Adtraction Group Ab · OMXSTO:ADTR
Adtraction Group Ab — Q1 2025 Earnings Presentation
55 slides from Adtraction Group Ab's earnings presentation, May 14, 2025
Slide 1: Financial Hearings Audiocast Q1
Financial Hearings Audiocast Q1
Slide 2: The short story Q1
The short story Q1 E-commerce looks better, Finance challenging Adtraction remains profitable Very strong cashflows Adrecord migration Divestment of Klara Lån still impacts growth rates Focus, back to growth Q2 growth at risk based on April performance
Slide 3: The short story Q1
The short story Q1 E-commerce looks better, Finance challenging Adtraction remains profitable Very strong cashflows Adrecord migration Divestment of Klara Lån still impacts growth rates Focus, back to growth Q2 growth at risk based on April performance
Slide 4: The short story Q1
The short story Q1 E-commerce looks better, Finance challenging Adtraction remains profitable Very strong cashflows Adrecord migration Divestment of Klara Lån still impacts growth rates Focus, back to growth Q2 growth at risk based on April performance
Slide 5: The short story Q1
The short story Q1 E-commerce looks better, Finance challenging Adtraction remains profitable Very strong cashflows Adrecord migration Divestment of Klara Lån still impacts growth rates Focus, back to growth Q2 growth at risk based on April performance
Slide 6: The short story Q1
The short story Q1 E-commerce looks better, Finance challenging Adtraction remains profitable Very strong cashflows Adrecord migration Divestment of Klara Lån still impacts growth rates in Q1 Focus, back to growth Q2 growth at risk based on April performance
Slide 7: The short story Q1
The short story Q1 E-commerce looks better, Finance challenging Adtraction remains profitable Very strong cashflows Adrecord migration Divestment of Klara Lån still impacts growth rates Focus, back to growth Q2 growth at risk based on April performance
Slide 8: The short story Q1
The short story Q1 E-commerce looks better, Finance challenging Adtraction remains profitable Very strong cashflows Adrecord migration Divestment of Klara Lån still impacts growth rates Focus, back to growth Q2 growth at risk based on April performance
Slide 9: What's different 2025
What’s different 2025 New offering (basic, growth, premium) 2025 New organisation Adrecord fully integrated Q2 No Klara Lån Q2 Tracking updates Q2 New CRM Q2 Stronger markets? ?
Slide 10: What's different 2025
What’s different 2025 New offering (basic, growth, premium) 2025 New organisation ✔ Adrecord fully integrated Q2 No Klara Lån Q2 Tracking updates Q2 New CRM Q2 Stronger markets? ?
Slide 11: What's different 2025
What’s different 2025 New offering (basic, growth, premium) 2025 New organisation ✔ Adrecord fully integrated Q2 No Klara Lån Q2 Tracking updates Q2 New CRM Q2 Stronger markets? ?
Slide 12: What's different 2025
What’s different 2025 New offering (basic, growth, premium) 2025 New organisation ✔ Adrecord fully integrated Q2 No Klara Lån Q2 Tracking updates Q2 New CRM Q2 Stronger markets? ?
Slide 13: What's different 2025
What’s different 2025 New offering (basic, growth, premium) 2025 New organisation ✔ Adrecord fully integrated Q2 No Klara Lån Q2 Tracking updates Q2 New CRM Q2 Stronger markets? ?
Slide 14: What's different 2025
What’s different 2025 New offering (basic, growth, premium) 2025 New organisation ✔ Adrecord fully integrated Q2 No Klara Lån Q2 Tracking updates Q2 New CRM Q2 Stronger markets? ?
Slide 15: What's different 2025
What’s different 2025 New offering (basic, growth, premium) 2025 New organisation ✔ Adrecord fully integrated Q2 No Klara Lån Q2 Tracking updates Q2 New CRM Q2 Stronger markets? ?
