFin 1 nil nil acs • RTB allows dynamic prising per inlve>: - impravivl yield for putaslwes - Greater campaign eliatocy for advenisces • Direct Sales also taking advantage of ITS - 6%t of totaldirect sales el the US loll be RTII-based by 2015 • Better targeting than non-automated display buying, driving growth in audience targeting • Audience based buying growing &i rate of site-based wore, - site-based (contioluall buying not as precise at reactor% cleared audience • Automation in display advertising is driving growth - Mean technology expands market for brand ads - Bramspend now requires increased accointabilift .6.n...own EFTA01084675 Media Automation Evolution Publisher Direct Ad Networks Ad Excharges DSP/SSI's • R. ry,,, CrtVry .1 MOH • td••• e.. ala Protelem : • ...WO. Me.<Msed • T.0101kMA•M...." • ekiert ..Mary NNe %mart(' MIS aanapreMia,•(At • .1,01, • GMWOraaolbranel, imattol • 4.04.0%,...re.<64,....1 ita•MM • .•••1.4•, :f 4ID 411' yir YX1-1OO! . • I m W w .m..mry • Sm... ma • Lml err...mg.. mborram.m animals • • Plamm..n.P.am , ta.......matem • • Smmel M m asainkm mama • • Too mean kraal* ....maArltrmoma • Memolet • aaralmaa Mama drmOI • matzo ei mama • su,:eiiwee.m..nr. • eiri. e.t.a.. : seen sdatemi newer. ce ad nem.. . : • Minot* latoa • ..+•M mom. ad turn "ma...am ollmrom lirg AdFin - Look at major disruptive trends in digital media buying - Evolution created ecosystem complexity & until introduction of programmatic buying, resulted in price deprecation & brand control challenges - What's unique about trends is focus on advertiser, low investment on pub side, shift to non-guaranteed and science of display, limited neutral players 7 EFTA01084676 II" AdFin I see a big opportunity to help manage the complexity and provide holistic market wide transparency and predictive analytics 8 EFTA01084677 e Tiars. OmSaw— %Me wpp mic I PG — CALMON %an 4i Ip I IMAS CONIC( a , "-, 11 ••-- . 1".dnetiThill III I''''", ....- tag tpt ,"- itiOti ...oev, ,-7 i [repeated 3 times] eltrl 0 ePilttr " ' ..1 "Sp tajda ( x ell gC i p .ii roa•et m et ar p :Pala., ear •••••• ilos m........ PIN I.. OWASSO/2a *rine .'.. MONIS, WWI a t , 'Aar V.I.. W•re.......tr 1.7......fi •— Z. ;ma - O*ov ;4.4-..: It. bow mese . IS a., 4.4.0..... wasc .rye I"' Ad Fin This is the most overused slide in the industry. But it helps to illustrate the complexity & fragmentation of industry Which is where we find our opportunity to simplify, organize and drive growth & efficiencies of media buying and selling 9 EFTA01084678 AdFin: Actionable Analytics for the Entire Ecosystem 1. Advertisers: millions of $$ to reach consumers through many channels; demanding accountability; want a comprehensive view of their business & the performance of their many vendors/partners 2. Agencies are beholden to their advertisers and dependent on their media suppliers and technology partners; lack of trust as evidenced by lack of commitment to a single provider 3. ATD's are programmatic arm who are sorting out tech partners; demand accountability and transparency 4. DSP's SSPs are fighting for market share from their respective customer base; hungry for marketplace analytics and competitive benchmarks; mistrust of their supply sources 5. Exchanges are facilitators of the transaction without necessarily serving the buy or sell side; lots of data, challenges understanding duplicative sources 6. AppNexus straddles exchanges and DSP's and has its own box 7. Ad Networks are fighting to remain relevant and playing catch up in the automation game. ADFIN HAS AN OPPORTUNITY TO ADDRESS EACH OF THESE SEGMENTS WITH REVENUE GENERATING SOLUTIONS Data providers and DMP's provide interesting partnership opportunities, provided we use caution as they could develop into competitors — more on that later There are also a number of very valuable integration points as we develop the stickiness and scale of our platform, releasing trading connections & functionality 10 EFTA01084679 Ad Fins Target Customers XAXIS CADREONI :7\ VARKX adnetik ( min' Data7Co ate thetradedesk invite media' Sneaaff 11" AdFin I Advertisers, ATD's & Agencies Publishers MIN DSP's & Ad Nets SSP's & Exchanges Obluelcai expiate neustar ., 0 Wm, 4110 msdt AOL YaHOO FOX NEWS PubMatic rubic06 Litidtrcsk Pa* tpenX With over 18 years industry experience, I have deep relations across each of these core customer segments. 11 EFTA01084680 The AdFin Solution a Demendaide Advertisers Agencies & Trading Desks Ad Networks DSPs World Class Client Services Sell-Side Publishers Direct Private Exchanges SSPs Exchanges Actionable Business Insights AdFin o Focus talking points on proprietary tech and intelligence; normalization & standardization of disparate data sets; conversion to common language o Platform stack designed to solve existing client problems, create tremendous stickiness, and enable layering of new features and revenue streams 12 EFTA01084681 Driving Strategy & Spend with Transparency • -1 " vksk-iN ie' Lv•- - AdFin • • - The AdFin dashboard pricing and volume across categories, geos and inventory sources 13 EFTA01084682 Driving Strategy & Spend with Transparency AdFin DMA Maps outline pricing volatility across DMA's - This enables buyers to plan bidding strategy to meet their goals for DMA targeted campaigns - These enable sellers to deploy an inventory pricing strategy to maximize yield for DMA targeted buys 14 EFTA01084683 Driving Strategy & Spend with Transparency a I" AdFin Day Part Maps outline pricing volatility across time of day and day of week - This enables buyers to identify opportunities to maximize efficiency and cost savings - These enable sellers to deploy an inventory pricing strategy to maximize yield 15 EFTA01084684 Growth Plan • Customers: Close Beta partnerships across both buy & sell side Close audience and 3'd party partnerships • Products: — Marketplace Insights & indices Customer analytics & benchmarking Predictive analytics & forecasting tools Market Awareness: Industry Publications & PR Conference speaking & attendance Staffing: Increase from 4 to 20« FT 1" AdFin o Because of where we sit, we are in a great position to take advantage of automation in digital advertising. I'm really excited about our growth opportunities as they are abundant on every dimension. 16 EFTA01084685 17 EFTA01084686