Kritter Introduction

By - Arjun Som (CEO)

arjun.som@kritter.in

12-12-2014

An ad-tech company running trade on top of its home grown, third party licensed, or open source technology.

-- Why extend or home grow, technology

-- Why RTB

-- Why Programmatic

-- Why buy ready products and not build

-- Why Kritter

Ad-tech – Business Case

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Intellectual Property: Intellectual property is not ad-serving, RTB bidder, big data platform, Which most ad-tech companies claim. IP is when trade happens on these technologies, the learning your campaign managers get to isolate ROI techniques and provide scale to advertisers.

Data: Inventory/supply, targeting, how granular should the targeting be, what creatives work, what time of day, what bid gets me the best traffic. That sliced by advertiser product offering. That sliced by advertiser feedback of the user in the flow, registered, engaged, bought, repeat buy etc.. Harnessing this data could lead to automating media planning and buying

Programmatic: A system that incorporates media teams learning, provide a platform to automate redundant activities, moves them from low level to high level tasks of analyzing and acting

RTB: All supply is moving to exchanges with only remnant staying with ad-networks. All demand moving to platform with access to multiple supply sources to give single point access to media buying. Making your media buying unbiased with multiple supply sources is the market direction.

Vertical Integration: Basic Economics, 80% of ad dollars are for performance, and 20% for brand. Stabilizing and de-risking your supply is the natural progression. Giving your sales team a technology where they can say YES to every business enquiry, with ease of global scale and no risk of fill rates

Supply sources: Apart from keywords, which is company owned supply. All the other supply is with exchanges, or privately sold by premium publishers. All non exclusive supply sources are opening up for media buyers to increase competition for their inventory which drives up their prices.

Business Case – Why

• Access the best supply through exchanges• De-risk your supply, from regular eCPM and fill demands of

publishers• Embed your media buying team’s learning into the technology

bringing efficiency, fewer people can handle more business• Compete with global giants with a local approach, by acquiring

technology they have and utilizing relationships you have• Avoid paying recurring fees against licensed technology, own it!• Increase relevance with your advertisers, by providing a full array of

media buying capabilities• Plan the advertiser’s budget, instead of getting one assigned to you• Have device agnostic serving and buying technology

Business Case – Advantages

Kritter!

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Arjun Som: BE in Computer Science, GGSIPU.- Specializes in the set up of the direct sales, inside sales and online sales channels, customer acquisition, Org set up, and deep

understanding of start up execution- Worked in various roles in the digital marketing space, including affiliate, agency, demand, supply and network, in companies like

InMobi, Sapient, iGlobalMedia, and Indiaplaza- Leads Kritter’s business development, marketing, and over all PnLin.linkedin.com/in/arjunsom/

Kshitij Sooryavanshi: B.Tech., Computer Science, Indian Institute of Technology, Kanpur.- Specializes in core engineering, solving, machine learning, mathematical computing, algorithmic tasks, data mining, and predictive

modeling- Worked in companies like, InMobi, Vizexperts, Apache design solutions (acquired by Ansys)- Has varied experience in internet startup product development- Leads Kritter’s product line development, managing Programmatic buying and selling platformin.linkedin.com/pub/kshitij-sooryavanshi/31/b43/b64

Rohan Rai: B.Tech + M.Tech. (dual), Computer Science, Indian Institute of Technology, Delhi.- Specializes in data engineering, distributed data platform,big data and setting up data management platform- Experienced in start up domain having worked in early to large stages of InMobi, ZivaSoftware, Bizense, Qwest- Has varied horizontal experience in new age technology cutting across search, ops, dev ops, business rule management systems- Leads kritter’s data engineeringin.linkedin.com/in/rohanrai

Vikrant Chahar: B.Tech., Computer Science, Indian Institute of Technology, Guwahati.- Specializes in core engineering, solving ad serving, ad relevance, ranking, selection and market place dynamics- Worked in companies like, InMobi, Stratoshear, Globallogic, - Has varied experience in both software product and services- Leads Kritter’s product line development managing ad-servingin.linkedin.com/pub/vikrant-chahar/13/223/676

Founding Team

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Kritter Business Model

12-12-2014

Adv Consumer

Advertising / Technology Players

Inventory

$$

$

Product and

Services

$

Kritter is a pure play product and services company in the digital advertising space. Kritter provides industry players with highly customizable products and flexible services to run their digital business.

