Empowering publishers to make informed revenue decisions in real-time

THE ADAPTIVE PLATFORM

Q4 ’19 FUNDRAISE

www.theadaptiveplatform.com
 The Problem:
Digital Publishers Are DYING

• Website users are now a commodity

• “Walled Gardens” (e.g. Facebook, Instagram,

Snapchat and Google etc.) are Pay for Play*

• Revenue reporting is in a summarized and

aggregated format from multiple sources at a
delay of 24 to 72 hours

• No easy insight into who, what, where and how

users generate revenue, or whether they are
profitable or loss making

This is no way to run a business!

Real-time revenue attribution is critical for any
business to grow and survive.

* https://sparktoro.com/blog/how-much-of-googles-search-traffic-is-left-for-anyone-but-themselves/ ** https://twitter.com/Oatmeal/status/923250055540219904
 The Solution:
Agnostic Real-Time Revenue Attribution Platform

Real-Time Dashboard Revenue Attribution

Understand the Value Improve Your
of Your Users Monetization Strategy

Instant access to the analytics Track all your revenue events on a

that indicate which users, micro level so that you can make
content, referral source, UTMs informed decisions about your
and demand sources are demand partners, acquisition
driving your revenue and eCPM. campaigns, editorial calendar,
content distribution, and more.

Real-time insights at the specific page level; Revenue attribution by users, pageview,
no UTMs required referral source, campaigns and more

Empowering publishers to make informed revenue decisions in real-time

 The Solution:
Agnostic Real-Time Revenue Attribution Platform

Content Engagement Insights Audience Extension

Discover Which Content Optimize Your Campaigns
Attracts Premium for Higher ROI
Advertisers
Leverage our real-time tracking
We understand that quality content technology to monitor your content
is the key to your business, so we promotion, audience development,
provide you with specific page- and audience extension campaigns
level data to help you measure the directly against your revenue all in
eCPM and revenue value of the one report
audience who engages with your
content.

Unified header bidding, programmatic Detailed reports of the data sets for
and direct campaign revenue reporting additional in-depth or custom analysis

Empowering publishers to make informed revenue decisions in real-time

 US Header Bidding Adoption, Oct
2017-March 2019
The Solution: % of total HBIX sites*

Market Validation 79.2%

77.8%
78.5%
75.7% 75.5%
75.1%
76.4%
• Global digital ad revenue will surpass $300 73.3% 73.7% 75.6% 75.8%
75.2%
billion in 2019
73.1%
• Over 123k live websites with Prebid javascript
(PBJS), all of which are potential customers Jan Feb Apr May Jun Aug Sep Oct Nov Dec Jan Feb Mar

• Programmatic ad revenue increasing every year US Programmatic Digital Display Ad

Spending, 2016-2021
• We have used Glam.com to develop, test and billions, % change and % of total digital display ad
validate technologies in-house spending*

83.0% 84.9% 86.3%

79.3% 81.0%
• Numerous customers are now live, ranging from 73.0%
2.5 million pageviews/month to >20 million 40.6% 37.5%
48.2%
20.7% 18.1% 15.3%
The Adaptive Platform far exceeds any $25.48 $35.82 $49.23 $59.45 $70.23 $87.50
competition!
2016 2017 2018 2019 2020 2021
Feedback has been extremely positive.
Programmatic digital display ad spending
% change
% of total digital display ad spending

Top Chart: top 1,000 sites that use programmatic to sell ads among Bottom Chart: digital display ads transacted via an API, including everything from publisher-erected APIs to more standardized RTB technology;
Alexa Internet’s top 5,000 sites. Source: Adzerk, Ad Tech Insights – includes native ads and ads on social networks like Facebook and Twitter; includes advertising that appears on desktop/laptop computers,
March ‘19 Report, March 13, 2019. mobile phones, tablets and other internet-connected devices. Source: eMarketer, April 2019.
Business Model:
Freemium

• One free ad unit to monetize on customer’s

website

• Self-serve

• No fees charged to customer

• Collect payments from tens of advertisers instead

of thousands of websites

• Acts as a sales funnel to convert to Premium

 Business Model:
Freemium

• Customers charged $0.50 per 1,000 SaaS Tier Pageviews (PV) Monthly Fee Pageviews Fee/Add'l Pageview
pageviews Monthly Fee $49.99 | PV 100,000 $49.99 100,000 $0.00050

Monthly Fee $199.99 | PV 425,000 $199.99 425,000 $0.00047

• Dedicated account management support Monthly Fee $399.99 | PV 900,000 $399.99 900,000 $0.00044

Monthly Fee $999.99 | PV 2,500,000 $999.99 2,500,000 $0.00040

• Monthly SaaS fee based on volume of
Monthly Fee $1999.99 | PV 6,000,000 $1,999.99 6,000,000 $0.00037
customer’s pageviews, with average est.
Monthly Fee $2499.99 | PV 7,500,000 $2,499.99 7,500,000 $0.00033
at $2,499.99 per month
Monthly Fee $4999.99 | PV 16,000,000 $4,999.99 16,000,000 $0.00031

• Overage fees with lower prices for higher Monthly Fee $9999.99 | PV 36,00,0000 $9,999.99 36,000,000 $0.00028
tiers of pageviews

• Discounts for quarterly and annual

commitments / upfront payment
Financial Model:
Revenue Analysis
Freemium (1x Ad Unit) SaaS (Tiered Pricing / Pageviews)
Average Page Views per Website per Month 250,000 Number of New Monthly Websites per Sales Person 4
eCPM $0.50 Average Pageviews per Website per Month 7,500,000
Average Monthly Revenue per Website $125.00 Average Monthly Revenue per Website $2,499.99
Monthly Client Attrition Rate 5.00% Monthly Client Attrition Rate 7.00%
Monthly Organic Sales Growth 6.00% Monthly Organic Sales Growth 8.00%

