OVERVIEW. The Intelligent Impression

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1 PRESS KIT: 2015

2 OVERVIEW Company History Founded in 2011 by Anthony lacovone (founder of Augme Technologies), Josh Walsh and Dogan Aksoy, AdTheorent is a New York-based company that developed the industry s first intelligent Real-Time Bidding (RTB)-enabled mobile ad network. AdTheorent Vision AdTheorent has created an ad network that delivers true real-time impressions to marketers, rather than relying on antiquated bulk impression buys. Using real-time learning methodologies, AdTheorent delivers intelligence-driven and transparent buying that embodies a broad spectrum of publishers, rather than a select set of inventory. AdTheorent has created a second-generation mobile ad network, which integrates premium mobile sites, brand safety, custom execution, and managed services with a data-driven predictive modeling platform that delivers what we call The Intelligent Impression. The Intelligent Impression AdTheorent offers best-in-class mobile ad network services that employ mobile-specific RTB capabilities and sophisticated data-driven targeting (RTLM) which, combined, yield higher conversion rates ( click and post-click ) for advertisers, at a significantly lower cost, and significant new opportunities for publishers. AdTheorent s RTB Approach AdTheorent applies its RTB engine to premium mobile inventory in a way that enables data-driven predictive models to learn and change as data evolves. This optimizes performance with each ad impression served across any mobile device, whether smartphone, tablet, or e-reader. AdTheorent creates intelligent Audience Targeting and Performance Marketing opportunities for advertisers based on an advertiser s need and market dynamics, rather than the perceived supply side value of pre-negotiated blocks of generic ad impressions. AdTheorent delivers premium rates for publishers, based on an impression-by-impression basis for all measurably valuable inventory, regardless of the size of the publisher s inventory pool. AdTheorent Key Executives Anthony Iacovone, Founder and CEO Josh Walsh, Founder and Executive Vice President, Product Dogan Aksoy, Founder and Executive Vice President, Client Services Paul Severini, Executive Vice President, Mobile Media Sales Scott Russo, Managing Partner and Chief Operations Officer James Lawson, Managing Partner and Chief Legal Officer AdTheorent Clients Agencies: Phd, Initiative, M&C Saatchi Mobile, R/GA, Moxie Interactive, Horizon Media Brands: Google, Pepsi, Foot Locker, Amazon.com, Clinique, Comcast, Clorox, Lionsgate Films, hotels.com, NBC Universal, BlueCross Blue Shield, Zillow, audible.com, Coca-Cola, McDonald s, priceline.com, Dell, Nike, Bank of America, Energizer, ABC, P&G, L Oreal

3 ADTHEORENT PRODUCTS AdTheorent s Measurement & Analytics AdTheorent has developed its measurement and analytics product as a way to offer advertisers superior methods for tracking pre and post views, clicks and events across a wide spectrum of mobile advertising tactics. Our solution seamless for mobile users and protective of their privacy. Tracking is a key element in the company s second-generation mobile ad network, provides data-driven modeling, understanding, and optimization based on actions that are beyond the click. AdTheorent has developed a more effective means of modeling post-click events, such as app downloads or product purchases, through both online and offline channels. This provides a more accurate means of measuring consumers post-click results, eliminating traditional frustration for marketers and brands in this arena. Post-click and view analytics provide the real-time data on which the AdTheorent Real Time Learning Machine ad-targeting models are based. AdTheorent s Apptivation As more and more smartphone and tablet apps integrate social sharing, brands have increased their integration of these apps into social campaigns. AdTheorent developed its Apptivation mobile ad unit to help brands connect social-enabled apps within their broader mobile advertising campaigns, and as a first of its kind tool to combat user drop-off following initial download. The Apptivation mobile ad unit features native intelligence that detects and instantly launches a specified app on a user s mobile device, enabling brands and marketers to drive significant user interactivity with their own branded apps or a large number of existing third-party social media apps. Apptivation drives social marketing activity by detecting instantly whether a specified social app is loaded on a user s mobile device, and then launching the app directly to a branded page. If the social app is not yet installed, Apptivation directs the user to an alternate destination, such as the appropriate app store or another mobile destination. Deployment of the Apptivation mobile ad unit has been proven to drive engagement for major brands, including use cases in which 90+% of mobile users who engaged the Apptivation-powered ad unit interacted with the advertiser s app in some fashion.

4 ADTHEORENT PRODUCTS AdTheorent s RTB Mobile Ad Network: How it Works AdTheorent is the world s first truly intelligent Real Time Bidding (RTB)-enabled mobile ad network, powered by a technical platform built from the ground up to address the specific needs of the mobile advertising ecosystem. For advertisers, the result is more precise audience targeting, higher click through rates, post-click engagement and conversion at a lower cost. For publishers, the result is a more effective and fair way to monetize the value of their unique audiences. These results are achieved through AdTheorent s platform and technical infrastructure, which analyze up to 50,000 advertising impressions per second, enriching the impressions with our own data and third party data, and then bidding intelligently on mobile inventory on an impression-by-impression basis, within an advertiser s desired pricing parameters. At the same time, our platform ingests outcome analytics ( click and post-click ) through our Traktion functionality or in conjunction with third-party analytical tools, feeding vast amounts of data to our Real-Time Learning Machine (RTLM) predictive modeling engine. AdTheorent s platform delivers Intelligent Impressions by integrating its 35,000+ mobile inventory sources (and growing) and analyzing 50,000 potential impressions per second based on highly enriched demographic information, behavioral factors, location data, device features, as well as other advertiser-specified targeting criteria. In addition, RTLM analyzes data-enriched ad requests, as well as present and historic post-click engagement and conversion data, to deliver optimal campaign performance. AdTheorent s real-time data mining capabilities and infrastructure are unprecedented in mobile advertising, enabling AdTheorent to develop rules and models from data sets consisting of more than a trillion data variables. Such systemic, data-driven learning capabilities empower AdTheorent to make connections between disparate data elements and human behavior. The output is intelligent predictive models for advertisers who previously possessed raw data without an efficient way to use it.