Kritter Products: Coded in-- DSP : Java-- Ad-server : Java-- Bidder: Java, Python, R, C++-- Data platform (Big Data): Pig

Kritter Services:-- Integrating above products into client’s stack-- Customizing Kritter products to fit client’s business needs-- Open up Kritter product modules, and integrate it to client’s technology-- Offshore outsourcing existing engineering tasks

Kritter - Solution

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A module to integrate your media buying technology to the advertiser’s CRM

-- For automating media planning, and spending

-- Controlling spends on real-time feedback

-- Integrating LTV with media buying

-- Increasing switching cost

-- Aligning as a sales channel for long term ad spends

Kritter – CRM Module

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Data! (CRM Module)

Marketing KPIsPC:

-- Registration-- Engagement and user quality-- Credit card sync-- Transaction

Mobile:-- App Download-- Engagement and user quality-- Credit card sync-- Transaction

Milestones- Ad view, to click, to visit, to

Registration/Download to Transaction

- Transaction to repeat buy

Marketing parameters- LTV : Life time value (ARPU)- CPR/I: Cost per registration/Install- CPE: Cost per engagement- CPT: Cost per transacting customer- CPRU: Cost per repeat user

Customer Touch points:

-- Site/App

-- ISP

-- Device

-- Creative

-- On click landing page

-- User flow

Ad-tech system:

Campaign:

-- Budget

-- Bid

-- Ad, creative, landing page

Targeting:

-- Geo

-- Placement

-- Site

-- Device

-- OS

-- ISP

-- User/cookie

Supply:

-- Exchange

-- Site/App

-- Affiliate

-- Aggregator

Reporting:

Trade reporting sliced by all the parameters

Permutations and combinations sliced by billions of interactions.

-- Built a business model around enterprise ad-tech software-- Deploys products with source code on client’s stack-- Customizable products to fit business needs and client’s technology-- Experience in building high scale ad-tech -- Industry experience, to help streamline business customization and product roadmap-- Helps companies take new models to market with lightning speed-- All new technology requires a learning curve, specialized skill, and revenue risk to learn if it works. Kritter helps you de-risk!-- 80% of the software code has 20% of the trading impact, and 20% of the software code has 80% of the trading impact. Kritter products provide the 80% code right out of the box. Your engineers can focus on tweaking the 20% code impacting trade, using Kritter algorithms as a base model to improve upon. This keeps engineering team lean and high skilled. (Computational Mathematics/machine learning specialists and data scientists)-- Helps profit positive companies acquire technology keeping investments lean-- We are a start-up

Kritter - USP

K-DSP- Architecture

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Agency

Agency

Dev

Adv

- Campaign Set up- Targeting- Creatives- Bid & Budget

Ad- Server

-- App and Placement set up- Margin- eCPM Floor- Ad preferences

Pub 1

Pub 2

Pub 3

Pub N-- Event tracking-- Billing-- Internal and External Bid setting-- Ad and Site approval -- eCPM maximizer-- Selection and Filtering-- CPM, CPC, CPI billing

Bidder

Exng 1

Exng 2

Exng 3

Exng N-- CPM to CPM bidding-- CPC to CPM bidding

Highlights:

• Integrate multiple supply sources: Websites, Applications, Exchanges, Aggregator, SSPs

• Campaign creation, budget management, bid management

• Ad creation, IAB standard creative format uploading, targeting

• Billing system to handle house clearing

• Reporting: Demand, Supply and Network statistics, along with saved queries

Key features:

APIs: Integrate any third party campaigns management or supply management tools with APIS. Build self serve UI and integrate it to the back end with APIs

Org Fitment: Customize the admin UI to superimpose your organization structure. This will allow you to set up access control across your ad-operations

Margin Management: Set budgets on the demand side by having internal and external bids and budgets. Set payout margins for publishers and eCPM floors to manage supply buying costs

Content Guidelines: Ad approval and site approval queue, whenever a new ad or site is created or existing ones are modified, this comes into the queue for approval. This ensures your content guidelines are maintained centrally, and your ad-ops team has a organized way of making sure what is going into the system to avoid irate advertisers and publishers

Hygiene setting: 4 types of hygiene mapping in the system. Premium, Family safe, performance, mature. To make sure the right set of ads are going onto the right set of inventory, and to maintain system hygiene.

Key Features - DSP

K- ad-server - Architecture

Campaign

Ad

Creative

Targeting

Predictive Analytics

Ranking Algo

Rich Media Serving

Feedback

Bidder Summary

Fraud Detection

Post Impression

Marketing KPI

Billing

Site/App

Exchange

Filters and Floors

Predictive Analytics

Clearing House

Revenue Max

Rich Media

Market Place

MarginsManual

Overrides

DMP

Highlights:

• Mobile and PC ad-serving :Banner, text, and, rich media ad delivery on exchanges and direct inventory

• Post impression tracking, attribution right up to conversion

• Conversion based pricing and selection, targeting manipulation on the fly for maximizing ROI

• Fraud detection and mitigation

• Connect multiple supply Sources, publishers, exchanges, aggregators, etc…

Key features:

Selection: Hundreds of advertisers, with hundreds of campaigns, thousands of ads, thousands of creatives and millions of permutation and combinations with targeting and placement preferences. The ad-server accommodates and automates.

Filtering: Advertisers want to be on some inventory and don't on some, they would like some categories and not like some, they choose granular targeting to ensure measurability across thousands of ads. Supply partners have brand protection clauses, anti competition ad-preferences, floor pricing, and house ads. The ad-server honors and automates all.

Ranking: Advertisers want acquisitions, the publisher wants eCPM and fill, while the network wants to make profits from all interactions. The ad-server has a unique ranking algorithm that automates optimization.

