EFTA00796718.pdf

AD/FIN Powering Next-Generation Media Intelligence Governance I Accountability I Decisioning Update & 2018 Plan Feb 2018 EFTA00796718  Highlights 2017 2018 • First revenue-generating clients (Apr) • 50+ Prospects / Pipeline • Finalized Global Accenture partnership (May) • Deepening Accenture partnership • Built extensive partner network with leading • Expanding Value Prop: Data Lake media consultants, auditors, etc. • Building on WSJ and other PR • Published joint Industry-First Study with ANA/ACA/EBQ (May) Revenue= $1M-$3M Revenue = $447K • Targeting 3x-6x increase • 5% better than plan Net Burn = $1.5-$2.5M Net Burn = $2.7M • Targeting 20-50% improvement • 8% better than plan Cash Needed = —$2.5M In Process/Signed SOW Recently Completed / Upsell L'OREAL DIAGEO AT&T NERSHR1 tr) &Nor; MORO ttO MOEN' C? COLGATE-PALMOLIVE SAMSUNG 2 Signed Per Assembly / AD:BOX Deal (Upsell potential) ASSEMBLY E*TRADE GWORDPRESS PUItC The UPS Store Top Prospects / Pending (Dave 0 gakcien_ TOYOTA 0 2 CAD/FIN. Confidential. All Rights Reserved EFTA00796719  2017 Summary • 2017 • Revenue = $446.8K, 5% better than plan • Net Burn = 8% better than plan (Expenses Mgmt + delayed hiring / backfills till 2018) 2017 Plan vs. Actual PLAN (avg) ACTUAL PLAN VS. ACTUAL As of 09/14/17 As of 12/31/17 REVENUES 425,000 446,800 21,800 5% EXPENSES S 3,400,000 $ 3,180,000 $ (220,000) 6% Core/ Staff & Operating $ 3,080,000 $ 3,080,000 Variable/Revenue Dependent $ 290,000 $ 100,000 % Rev for Expenses 68% 22% NET BURN (by EOY) S (2,975,000) (2,733,200) $ (241,800) 8% Monthly $ (247,917) (227,767) 3 CAD/FIN. Confidential. All Rights Reserved EFTA00796720  2018 Plan (vs 2017) • 2018 Projections • Revenue = $1M-$3M (targeting 3x-6x increase) • Immediate Hiring Priorities • Net Burn = $1.5-$2.5M (targeting 20-50% improvement) • Backfill: Account Manager • Cash Needed = -$2.5M • Backfill: BI/Analytics Lead • Backfill: Sr. Engineer • New: COO/CFO 2018 Proforma vs. 2017 2017 2018 Projections 2018 vs 2017 EOY Actual, Low Base Plan Low — I Base Plan $ 5 $ 5 Change 5 Change % Change 5 Change % Change 5 Change % REVENUES $446,800 $1,000,000 $1,800,000 $3,100,000 $560, 123% 51,350,000 302% $2,653,200 594% EXPENSES $3,180,000 $3,500,000 $3,900,000 $4,500,000 $320, 10% $720,000 23% $1,320,000 42% Core/ Staff & Operating $3.100.00- 53,200,000 $3,200,000 $3,200,000 5100.000 3% 5100.000 3% 5100,000 3% Variable/Revenue Dependent 5100.003 5100,00C $700,000 51,3031300 52C0.00C1 200% 5E00,000 51,200,000 1200% 96 Rev for Variable Expenses 22 % 324 37% 42% NET BURN (by EOY) $(2,733,200) $(2,500,003' $(2,100,000) 5(1,400,000) $230,004 404 $633,204 -23% $1, 333,2001 -49911 FUNDING REQUIRED $(2,620,00011 5(2,520,000) $(2,420,000j 4 CAD/FIN. Confidential. All Rights Reserved EFTA00796721  Clients & Top Prospects REVENUES TIME TO CLOSE APPROVED / SCOPE D BUT NOT SCOPE IN Tim* from lime from ACTUAL FINALIZING SCOPE APPROVED PROCESS IN DISCUSSION Demo to Scope Kickoff to Dau Client 7YPa Penner 2017 2015 Assembly 1100-Contsele $ 3.066 AMC $ 332 CTCA 5 8.457 Diode S 13408 Unman FInenclel 5 540 Owens Owning $ 1,840 Moving a AD 80X • 7 rro-r, PGA FilorKorrelleter Assam,* 5 212 UOsell Morel Pule $ 12.047 Smithll•M $ 2.554 Truth 5 9.850 UPS-Roo:kW Fuel $ 20.752 UPS 4 Tem $ 3.985 Word Prom $ 21.617 Assam • AD:BOX ADBOX $ 10000 $ 120.000 5 months 1.2 wools Campbell -Caner POC/Plot ACTIN 5 5.013 3 motets 3 months mermen POC/Pilot AD/FIN S 33.000 $ nom 3 morels 3 monde T-Mobilo Audit MM' / MI S 28.326 3 (hewn' 2 Monte Moen POC/Pilot AO/FIN 5 54.000 3 'horde 64 Merge Meal Annual POC Monte $ 72.000 S 24.000 3 morn e. Malts UnSawr Europe POC Acconose $ 60.513 $ 121.027 3 morn 2 Monte Samsung Omsullew R3 Walled. S 39.000 2 morels 2 Mond' Mazda • Canada POC / Pilot ADIFIN 1 4.800 3 meths 2 Monte Luxottics POC/Pilot ALWIN S 33.000 2 rams TBO AT&T • Phan 1 Phew I ACTIN S 150,000 t month TOO Coign • Year 1 POC / Pitt 9:14D S 59.100 8 months TOO Diem* - Condo - Phan 1 POC / Plot LA Reba $ 30.000 3 merle TOO Colgate • Year 2 PM r Pilot Spa & 59.100 6 morns MO Gaged, • Canada • Peon 2 Petorg Pi Le Rohe $ 30.000 3 moms TBD AT&T. Phase 2 Penang PI AO/FIN S 175.000 1 month TOO McDonald. POC I Plot Amortise $ 90.030 6 morn TBD Canon POC / Plot ACIIFIN S 75,000 24 monits TOO Olive Garden POC I Plot Mhos S 125.000 24 months TBD Coke -Australia POC/Plot PAC $ somoo 2• monde TOO Toyota Accenue 7 TOO 34 morels TBD Nestle 0G2 T80 3* months TOO Coney ACOSetur0 0 TO T80 34 months MD T-Mobile T80 34 melte TOO vodophon• Accrue T80 34 months TBD Magee UK TOO 3. merge TOO PSG Europe T80 34 months TOD TBO 34 months TOO TBO 3+ months TBD TOTAL S 446.501 S 537.127 S 354.100 $ 230.000 $ • 5 ©AD/FIN. Confidential. All Rights Reserved EFTA00796722  Top Prospects I Pipeline OnUM teed in C et, lac &In Onaimon DIMS Innif 1. 8 1/a&I Prenatal/ letlatv On <bud t In rfc<ots Cloud lagl~ 4, 41%9 4341.)10....... 4, $1.1,201 *~Ø.:+a & 14,89001~Uul 1 Peamoset —&111 y AT&T Huns y C1nWYYY 1104.12frit y LIMY Gnat deal • • fre, KILL Wrø xma 1 ~Wan I 042 y Dt&Wy US I Daitay~ t .t AT&T 1~ y <Ma Pat dal, a At umoYtittl4, NU y 144041 . „.. • rut mlOsalt.r.141,... deal 01.~ MA LNILA &&66.0.11~1 1 y DUYO<wOSP+Nl • Una, a Pstr., ..».&1$ , 1 ta-OtWalhat • a Volta ,1.2lOnde & 1q”. 1 ll lisoetty LAP. :lit .. y War d P.m do$1 & . .,— • & y P&G VS & Cetz.• PL... ...i .. I" Lin. Sal »..u• 1. • ▪ Ton ••&..natt.r.to <en, å ~nil y Non. thy.. & My& Camay has • y S[ • deal • & &legal INK disl Utøt.....16t, I ~LW. I y Ka* due (X. ,••••• t• • • • te,41,641/1,3 Yl.. non det 0 sADO-..kids cat iftgutY MIT Ph.. I Tee [IN deed LW 1,41a4 a' a) 1. Mer» • • C0(01,,IPC,Orle Cer• aa ø 1 Etta Lad« 1 ',Wake& Mae I CCA • a ~tail 1 1JØ it part V.v.'s...I • Tom kite -star° ~writ fl antmdt& tsp. latthfidd I Gap (we tete • & Isl tG SOW/ imptv %MP& • 2 te,letyttcoa.Ptioluen en, & kepi& Canntalame y ~in Wried:Wit • • t&m.-entin&tuteroph. tona Otans(tuota featt*tstba • Lot .1. et, w, nee. I “44 • • tmOnom ttomYY y i V...an a TO Arcing.% & deel ..« cent tel. ee 8 com• due C..whea Sow. Unaza tuan.~1.1.triCafit Y. .bal a Unite, bap. Tall 3 • • focktittn•rpel.~~ deal a ~.w/.mit fit • ......t4A111811/2011' Stirtinsan-~a~Y.C. &ma& : CM 6 ©AD/FIN. Confidential. All Rights Reserved EFTA00796723  Partners Network acceniure pwc ASSEMBLY SQAD.ijl ac mmi ebiquily media 1111 CORT ex 7ia FIRM Ilennep i a 113 WORLDWIDE MEM • MEDIA AARM ALABMATIK &ffnneuiling 7 CAD/FIN. Confidential. All Rights Reserved EFTA00796724  In The News THE WUJ.SIREFFJO(N111. sawow Sr. Nome W.s tJ „A",, -,<- ktir Cp n "'ea MOM haat Wit Magma* ck MIMING NEWS Etount..