5 ADTHEORENT PRODUCTS AdTheorent Audience Targeting AdTheorent offers media planners with an RTB platform that delivers the industry s most effective intelligent audience targeting tool. Since market introduction, the AdTheorent RTB platform has enabled campaigns to analyze the audience profile of each potential impression in real time. We then enrich the profile with additional first-party and third-party demographic data (e.g., females between age 29-50), behavioral (e.g., sports enthusiasts), and contextual insight (e.g., keywords and sentiment). In the end, ideal audiences are identified and shown the brand s ad, while less optimal audiences are not shown the same ad. Integrated into our advanced measurement and analytics platform are comprehensive post-campaign brand studies (e.g., Dynamic Logic studies) which help advertisers understand and measure the effectiveness of their awareness campaigns. More importantly, advertisers receive more ROI for their media spend because they only purchase ideal impressions, maximizing the likelihood of user-brand engagement. AdTheorent Performance Marketing Campaigns Pursue Conversations, Not Clicks AdTheorent s RTB Platform and data-driven Real-Time Learning Machine (RTLM) capabilities provide media planners with the industry s most effective tool for intelligent performance marketing. AdTheorent-driven campaigns use the industry s most advanced predictive modeling, powered by the AdTheorent RTLM, to determine the likelihood of conversion for a given ad impression. Users who are more likely to convert are shown the ad, while users who are less likely to convert are not. Our data-driven platform learns from every campaign, ingesting and synthesizing post-click conversion data to refine our predictive modeling for future campaigns.

6 EXECUTIVE BIOS Anthony Iacovone, Founder and CEO A leading voice in the area of mobile technology, Anthony conceptualized and founded Augme Technologies Inc. in The company, which bridged major gaps in mobile marketing technology and distribution strategy, has since grown to a $250 million position. Anthony founded AdTheorent as a next-generation digital ad platform in 2010 to address comparable gaps in digital ad platform technology and distribution. Josh Walsh, Founder and Executive Vice President, Product Josh helped found AdTheorent in 2011, and currently heads up product development for the company. He was previously at Media Contacts, where he worked on the Volvo Cars account and developed ideas for improving DSP, SSP, and RTB systems. He began his career at search marketing start-up Catalyst Online, later acquired by GroupM, and worked on large brands such as Procter & Gamble. Josh graduated from UMass Amherst s Isenberg School of Management with a bachelor s degree in marketing and information technologies studies. Dogan Aksoy, Founder and Executive Vice President, Client Services Dogan oversees AdTheorent s day-to-day advertising operations for its clients. Previously, he worked at Media Contacts and WPP s Mindshare, working closely with various ad networks, demand side platforms, ad exchanges, and trading desks. He helped develop numerous successful direct response campaigns across a wide range of industries. Paul Severini, Executive Vice President, Digital Media Sales Paul has more than 20 years of advertising sales and management experience with top publishing and digital organizations, ranging from Time, Inc. and American Express Publishing to Conde Nast. He was previously Vice President, Advertising Director at Sporting News/Sportingnews. com. He helped launch money.net, the first streaming real-time portfolio tracker, in Scott Russo, Managing Partner & Chief Operations Officer Scott is a seasoned entrepreneur focused on launching and growing new business ventures based on technological innovations in the telecommunications, mobile applications, and new media arenas. His operational experience is diverse, and encompasses strategic planning, finance, product marketing, sales strategy, channel management, client services, and operations. Scott co-founded Augme Mobile in 2008, and subsequently served as COO of the acquiring company for a year before turning his attention back to new ventures. He is a managing partner at Mogility Capital, an operationally-focused fund that transforms early-stage ventures into profitable companies positioned for long-term growth and exit. Mogility is currently the lead investor in AdTheorent, and continues to support the company s aggressive growth strategy. James Lawson, Managing Partner & Chief Legal Officer Jim is an attorney and entrepreneur who specializes in launching, supporting, and monetizing technology and new media organizations. He has served as both general counsel and as an executive at several VC-backed and publicly traded companies. In 1999, he co-founded a web-based sports/entertainment services business and, in 2008, he co-founded Augme Mobile, later serving as chief legal officer and general counsel for Augme Technologies, Inc. Previously, Jim was a partner in the Washington, D.C. office of the law firm McDermott, Will, Emery, LLP, where he represented Fortune 100 companies and growing businesses in both litigation and corporate counseling capacities. He is also a managing partner of Mogility Capital, which is an investor in AdTheorent.