Key Features – Ad-server

K-Bidder - Architecture

Ad-server

Exchange -1

Exchange -2

Exchange -n

Adapter Integrations

Data Summaries

Algorithms

Campaign Budget

Campaign Details

Post Impression

DMP

Ad-serve Logs

Conversion

Win notification

Supply Forecasting

Price Landscape

OfflineBidding

CTR Prediction

Online Bid Adjustment

Risk Managemen

t

Highlights:

• RTB bidding across any number of exchanges

• Offline bid feedback provided to the online bidding agent to minimize server costs

• Single point management across hundreds of advertisers, thousands of campaigns, thousands of ads, and multiple exchanges. Keeping ROI and profits positive

Key features:

• Profit Maximization: Advertiser enters the max bid he is willing to pay for targeted traffic, while the exchange bid request keeps modifying over time. The Bidder component ensures it bids a value lower than the max bid, and for which traffic is available. This provides scale to and ensures profits for the network

• Supply Forecasting: Forecasts traffic against targeting granularity and combinations. Learning from interactions over time.

• Price Landscape: Predicts the price of the inventory, learning from interactions.

• CTR Prediction: Our bidder allows for your advertisers to bid on CPC while the bidder predicts CTR and bids on CPM on the exchanges.

• Risk management: Supply through exchanges is ever changing, interactions once positive could go into heavy losses in a matter of seconds. Kritter’s unique financial risk module, monitors and mitigates this.

Key Features

K-DP - Architecture

Ad-serverSupply

ProductsDemand Products

Advertiser Publisher

Transport

Raw Data Store (Distributed Data System)

Processing

Transport

Fan Outs

HDFS

MySQLPropri

etyHive

Reporting API

Reporting Analytics Feedback

DMPs, Data Enricher,

Data Augmenters

Machine Learning

Highlights:

• Integrate with multiple logical boxes, like ad-serving, bidder, buy side, and sell side products. To transport and store data of various dimensions and granularity

• Fan outs/APIs: Pipe this data in to various front end products, like analytics, interface based query system, customer reporting. Pipe processed information into machine learning systems to empower various algorithms.

• Monitoring and alerting: Create various rules and processes to alert business and technology teams on anomalies and fluctuations.

• Processing: Create custom rules to process the raw data, integrate external DMPs to enrich data. The processing will keep in mind the varied outcome of the data needed for the business and technology

Key features:

• Big Data: This platform transitions with your business scale with seamless big data/distributed data infrastructure. Works on RDBMS, and when your data hits inflection point, can se ported into a Hadoopinfrastructure without any coding

• DMPs: Integrate external or home grown DMPs like bluekai, lotame, factual, etc to enrich ad-serving and bidding algorithms

• Customize: The DP can be customized to fit your business models like, hyper local, lat long, retargeting, UDID based serving, cookie technology

Key Features

Product Pricing: One-time price for a life-time license• Business training and handover • Technical training and handover - Documentation30 days: Acceptance period – Free30 days: Warranty period - Free

Services: Charged on time spent• White labeling the product• Integrating the product with existing technology• Customizing client’s business model into the product

Maintenance:• Reactive Maintenance: Send an email to Kritter support and pay hourly charges for debugging (In case of client

having an existing technology team, wanting to manage tech operations)

• Proactive Maintenance: Monthly fixed charges to manage 24/7 tech operations and debugging of the software (In case of client having no technology team, wanting to outsource full tech operations

Enhancements: • Enhance patch: Kritter will keep releasing patches to enhance its software and will notify the customer of the new

features. Customer can pay a one time patch update price to acquire new features

• Enhancer retainer: Post delivery if the customer is looking at regular enhancement of the software. A pod will be built within Kritter to manage the road map of all developments, having a product manager, project manager, and engineers (based on work load). Patches included

Kritter Pricing

Kritter Product- Infrastructure cost 150mn Requests/day

Kritter Product- Infrastructure cost 1.5bn Requests/day

Kritter Vs. Appnexus (Rough Estimate)

Pricing Models

Product Acquire:

-- License and customization Price split by deployment stages-- Engineering handover-- Acceptance and warranty period-- Maintenance as required by client

Who?- Clients with Engineering team- Clients with existing tech- Clients looking to extend

business and tech

Product Hire & Acquire:

-- License and customization Price split into monthly installments-- Once installments are completely paid, the license is handed over-- Engineering handover-- Acceptance and warranty period-- Maintenance fee incorporated into installmentsWho?- Clients with no engg team- Clients with no tech- Clients looking to move

business from third party to their own

- Clients looking to change business model through technology

- Clients trying tests with tech and business model

Specific tech module Acquire:

-- Part payment for Integration and deployment into stack-- Engineering handover-- Acceptance and warranty period-- Rest of the payment-- Maintenance as required by client

Who?- Client’s looking to acquire

specific modules, like, RTB, Fraud det, Billing, Algorithms, etc…

- Clients with Engineering team- Clients with existing tech- Clients looking to extend

business and tech

Thank Youwww.kritter.in

Enabling technology for advertising business

12-12-2014