Revenue Analysis Q1 '20 Q2 '20 Q3 '20 Q4 '20 2020 2021 2022 2023 2024

Revenue Drivers
Total Marketing Spend w/o personnel $64,000 $111,500 $196,500 $286,500 $658,500 $1,836,000 $1,986,000 $1,986,000 $1,986,000
Marketing Headcount 1 1 1 1 1 3 3 3 3
Sales Headcount 3 3 4 4 4 14 20 26 32
Account Management Headcount 1 1 1 1 1 9 16 26 38

Freemium (1x Ad Unit)

Total Number of Websites 9 43 120 245 245 1,145 2,241 3,477 4,869
Total Freemium Revenue $1,250 $11,205 $34,233 $75,002 $121,691 $1,046,269 $2,591,901 $4,347,400 $6,325,541

SaaS (Tiered Pricing / Pageviews)

Total Number of Websites 5 39 85 136 136 652 1,506 2,746 4,421
Total SaaS Revenue $15,000 $203,928 $512,915 $892,067 $1,623,910 $11,213,220 $31,706,789 $63,158,718 $106,969,957

Total Number of Websites 14 83 205 381 381 1,797 3,747 6,223 9,290
Revenue $16,250 $215,133 $547,148 $967,070 $1,745,601 $12,259,489 $34,298,690 $67,506,118 $113,295,497
Financial Model:
Revenue Analysis
$1.5m fundraise Jan 2020 -> $1.5m fundraise Jun 2020 -> $3.0m fundraise Jan 2021 -> Break even mid 2021

$120,000,000 $113,295,497

$100,000,000

$80,000,000
$67,506,118

$60,000,000
$48,103,570

$40,000,000 $34,298,690
$25,853,654
$20,000,000 $12,259,489 $10,047,051
$1,745,601 $123,569
$0
-$2,269,346
-$20,000,000
2020 2021 2022 2023 2024
Revenue $1,745,601 $12,259,489 $34,298,690 $67,506,118 $113,295,497
Gross Profit $1,030,551 $8,341,629 $23,709,045 $46,894,207 $78,886,720
Expenses $3,299,897 $8,218,060 $13,661,994 $21,040,553 $30,783,150
EBITDA -$2,269,346 $123,569 $10,047,051 $25,853,654 $48,103,570
Cash Balance $815,465 $2,315,178 $9,801,563 $32,072,219 $75,441,367

Revenue Gross Profit Expenses EBITDA Cash Balance

Use of Proceeds: ● 52% Sales & Marketing ● 26% Tech Development & Infrastructure ● 22% G&A
 Competitive Landscape:
The Adaptive Platform Far Exceeds Any Competition

Feature
Display Revenue Reporting X X X X X X
Revenue Reporting by UTM X X X X X X
Revenue Reporting by device type X X X X X X
Agnostic Revenue Attribution By User X
Video Revenue Reporting X X
Real-Time Revenue Reporting (under 2m) X X
Agnostic Revenue Attribution from other sources X
Agnostic Revenue By Referring Domain X
Agnostic Revenue By Landing Page X
Multidimensional Detailed Exportable Reports X
Transactional Level Exportable Reports X
Store both Winning and Losing Auction Bids (where
X
available)
Page Level Triggers On Revenue (third party pixels) X
Cost Attribution X X X
Detailed Semantic Analysis Of Content X
Export Custom Audiences into Third Parity Systems X
Agnostic Revenue Attribution By Author X
Agnostic Revenue Attribution By Custom Field X
Agnostic Revenue Attribution By Journey X
IP Protection:
Patent Pending & Patented Technologies
USPTO patent application number 62786153:
Systems and Methods for Real-Time Revenue and Cost
Attribution Associated with User Acquisition.
USPTO patent application number 62786163:
Systems and Methods for Real-Time Optimization of
Advertisement Placements on a Webpage.
• Provisional patents filed Q4 ’18
• Full patent applications to be filed Q4 ’19
USPTO patent number US 2013/0132212 A1:
Real-Time Dynamic Page Awareness For Ad Serving.
USPTO patent number US8.620,748B1:
Multi-Dimensional Method For Optimized Delivery
of Targeted On-Line Brand Advertisements.
USPTO patent number US7,603,352B1:
Advertisement Selection in an Electronic Application
System.
• Patents granted
• Acquired through Mode Media Corp acquisition
 Management Team:
Team of 10 in NYC / 6 Offshore
HENRY CHAMBERLAIN
Chairman
• 16 years in media/tech VC and
M&A
• Built LifeStageMedia in NYC and
sold to US private equity
VADIM MATS
Chief Financial Officer
• 12 years in finance: CPA,
CAIA, MS
• Ex-Bank of New York Mellon
and CFO of small/micro-cap
hedge funds
MANNY BEN-OR
CEO & Board Director
• 14 years in ad sales & AdTech
• Founded and built BrideClick
prior to sale to Glam Holdings in
2016
MARISOL PEREZ
Director, Operations
• 6 years with BrideClick / Glam
• Day-to-day management of all
business teams
MARK LEE
Chief Technology Officer
• 14 years in technology and networks
• Expert in Video Delivery Networks,
Web/Mobile Apps and AdTech
YANA SHVARZMAN
Director, Business
Development
• 8 years with BrideClick / Glam
• Oversees Sales and Account
Management teams
Empowering publishers to make informed revenue decisions in real-time

CONTACT US
Location
135 East 57th St, Floor 6, New York, NY 10022

MANNY BEN-OR MARK LEE

CEO CTO
manny@theadaptiveplatform.com mark@theadaptiveplatform.com
646.736.3931 973.842.1626

www.theadaptiveplatform.com