Slide 16: New Board of Directors
New Board of Directors 2021, 99 326 shares 2007, 2 271 042 shares 2025, 50 000 shares 2025, 0 shares
Slide 17: 2007, 2 271 042 shares 2007, 499 644 shares 2013, 40 529 shares
2007, 2 271 042 shares 2007, 499 644 shares 2013, 40 529 shares 2017, 27 000 shares 2014, 9 331 shares 2017, 4 000 shares 2023 (2013), 0 shares 2007, 2 482 764 shares
Slide 18: Growth, Profitability, Cashflows
Growth Profitability Cashflows
Slide 19: Q1 Growth rates, profitability and cash flow
Q1 Growth rates Q1 Sales 282,2 MSEK, -2,6% Gross profit 53,8 MSEK, -5,4% Profitability Q1 EBITA of SEK 10,6 MSEK, 0% growth Margin of 3,7% Cash Flow from operations SEK 25,7 million, > 1000% growth
Slide 20: Q1 Growth rates, profitability and cash flow
Q1 Growth rates Q1 Sales 282,2 MSEK, -2,6% Gross profit 53,8 MSEK, -5,4% Profitability Q1 EBITA of SEK 10,6 MSEK, 0% growth Margin of 3,7% Cash Flow from operations SEK 25,7 million, > 1000% growth
Slide 21: Q1 Growth rates, profitability and cash flow
Q1 Growth rates Q1 Sales 282,2 MSEK, -2,6% Gross profit 53,8 MSEK, -5,4% Profitability Q1 EBITA of SEK 10,6 MSEK, 0% growth Margin of 3,7% Cash Flow from operations SEK 25,7 million, > 1000% growth
Slide 22: A bigger picture, sales
A bigger picture, sales 1600 000 a KSEK 1.400 000 1200 000 1.000 000 800 000 600 000 400 000 200 000 a | = .o——_— a a a = 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 RTM Q125 ADTRACTION Expect more
Slide 23: A bigger picture, gross profit
A bigger picture, gross profit KSEK
Slide 24: E-commerce share of total commerce Europe
10-15% E-commerce share of total commerce Europe
Slide 25: European e-commerce
European e-commerce E-commerce revenue, USD billions
Slide 26: Slide 26
Slide 27: Google - the US monopolist
Google - the US monopolist 1. Search Engine Monopoly In August 2024, U.S. District Judge Amit Mehta ruled that Google had illegally maintained a monopoly in the online search market. 2. Digital Advertising Technology (AdTech) Monopoly In April 2025, Judge Leonie Brinkema ruled that Google had unlawf
Slide 28: Google - the EU monopolist
Google - the EU monopolist Digital Markets Act (DMA) Charges (2025) In March 2025, the European Commission charged Google with violating the DMA on two fronts: ● Restrictive Practices in Google Play Store: Google allegedly prevented app developers from informing users about alternative offers outsid
Slide 29: ADTRACTION Expect more
ADTRACTION Expect more
Slide 30: How will we grow?
How will we grow? (2.) ADTRACTION Expect more
Slide 31: Growth paths
Growth paths Grow with Increase market Grab that M&A existing base share in Europe Google budget in new markets
Slide 32: Growth paths
Growth paths Grow with Grab that M&A Increase market share existing base Google budget in new markets
Slide 33: Growth paths
Growth paths Grow with Increase market Grab that M&A existing base share in Europe Google budget in new markets
Slide 34: Growth paths
Growth paths Grow with Increase market Grab that M&A existing base share in Europe Google budget in new markets
Slide 35: Why partner marketing?
Why partner marketing? Pay only for result Expand your reach
Slide 36: Three things to consider
Three things to consider Optimisation Quality Distribution
Slide 37: Why Adtraction?
Why Adtraction? Active partnership management Quality partners Local presence, European reach
Slide 38: Why Adtraction?
Why Adtraction? Active partnership management Quality partners Local presence, European reach
Slide 39: Why Adtraction?
