EFTA01084652.pdf

I'' AdFinm EFTA01084652  The AdFin Opportunity Digital Ad Spending "Online display advertising will be a $200 BILLION business globally by 2020." Eric Schmidt - CEO, Google 2010 2011 2012 2013 2014 2015 2016 2053 03 03 AdFin" EFTA01084653  Media Automation Evolution Publisher Direct Ad Networks Ad Exchanges DSP/SSPs • One-to-one sales process • One-to-many sales process • Many-to-many sales process • One-to-one and many-to- • Tight control on brand (offers more reach than • Increased liquidity, higher many sales processes direct) a) • Higher CPMs CPMs than ad networks • Higher CPMs and increased t10 • Typically monetizes at lower • More efficient and inventory yield 4-, rate than direct sold transparent pricing • Greater control of brand and C inventory inventory r13 • Ability to effectively target using a variety of methods • Advertisers can reach desired -O audience 'CC • Transparency VA. appnexus ruthopri msnl Y AHOO?. Advertising.com Ospecifiernedia ..openx rm right PubMatic Google Admeld • Inability to sell out inventory • Lack of transparency leads to • Often contain large amount • Limited by access to quality • Smaller reach advertising on questionable of undesirable inventory inventory at scale; most content • Too complex for publishers platforms only have access to • Limited by size of salesforce unattractive inventory a) • High cost of sales • Channel conflict with direct to connect directly t10 sold • Technical nature of exchange • Many quality publishers do C not put inventory into a) • Poor control over advertisers, often results in need to exchanges or ad networks pricing utilize additional (0 technologies to buy • Remains "black box" _a • Commoditizes inventory U • Threatens further technology with limited • Arbitrage disproportionately commoditization of inventory margin disclosure rewards ad buyers 2013-05-04 Confidential l'" Ad Fin" EFTA01084654  AdFin Market Index The first independent digital media pricing analytics & data visualization platform that does the following: • Aggregates & normalizes disparate customer data sets into a unified UI • Provides end to end market pricing data and predictive analytics • Benchmarks customer data against the market AdFin" EFTA01084655  AdFin's Core Competency Trust and Transparency: neutral and independent platform with end to end pricing visibility removes problem of information silos "Big Data" Expertise in Real time: rapid speed, massive volume, disparate information sources, both structured and unstructured data insights, analytics & alerts Unique Skillsets: data mining, machine learning, pattern recognition, predictive modeling, forecasting & data visualization AdFin" EFTA01084656 Why hasn't AdFin been done before? Real Time Bidding (RTB) has changed the way digital media is purchased, automation & attribution are driving forces Relationships evolving to automation: Historically, personal relationships drove media buying decisions AdFin" EFTA01084657  Platform Features Bloomberg Ai Ad Fin Market Data News Analytics Communication Tools Open Platform 1 Machine Learning Confidential 2013-05-04 ImAdFin- EFTA01084658  AdFin Experienced Leadership Jeanne Houweling, CEO 18 years digital experience (media, publishing, ad tech) Classifieds2000, Excite@Home, Microsoft/MSN, Claria, NebuAd, PubMatic Milosz Tanski, CTO 6 years software engineering experience Barracuda Networks, GridApp Systems, AdMeld (sold to Google), Apple Nicholas Kolba, UI & Product Design 15 years web development, 11 of which in financial services Multex, Thomson, Thomson Reuters Board Members: Advisor Members: Gil Mandelsiz: Deutsche Bank, Traiana, ICAP Tim Hanlon: IPG, Publicis, Vivaki Jonathan Leidersdorf: L Capital Alec Bokman: McKinsey & Company, Digitas David Mitchell: Mitchell Holdings Laurent Colard: Accenture, Group M Tom Glocer: Reuters, Capital One Ari Paparo: Nielsen, Google, AppNexus Jeanne Houweling Richard Kirshenbaum: Kirshenbaum & Bond, NSG/SWAT 2013-05-04 Confidential 