Slide 1: MELLO London
MELLO LONDON MARK SLADE, CEO DAVID RAE, CFO
Slide 2: Agenda
LOCATION SCIENCES AGENDA Introduction Ad-Fraud Presenting Verify Progress to Date Mark Slade David Rae CEO Outlook CFO / COO Q&A 2
Slide 3: Introduction
LOCATION SCIENCES INTRODUCTION World’s first independent media agnostic location verification company $160 billion spent on mobile advertising in 20181 $19 billion of ad-fraud reported in 20182 Increasing regulation driving need for location transparency As much as 65% of location signals are inaccu
Slide 4: The Problem of Ad-Fraud
LOCATION SCIENCES THE PROBLEM OF AD-FRAUD “Measurement and trust should be a key focus for any organisation” IAB, 2017 (Sept 2017) (WhiteOps, 2016) 4
Slide 5: Why Is There Location Fraud?
LOCATION SCIENCES WHY IS THERE LOCATION FRAUD? 4.1 MILLION APPS 5
Slide 6: Fraud Detection
LOCATION SCIENCES FRAUD DETECTION Uniform Distribution Centroid Time Traveller IP Mismatch Gaussian Distribution 6
Slide 7: Presenting Verify
LOCATION SCIENCES PRESENTING VERIFY Bruce Rogers, Head of Marketing at SITO "It is a necessary component to have in today's data purchasing marketplace." • Transparency of location signal accuracy and quality • Improves ad-campaign performance • Detects ad-fraud • Highlights savings for brands and a
Slide 8: Key findings
On Average: 65% 36% Inaccuracy Key of budget is wasted on poor- quality and mistargeted of GPS enabled apps were found to display location fraud in GPS signals in location marketing leads to waste, fraud, findings location data and sub-par performance 14% 40% Location signal quality of impressions i
Slide 9: The State of Location Advertising 2019
LOCATION SCIENCES | THE STATE OF LOCATION ADVERTISING 2019 9
Slide 10: Deliveroo
LOCATION SCIENCES DELIVEROO Jenny Biggam, Founder & CEO, the7stars: "We believe there is a missing standard and location verification should be added for all digital buys." • Deliveroo wanted to target specific areas with tailored creatives in the UK • Verify quickly noticed that impressions were be
Slide 11: Tier 1 Automotive
LOCATION SCIENCES TIER 1 AUTOMOTIVE Agency Director: “This is instant value since it ensures little to no waste from impressions that fall out of DMA, which is critical to geo-targeted auto campaigns” • Verify identified that a large proportion of impressions were being delivered from the middle of
Slide 12: What Our Customers Think
LOCATION SCIENCES WHAT OUR CUSTOMERS THINK "We want to make sure that every advert we deliver is relevant to our customers, and we're delighted to work with a partner that takes accuracy so seriously. All marketers and agencies should expect and demand this independent kitemark.“ Ashleigh Kerr, Digi
Slide 13: Total Verified Impressions
LOCATION SCIENCES TOTAL VERIFIED IMPRESSIONS
Slide 14: Customer Traction
LOCATION SCIENCES CUSTOMER TRACTION
Slide 15: Commercial Success
LOCATION SCIENCES COMMERCIAL SUCCESS Number of brands that have adopted Verify • £100k recurring revenue run-rate • c. 80% Verify gross margin • 100% Verify customer loyalty • Adopted by more than 20 media agencies • >100 brands already using Verify
Slide 16: Roadmap
LOCATION SCIENCES ROADMAP MARKET OPPORTUNITIES PRIVACY PRE-BID AUDIENCE AUDIT 16
Slide 17: M&A Activity
LOCATION SCIENCES M&A ACTIVITY Acquired by Oracle – April 2017 Acquired by Oracle – April 2018 Viewability Brand Safety $850m $300m Majority Stake by Providence Equity – August 2017 Majority Stake by Vista Equity Partners – June 2018 Viewability Brand Safety $300m valuation $850m valuation 17
Slide 18: Q&A
Q&A 20 Eastbourne Terrace MARK SLADE, CEO Paddington London W2 6LG DAVID RAE, CFO www.locationsciencesgroup.ai hello@locationsciences.ai