Why Adtraction? Active partnership management Quality partners Local presence, European reach
Slide 40: Number of employees
Number of employees 150 125 100 1s 50 canal 2008 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 @123 Q223 Q323 Q423 Q124 Q224 Q524 Q424 Q125 ADTRACTION Expect more 123
Slide 41: Cost base per quarter
Cost base per quarter 50 000 47 408 45715 45763 46248 44185 44 648 43 233 40 000 38481 38 492 35105 30 000 20 000 10 000 Oo Ql 22 Q2 22 Q3 22 Q4 22 Q1 23 Q2 23 Q323 Q4 23 Q1 24 Q2 24 Q3 24 Q4 24 Q125 | | | | ADTRACTION Expect more
Slide 42: Q1 2025
Q1 2025 ● -3% growth ● -5% growth ● EBITA 0% increase ● At par with last year ● 0% core bis ● EBITA margin 3,7% ● Costs stable Net sales Gross profit EBITA Adj. net result/share -3%
Slide 43: Q1 2025
Q1 2025 ● -3% growth ● -5% growth ● EBITA 0% increase ● At par with last year ● 0% core bis ● EBITA margin 3,7% ● Costs stable Net sales Gross profit EBITA Adj. net result/share -5%
Slide 44: Q1 2025
Q1 2025 ● -3% growth ● -5% growth ● EBITA 0% increase ● At par with last year ● 0% core bis ● EBITA margin 3,7% ● Costs stable Net sales Gross profit EBITA Adj. net result/share 0%
Slide 45: Q1 2025
Q1 2025 ● -3% growth ● -5% growth ● EBITA 0% increase ● At par with last year ● 0% core bis ● EBITA margin 3,7% ● Costs stable Net sales Gross profit EBITA Adj. net result/share -3%
Slide 46: Q1 2025 - Verticals
Q1 2025 - Verticals ● 10% growth ● -14% growth ● Klara lån divested ● Growth on 7/12 markets ● General negative growth E-commerce Finance Other 10%
Slide 47: Q1 2025 - Verticals
Q1 2025 - Verticals ● 10% growth ● -14% growth ● Klara lån divested ● Growth on 7/12 markets ● General negative growth E-commerce Finance Other -14%
Slide 48: Q1 2025 - Verticals
Q1 2025 - Verticals ● 10% growth ● -14% growth ● Klara lån divested ● Growth on 7/12 markets ● General negative growth E-commerce Finance Other -87%
Slide 49: Q1 2025 - Geographies
Q1 2025 - Geographies ● -5% growth ● -7% growth ● 2% core bis ● 2/8 markets grow ● 2/4 markets grow Nordics Europe -5%
Slide 50: Q1 2025 - Geographies
Q1 2025 - Geographies ● -5% growth ● -7% growth ● 2% core bis ● 2/8 markets grow ● 2/4 markets grow Nordics Europe -7%
Slide 51: Q1 2025 - Cashflow
Q1 2025 - Cashflow ● Working capital fluctuate ○ Continuous improvement in processes
Slide 52: Q1 2025 - Cashflow
Q1 2025 - Cashflow ● Strong quarter Operating cashflow Investing activities ● Strong net cash position 25.7 MSEK (2.7) 0 MSEK (-2.3) Jan - Mar 2025 Jan - Mar 2025 Financing activities Total cashflow -0.4 MSEK (-0.5) 25.3 MSEK (-0.2) Jan - Mar 2025 Jan - Mar 2025 Net cash 129.3 MSEK (117.2) 31 Mar 2025
Slide 53: New regulation - consumer credits SE
New regulation - consumer credits SE Already law ● January 2025, interest deduction, gradually phased out ● March 2025, interest rate cap 20%, cost cap Proposed law ● July 2025, everyone needs to be a bank, Parliament vote end of May ● Niklas Wykman (Minister for Financial Markets) is driving the le
Slide 54: What's happening now?
What’s happening now? ● Adrecord fully integrated in Q2 2025 ● Broader advertiser portfolio and service offering and a new offering ● Back to Growth is the main goal for 2025 ● Q2 growth at risk
Slide 55: ADTRACTION Expect more
ADTRACTION Expect more