Sorted Group Holdings Plc · LSE:SORT
Sorted — Location Sciences — Verify Webinar (February 2024)
22 slides from Sorted's conference presentation, February 2024
Slide 1: Authenticate Location and Audience Accuracy
AUTHENTICATE LOCATION AND AUDIENCE ACCURACY 1
Slide 2: Agenda
LOCATION SCIENCES AGENDA Intro Webinar … Location Sciences … Market Background … Intro To Advertising Verification … Location Advertising Mark Slade … Paul Hayton CEO CTO Location Verification For all questions please contact lsai@redleafpr.com 2
Slide 3: Introduction
LOCATION SCIENCES INTRODUCTION “WE ARE A LOCATION DATA AND INSIGHTS BUSINESS” Our proprietary mobile We offer independent and This data powers our technology collects ultra- media-agnostic platform and products, precise, anonymised and measurement, verification enabling us to attribute and consented
Slide 4: Market Background
LOCATION SCIENCES MARKET BACKGROUND UK Mobile Advertising is a £5b+ Market … Bigger Than TV and still growing … 42% Of Total Mobile Ad Spend In 2018 Will Use Location Targeting * *Source BIA/Kelsey 2017 4
Slide 5: What Is Verification
LOCATION SCIENCES WHAT IS VERIFICATION The process of establishing the truth, accuracy, or validity of something. “Ad verification is a service that offers technology to ensure that ads appear on intended sites and reach the targeted audience.” - IAB Ad Verification Guidelines, 2012 Ad Verification
Slide 6: Why Verification
LOCATION SCIENCES WHY VERIFICATION “Measurement and trust would be a key focus for the organisation.” - Solanki, IAB, 2017 6
Slide 7: Mobile ad fraud: the hidden menace in mobile in 2018
‘7 LOCATION T2telemedia ONLINE | Mobile ad fraud: the hidden menace in mobile in 2018 BY PAUL SKELDON ON 10 JANUARY 2018 Mobile marketers accept that “large portions of their ad budgets are exposed and/or lost to fraud” with 69% of marketers citing that at least 20% of their budgets are exposed to f
Slide 8: Transactions in Verification
LOCATION SCIENCES TRANSACTIONS IN VERIFICATION Acquired by Oracle Acquired by Oracle Viewability Brand Safety $850m $300m Majority Stake by Providence Equity Majority Stake by Vista Equity Partners Viewability Brand Safety $300m valuation $850m valuation 8
Slide 9: The Next Opportunity
LOCATION SCIENCES THE NEXT OPPORTUNITY Market precedent Market need VERIFIED • Brand safety • Viewability • Location accuracy 9
Slide 10: What Is a Location Campaign?
LOCATION SCIENCES WHAT IS A LOCATION CAMPAIGN? Use the phones location signal to present and advert near a retailers location Location targeting. A setting that helps you show your ads to customers in a selected geographic location. For each ad campaign, you can select locations where your ad can be
Slide 11: The Challenge for Location Advertising
LOCATION SCIENCES THE CHALLENGE FOR LOCATION ADVERTISING 96% of marketers saying they consider location data to be important*. … However, 65% of marketers have also expressed concern around the quality of location data available in the market**, and it is widely perceived that up to 80% may be impre
Slide 12: Introducing Verify
LOCATION SCIENCES INTRODUCING VERIFY Verify leverages Location Sciences technology to provide independent measurement and authentication of location-enabled advertising IN ENGLISH We verify that location advertising investment is delivered correctly 12
Slide 13: What Do We Verify?
LOCATION SCIENCES WHAT DO WE VERIFY? The location signal is not fraud / computer generated … The advert is delivered in the correct location … The advert is delivered to the correct audience 13
Slide 14: How It Works
LOCATION SCIENCES HOW IT WORKS An advertiser wants to Our tech is put in Adverts are served to people Verify collects data Advertiser visits target people near their their mobile in locations near the store and processes from live dashboard for stores advert each advert served reports and actions 14
Slide 15: Who Wins – The Advertiser
LOCATION SCIENCES WHO WINS – THE ADVERTISER Advertiser pays for clarity … Advertiser pays for correctly targeted adverts … Advertiser redistributes investment to verified and effective sources 15
Slide 16: Why Don't Advertisers Know This?
LOCATION SCIENCES WHY DON’T ADVERTISERS KNOW THIS? Digital advertising is still new – standards take time … Programmatic black box hides detail and lacks transparency … It took time for viewability and brand safety to be verified … location is next in line 16
Slide 17: Why Would Companies Do This?
LOCATION SCIENCES WHY WOULD COMPANIES DO THIS? Apps can make 10x more money if they present location with the advert … AdTech companies & ad agencies are paid when adverts are delivered … Location advertising is scarce – incentive to massage the truth to deliver more adverts 17
Slide 18: How We Make Our Money
LOCATION SCIENCES HOW WE MAKE OUR MONEY We charge a small amount for each advert with our tag in … An average mobile campaign in the UK is 10 million impressions … In the US it is 100 million impressions 18
Slide 19: Perfect Position to Succeed
LOCATION SCIENCES PERFECT POSITION TO SUCCEED First mover advantage … Globally demanded product and scalable … Management team … Technology and Infrastructure 19
Slide 20: Real Time Dashboard
LOCATION SCIENCES REAL TIME DASHBOARD 20
Slide 21: Key Take Aways
LOCATION SCIENCES KEY TAKE AWAYS Location advertising is a huge market globally … It needs verification … We have a solution that solves a problem … Our solution is globally scalable … We have first mover advantages … Verification is a hot sector in AdTech – growth and acquisitions 21
Slide 22: Contact Us
LOCATION SCIENCES CONTACT US Independent location measurement and verification. We offer ultra-precise location technology with highly valuable insights and analysis. Connect with us to find out more: hello@locationsciences.ai www.locationsciences.ai 22