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• Technology platform for data segmentation
• Platform is free, revenue is driven by PPC advertising
• Founded 2013, located in Venice, CA
• Management team has been managing PPC syndication since 2003
• 40 employees (31 engineers)
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Who are my users?
What categories are relevant to my users?
What offer will monetize best?
MORTGAGE?
CAR DEALS?
CREDITCARD?
AMERICAN EXPRESS
TRAVEL REWARDS
CHASE 0% APR
CAPITALONE
SUBPRIME
WEIGHT LOSS? VISA
CASH BACK
What we all want to know
6
Why it is hard
limited initial user data
EXPERIAN
BLUE KAI
AXCIOM
limited additional third party data
limited data mining, optimization & analytics
??
?
7
What ends up happening
SIMILAR OFFERS ARE EMAILED TO ENTIRE USER
BASE, WITH LIMITED TARGETING
SUB-PRIME
CREDIT CARD
CAR INSURANCE
MORTGAGES
ATTRIBUTES
HOME SECURITYFEMALE
21-40 yr
PARENT
MALE
SINGLEZIP: 90210 ATTRIBUTES
DATING
ATTRIBUTES
NURSING DEGREEFEMALE
$30K / YEARHIGH SCHOOL GRAD
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The OpenMail solution
AFFILIATE NETWORKS
PPC ADVERTISING
DIRECT ADVERTISERS
PROPRIETARY & THIRD PARTY DATA
ANALYTICS & OPTIMIZATION
SEGMENT 2
SEGMENT 1
SEGMENT 3
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AD VERTICALS
TARGETED EMAIL MESSAGES
TARGETED AFFILIATE
OFFER
HAWAIIAN VACATIONS
LAP BAND SURGERY
AIR CONDITIONING REPAIR
OIL CHANGE COUPONS
TOENAIL FUNGUS TREATMENT
TARGETED PPC ADS
TARGETED DIRECT
ADVERTISER
The Right Data gets the Right Offers
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Scale = Network Effects
Mothers with 2+ Kids
Mortgage Holders in LAWomen Looking
For MBAs
Small Business OwnersName: John Smith Age: 31 years old Marital Status: Married Family: 2 children Annual Income: $120,000 Zip code: 90291 Interests: Nascar In Market: Refi, New Car
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Case Study: Aug 2014
EDUCATION CREDIT CARD
AUTO INSURANCE CELL PHONE
LOANS HEALTH
LIFE INSURANCE
PERSONAL FINANCE
BEAUTY
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Jan 2015
OIL CHANGESTUDENT
LOANS
AUTO INSURANCE
ACNE TREATMENT
LOANSBACK PAIN
RELIEF
LIFE INSURANCE
HOME SECURITY
HEARTBURN
DIET AND WELLNESS
ERECTILE DYSFUNCTION
DEODORANT
CREDIT CARDSRETIREMENT
PLANNING
SMALL BUSINESS
LOANSCELL PHONES
ATTORNEYS
CAR TIRE COUPONS
ONLINE PSYCHICS
ALCOHOL REHAB
DENTAL IMPLANTS
HAIR PRODUCTS
PET COUPONS
MOBILE GAMES
CABLE PROVIDERS SKIN CARE
HEALTH INSURANCE
MIGRAINE RELIEF
START A BUSINESS
WORK FROM HOME
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Aug 2015
CREDIT CARD MORTGAGE
AUTO INSURANCE
HEALTH INSURANCE
LIFE INSURANCE
PSYCHOLOGY DEGREES
PRIVATE JETS
HAIR LOSSFLOWER
DELIVERY
HOME FORECLOSURE
ALCOHOL REHAB
TAX RELIEF ATTORNEYS
BACK PAIN RELIEF
CABLE TV OFFERS
BURIAL INSURANCE
INTERNET PROVIDERS
OIL CHANGETOENAIL FUNGUS
GROCERY COUPONS
BACKGROUND CHECKS
TIRE COUPONS
CHECKING ACCOUNTS
GOVERNMENT GRANTS
NEW CARSPENNY
STOCKS
CELL PHONES ANTI-AGING
WIRELESS SECURITY
NURSING DEGREES
BUSINESS LOANS
WORK FROM HOME
TRAVEL DEALS
BED BUGS
BUSINESS AIRFARE
WINDOW REPLACEMENT
TOILET PAPER COUPONS
LIPOSUCTIONVETERAN
LOANSDRUG REHAB HEARING AIDSAIR
CONDITIONER REPAIR
INSTALLMENT LOANS
SUVsGARAGE DOOR
REPAIRVETERAN
LOANSEUROPEAN VACATIONS
HYBRID CARSPRINTER INK
COUPONS
MASSAGE THERAPY
HOMELAND SECURITY DEGREES
HEART ATTACK HELP
UTILITIES SAVINGS
WATER FILTERS
SNORING SOLUTIONS
DENTAL INSURANCE
PLASTIC SURGERY
KITCHEN CABINETS
ERECTILE DYSFUNCTION
ARTHRITIS TREATMENT
MORTGAGE REFINANCE
TAX ATTORNEYS
VARICOSE VEIN TREATMENT
DRONESORTHODONTIC
TREATMENT401K
PLANNINGHAWAII
VACATIONSCARPET
CLEANINGGAME DESIGN
DEGREESHOME
INSURANCELANDLORD SERVICES
PEST REMOVAL