“ In0.41fig .tKPMG paten /e4 Onnight•NwIl Chiraild MIT coespoing toiseenw rwauwton How One Agency Is 'Frying to Ease Advertisers' Concerns About llansparency O Assemblyenlists the help of ad tech consOtancy AdFin to provideclients with insight into the cost and placement of digital ad buys CONTOFT raw OVA SPOWS0111 O Deloitte 0001wets e wAwein fna Dealt A Pkwe Era for Mobik. RV "Wilt Sened IA•tenn troth/. Ord to th• yetwrtn tem...or( uu nwtd•flochneilog. ha inIII•1.1S-M1 SIMVPI$1004.01. OCCII•eilg.Mattes 201) ta•ol•I•bloCon•••••••••••••••••• •Inetszemilte Ns dike areows ••••••••••••Welsborldifla •••••••• none.. ••••••• %worms awnPow,. cfnrcesoiawn Mete tree 0•I•Itt• -0 • ICOMMENTS Strom buptg agency Assembly is teaming up with advenising techno/ogy consultancy AdFin toshed light on the murky process of digital ad buying—a proclamation to its clients that it has nothing to hide. Assembly, which Is owned by MDC Partners MOCA 2.f. • ho typed to pay On its ad buying clients to use an Adrin product that will make it easier for them to see how much their digital ad inventory actually costs and to verify that the agency didn't mark up the price to make extra profit. In 2016. the Association for National Advertisers commissioned a report that shed light cc the many ways in which buyers and technology vendors were making money throcighcbgitalad buying. The revelations furled fear among marketers that their nencies were collecting cash CAD/FIN. Cc rebates or charging hidden fees without their knowledge. EFTA00796725 Multi-Year View & Break-Even EFTA00796726  Proforma Revenues CY 2015-2023 Revenue Proforma $90,000,000 $80,000,000 $70,000,000 $60,000,000 $50,000,000 $40,000,000 $30,000,000 $20,000,000 $10,000,000 SO 2015 2016 2017 2018 2019 2020 2021 2022 2023 INDICES & INDEX-LINKED 5- $- $- 5- 5- 5150,000 $450,000 $1,350,000 $5,400,000 ▪ CONSULTING/ RESEARCH 5- $- 5- $50,000 5100,000 $300,000 $900,000 $2,700,000 $8,100,000 ■ MEDIA BENCHMARKS 5- $- 5- $50,000 5100,000 5400,000 $1,600,000 $4,800,000 $14,400,000 ■ DATA STORAGE 5- $- 5- $50,000 5118,099 5911,768 $2,083,763 $4,447,503 $9,997,085 ■ ALWAYS-ON / DATA LAKE 5- $- 5- $1,824,768 $4,428,864 $8,468,064 514,902,272 $23,960,713 $35,612,449 ■ PILOTS / DIAGNOSTICS 5- $- $406,438 $1,093,500 $2,470,500 53,442,500 $4,698,000 $6,240,049 $8,083,433 10 ©AD/FIN. Confidential. All Rights Reserved EFTA00796727  Proforma CY 2015-2023 Breakeven Projected for 2019 Proforma M ■ PROFIT/LOSS 2015 5(2,563,982) = 2016 $(3,186,303) M 2017 5(2,779,237) 2018 5(1,448,230) 2019 $1,237,056 N 2020 $5,412,603 I 2021 $12,996,137 1 2022 $26,518,390 2023 $55,714,914 11 CAD/FIN. Confidential. All Rights Reserved EFTA00796728 Expanding Value Prop EFTA00796729  Strategic Roadmap Opportunistic Expansion into 'Data Lake' Deliver for Advertisers Today 201 8 2019 2020 if 1C INDICES & INDEX-LINKE OFFERINGS MEDIA BENCHMARKS, & RESEARCH MEDIA INTELLIGENCE & DECISIONING MEDIA DATA 'LAKE' INTEGRATION/UNIFICATION MEDIA GOVERNANCE & TRANSPARENCY 13 CAD/FIN. Confidential. All Rights