fillAdFin Investor Overview EFTA01084619 Agenda nWhat we offer IIIExecutive overview IIITechnology & product IIGo 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, Ad Week 2013 • Market Index — Industry first • Robust data and analytic visualization • Cross media platform to compare statistical data with your data A.d Fin presence: NrittItItese,rd Agnostic business intelligence data to build and evangelize the programmatic marketplace • Created by industry leaders and real- time bidding innovators • Member of the IAB kriik MediaPost "AdFin 5 EFTA01084623 The AdFin Platform The first independent digital media pricing analytics & data visualization platform to: Provide end-to- end market pricing data and predictive analysis Aggregate & normalize disparate data sets into a unified UI 1.1.,_1111AL Benchmark customer performance against the market "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 re] INTELLIGENCE YOU CAN TRUST • Inform better, faster business decisions for digital trading • Fast. ad-hoc querying and rich visualizations identify opportunibes in real-time eMF., NIRitISHOWIed YOUR DATA VS. MARKET DATA • Benchmark your data next to market data • Visual modules provide the ability • make strategy modify.,' on market risights 7 EFTA01084625 8 EFTA01084626 Who we are !!HAdFin 9 EFTA01084627 Executive summary The market $120B+ global digital advertising market growing at 15%+ CAGR Rapidly shifting to programmatic buying at 70%+ CAGR Opportunity for new platforms to emerge The company Digital media's definitive source for market data and analytics • Founded and led by industry veterans • Patent pending proprietary technology The plan • Rapid adoption across the media ecosystem • Cross-channel pricing data across all audiences Build tools to help customers manage 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 Joanne Houwellng, CEO Glassifseds2000. ExciteegHome. MicrosofUNISN. Clad.. NebuAd. Pub/Antic 79 yew-5,60:u experience (media PabashMg. ad lath) Milan Tanski, CTO Barracuda Networks. GridApp Systems. Adllield (sold to Google), Apple 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) Diane Harding, VP Marketing Advertising.conVAOL kilediamind. MediaMath 15 years marketing experience (9 years in ad tech) RoArd Member* Gil Mandetsa: Deutsche Bank. Traiana. ICAP Jonathan Leidersdorf: L Capnal David Mitchell: Mitchell Holdings Tom Goner: Reuters. Thomson Reuters Jeanne Houweling V4Fen NIRolisResenetl CONrIDENTIAL Athdearyllearclhlembens Tim Hanlon: IPG. Pubbcis. Vivaki Alec Bokman: McKinsey & Company. Digilas Latent Colard: Accenture. Group M Air Paparo: Nielson. Google. AppNexus Richard Kirshenbaum: Kirshenbaum & Bond. NSGISWAT Mark Lieberman: About. WT. Hudson Abel. TRA NIAdFin 11 EFTA01084629 Where we are today 2012 to•nted Town loran Holsteins • ailment !mad • CO. Nick Koba - Heed 0 a OtnntOpmtnt templorms•S litoden WYIIIM OtOteCtle Enioneeting athirst: XtiOno Do Data Soontai ttodentes 04 Product milestone Mauled dalt.nte Q1 2013 Sample Clients: ENGAGE yawl(' Cjilo Q2 2013 ALTITUDE Q3 2013 Operations Key hlres:AMOOn1Qmmo414-orector.nortmr Integteticn • implores •9 Prodal AppnCitcncOnteletord4011P Chem Adoption let Mew foiConanagli Ross-VP Sots. Odne Horde,. - VP nittleing • aileblyil•S • II ',Mutt mlitttonet segment targeted notkOotos. client integration Mattel Index Launch Key hires:At:enc. Metes - Wm./ Sat. Wog emPkrats• IS (Botinns - Opetitited -3 Ercheennt - SI Naha traestono: Moto.. Aaron Merits Q12313 !!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 Lack of transparency 1'0 volume. complex data silos Inefficient ad spending Lack of industry standard Market Solution Me digital main martin Index • iroghts and eencsmarens interigence from client and market data Market pncne dummy Powerful data visualtiations and query capabilities iteaitime performance benchmarking • &tautened data from multiple data sloes ono a single location • Rapd analysu and real time insights Unprecedented business intesgence • Market lamdsnalang might' and price dsceitry to maximize purchase effect/gene% • cannatyn 'veering. arialvsis ana optimization • PredItit•V anatoics 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 Advanced visualizations • Benchmarldng data • Gap analysis a • Floor assessment • focus efforts by quickly identifying areas of weakness and strength for supply and demand sources and specific accounts optimize speed of onboarding new inventory and campaigns; identify best performing partners for faster ramp of spend identify underperforming inventory and campaigns and match demand and supply sources more efficiently I set realistic floors with publishers by showing price distributions of similar inventory; better inform private deal pricing ---1Price distribution Market comparison • convince publishers to open blocked advertisers by sizing lost opportunity by advertiser category • provide guides for business development towards valuable areas 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 Transparency: neutral and independent platform with end to end pricing visibility removes problem of information silos "Big Data" Expertise in Real Time: Unique Skill sets: rapid speed, massive volume, disparate information sources, both structured and unstructured data insights, analytics & alerts data mining, machine learning, pattern recognition, 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 Ad Fin 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 NORMALISING LOOS TIZATA OPtIlattATICOI SAIFIL MBChB Kuwait, OONTIDENTUL ADM PETS BUCKET ca.° OPTISTATIOW cosy. reran ear.-USER INTIRVACI a ■AdFin 18 EFTA01084636 Our plan !!HAdFin 19 EFTA01084637 Where we are going - growth multipliers 1.1 increase rt of customers x 0 Buyers Brands & Demand Side Platforms PC MI x ng Increase N of customers x X Sellers Pubs & Supply Side Platforms/Exchanges Go To Market 101 Adoption 0 Revenue Growth II 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 O U 0 linkedin.ccmicompanyeactlin 'acebook.comtAaFinSolutions 7,yaor.cornlacIfin immin C. E. 10 East 53rd Street 37th Floor NY NY 10022 !!!AdFin 23 EFTA01084641 Thank You !Ia Ad Fin 24 EFTA01084642 25 EFTA01084643 All of your data: In one place Eliminate multiple systems to gather data, saving time, money and errors Tram! DOB 5237 IMC2 Si se Po Mani. DS* o. Prat kr,ressne3 77 L. bry 20 COO.,All Tonain 5, b.. BAR Panners S,'Wm! SUP Worichsde Seats MSC Is 'JO Toluss RMMry Mann Agency 0eµ01 ■ Cr worn One 44 Wort.a0 0/•••••••• Ws• war - r Orin imAdFin 26 EFTA01084644 Query pricing by publisher category Discover real time prices for better planning and buying 1, E L • Reference $3.47 Style and Fashion Nevirs 54 40 Careers 53.80 & NM. ii•••••••fiCall Vie ••••••••••• l•evolan !!'!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 • QM, MIMI • .It ITml••• • MAIO V. 41=1.1 WI In *R. /AIM POW • 1 • ••• •• • .• • 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. to is 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 0-11 I IAL ••••0•• • >MI r 4I It t; 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 le Ile 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