11" AdFin EFTA01084659  AdFin: Dashboard .111 AdFin Dashboard Snapshot - Last 7 Days Movers - Last 7 Days APR 28 07:00 PM AVERAGE 1.9 IMPRESSIONS 60297 Top Category Price Movements Asti 1 °cools, +17% +16% .12% *11% -23% Intr.; 6 To ST.crto Poop MIMI; Corna.nsn E... Top State Price Movements Mosaa,no sea +13% +12% +11% +11% -13% .bid Ia1111aSla bens reorth earoina Top Category Impressions Top State Impressions Tee Exchange Impression, Top Exchange Price Movements 6% a% +17% 44% 17% 41% 41% 49% Rion11.1.10 Ad% Cans OW1, 33% at% 20% Al Categores AI State. AI Exchanges 2013-05-04 Confident a" Ad Fin EFTA01084660  AdFin: Price Explorer lil AdFin Dashboard for Last 7 Days. 13.1MM impressions. Average eCP/A. $1.79 Dem Revco Last 7 Days Pubbler Piepay SupOty Ban aleiwihr Dt Ad Unit APR28 06:00 PM AVERAGE 1.86 IMPRESSIONS 70568 •CPM nee 200: 0 11111111..1 2013-05-04 Confidential AdFin EFTA01084661  AdFin: Day Part Discovery Price Discovery Demote Ice Last 30 Days 21.31.11/ Wineskins. Average eCPM: $117 O 0) Dais Range Last 7 Days Publisher Cetegay Sup* Bars Ad LAM S SUNDAY MONDAY SUNDAYS 0 8 PM (EST) TUESDAY Avarap scat 01Si Ammo Ingovesshm 315K WEDNESDAY TOW 13MIM THURSDAY FRIDAY SATURDAY 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 a 5 6 7 9 10 11 Average AM PM I" Ad Fin EFTA01084662  AdFin: Publisher Category Pricing CIE= . I =EN =MI Beauty Fitness n.,. . News SI 76 9 - $1.27 News Avon, knPreselOne. teYn Uncategorized Finance %°"-- $1.95 $1.54 Feed & Drink OIS IN 11.510.I•rsors Internet & Telecom $1.90 - Peg. SOW., Health $1.86 Reference Science 'Cit Pets • Animals • $2.31 Real ESNS) $1.50 * • 2013-05-04 Confidential "AdFin EFTA01084663  Ad Fin: Geo Pricing 2013 U, 04 Confidential I"' AdFin- EFTA01084664  AdFin: Category Trend Reports AdFin Dashboard Price Discovery Market Reports Valved Use( Publisher Category Supply Source Geography ter LaN7 Days. 13.111/11ImpreselormAresege eCPM:$1.79 :: a 0 40 Ad Urvl Heath 456.170 312036 Law & Sovernmem 296.136 Jobs & £0000000 23,823 Foce & Orin& 139095 Books & literature Peeps & Sammy 129.336 Computers & Electra., 121.911 Pets a Amens,. 2013-05-04 (2I I" AdFin- EFTA01084665  Customer Segments Launch Partners: • Technology Platforms: DSP, SSP, Exchange • Agency Trading Desks Roadmap: • Advertisers • Agencies • Publishers • Audience Data Partners • Self Service AdFin" EFTA01084666  AdFin 2013/2014 & Cash Needs Total (S 000) Q1-13 Q2-13 Q3-13 Q4-13 2013 L O1-14 Q.2-14 O3-14 O4-14 Revenue: Subscription 5 59 64 140 314 470 677 1,600 Data Processing 80 385 465 535 987 1,425 1,905 4,853 Set up Fees! Misc - 50 70 120 90 215 181 200 686 Total Revenue 135 514 649 765 1,516 2,076 2,782 7,139 CGS Subscription -. 3 3 15 15 30 50 110 CGS Data Processing - 100 193 293 254 399 536 683 1,872 CGS Set-up - 52 45 97 39 79 66 66 250 Total Cost of Goods - - 152 240 392 308 492 632 799 2,232 Gross Margin (17) 273 257 457 1,024 1,444 1,983 4,907 Gross /twain % NDIW0, 01:91#0! -12% 53% 40% 60% 68% 70% 71% 69% Expenses: Payroll and Consulting Fee 392 584 656 863 2,494 1,189 1,339 1,564 1,639 5,730 Bonus 8, Sales Commission - 4 43 63 109 175 100 125 200 600 T8E, Conferences 15 30 30 40 115 50 75 100 200 425 Data Storage Costs 55 60 ' 75 ' 75 265 100 125 125 150 500 Sampling 8, Other Exp 68 62 57 57 244 75 100 150 175 500 Rent & Office Expenses 27 55 68 70 220 125 125 150 150 550 Legal & Prof (incl recruiting) 14 36 49 120 218 150 150 150 150 600 Total Operating Expenses 571 830 977 1,287 3,665 1,864 2,014 2,364 2,664 8,905 Net Income (Loss) (571) (830) (993) (1,014) (3,408) (1,406) (990) (920) (680) (3,998) Annual Net Burn(cash need) (571) (1,401) (2,394) (3,408) (3,408) (1,406) (2,396) (3,316) (3,997) (3,997) Total Cash from Q2 2013 (830) 1.823) (2.837) 4,243) 1 (5.233) 6,153) 1 (6.834) INC at end of Q (from 5 se ninny 11 17 19 21 21 27 30 32 34 34 L AdFin EFTA01084667  Term Sheet Click here to view term sheet CAI I"' AdFin* EFTA01084668  AdFin Stay Connected www.AdFin.corn In Confidential PI AdFin' EFTA01084669