Reserved EFTA00796730  2016+ Unlike DMPs and a Data Warehouse, with an AD/FIN Unified Data Lake, you can connect data together from multiple Unified Data Lake Unified sources and channels @ the log level for more robust insights ,r AD/fIN Data Lake: 2014+ The Next Data VVarehotse Enable companies to link structured and unstructured Evolution of 2010, data from multiple sources DATA Multiple Data Sets 0 Media Data Management Enable companies to make REQUIRES Log Level + Metadata Structured & Platform (DMP) Management & sense of structured data from multiple sources FLEXIBILITY Unstructured Data Highly Flexible Intelligence COST Levi DATA Multiple Data Sets USERS Business & Data REQUIRES Structured Data Professionals Ability to segment 1st party BENEFITS FLEXIBILITY Governance data and 3rd party data to Limited • • Scale Intelligence create actionable audiences COST Expensive • • Flexible _M Benchmarks USERS Data Targeting • • • Log Level (where available) • Multiple Sources DATA User Activity Data id Professionals CRM REQUIRES Structured Data BENEFITS CRM POS • • Structured & Unstructured Data Marketing FLEXIBILITY POS • Single Taxonomy Limited Help Desk Marketing • Seamless Synchronization COST Med Help Desk • Oueries in Seconds USERS Business Professionals • Output to DMP, Internal Systems, Other BENEFITS Targeting Evolution • 0.40 *ft ONNICOVI Val. 201 AKIN 14 EFTA00796731  Capture Import StoThSynchronize > Query > Insights AD/FIN Unified `Data Stand Data an Motets( Systems IA AMIN Ulm* Lake' SMorMente Svemetinn elf I Intelligence Data Import. Novmolomt and Lleveed Brand Unified and Private Oats Lake :ma twoioi LAy., Fut mmataa PerevIn • A•nrIn Platform envenoms Robust, Integrated System API Access and Speceslized Pull From Sources. ReperlIng Push To Sources. Connect It All. Tiled Patty Vsne*Mn ProviciOned vender Pune AUXIN 15 EFTA00796732  By capturing, unifying and analyzing structured & unstructured data - at the log level where available - numerous questions can be addressed As ...Marketing Data Help Make Smarter Grows, Marketing & Media Decisions Insights ...Finance Grow Help Manage Media Supply Chain & Vendors Addressing ...IT/Data Help Secure, Control and Manage Questions for: Mission Critical Media & Performance Data Marketing ...Procurement & Legal Finance Help Ensure Contract Compliance, IT/Data Audit Rights and Best-In Class Delivery Procurement Legal More... AD/fIN EFTA00796733 Burn & Cash EFTA00796734  Burn & Cash I 2018 Cash On Hand until —2/28/18 Cash needed to end of the year --$2.5M Burn rates for Plan as below ... 2018 i Q12018 Q2 2018 Q3 2018 Q4 2018 Total Revenues 439,584 651,156 862,728 1,114,800 3,068,268 ash Expenses 956,969 1,226,437 1,151,451 1,152,144 4,487,002 Net Burn (517,385) (575,281) (288,723) (37,344) (1,418,734) pening Cash 376,041 (472,395) (1,361,724) (2,004,995) 376,041 Funds Raised - - - ales Proceeds 308,533 537,108 708,180 960,252 2,514,073 orking Cap/Recievables 200,000 200,000 200,000 200,000 800,000 Ending Cash adjusted for receivables (472,395) (1,361,724) (2,004,995) (2,396,887) (2,396,887) EFTA00796735  2018 Cash Needs/Request • End of Cash On Hand = 2/22/18 • Cash Required thru EOY = -$2.5M 2018 Proforma