Cedato

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Marketing Blueprint Content and graphic guidelines

Cedato Marketing Blueprint 2017 Vision statement

Powering every video transaction We chose to focus on video transactions, which carries measurable business value, rather than amorphous interactions' or 'experiences'.

Company mission Cedato set out to build an operating system for video with all the building blocks, in a bid to transform the way programmatic video is delivered, viewed and transacted. We aim to enable publishers and marketers to enhance viewing experience, lift engagement and maximize business results across all screens using a disruptive SaaS model. We harness predictive programmatic software and our private marketplace to power video reach and value. We simplify the management of cross-device video while ensuring a flawless viewing experience.

Core values

Simplicity Scalability Intelligence

Brand attributes

Infrastructure; comprehensive technology stack / scalable / modelled on building blocks Simplicity; making management of video advertising delivery, view and lift more simple Intelligence layer; featuring smart predictive optimization engine Technology transforming viewer experience across all screens and formats SaaS-based model Focus on technology performance and transactions not media Business Results - more revenue, more yield, more fill rate

Distinct advantages

1. Industry 1st open video OS built on SaaS enables publishers / marketers to transform programmatic video while maximizing business results

2. Media agnostic and disruptive SaaS model supports more transparency 3. Video OS with all the building blocks to deliver, view and scale business 4. Harnessing technology to simply deliver new native video experiences across all screens,

devices, formats 5. Advanced predictive programmatic intelligence layer with yield enhancing technology 6. Optimizes video ads performance in real time delivering outstanding results 7. Compatibility across all platforms, screens, formats and devices 8. Both Server-side and Client side video header bidding

UVP Positioning Statement

Cedato offers publishers and marketers an industry-first Operating System for Video over a

disruptive SaaS model, with all the building blocks to transform the way video is delivered, viewed and transacted across all screens and formats, enabling a significant lift in supply, engagement and business results

Core messages

Operating system for all video transactions

All the building blocks you need to run video on SaaS

Transforms viewing experience

New native video across any screen, device and content

The big lift

Increases engagement, supply and business results

Next generation programmatic video Industry first hybrid video header bidding solution

Benefits

Comprehensive video tech stack

All the building blocks you need to manage unlimited supply and demand, at no extra cost

Intelligence layer with predictive optimization engine

Scalable structure supports tens of thousands of transactions per second from countless sources

Smart light video player Open API for easily creating engaging

native video experiences Video header bidding – Best of both

Server and Client side programmatic processes

Rapid business growth

Significantly increases fill-rate and revenue

Quickly builds massive video inventory from existing assets

Private marketplace unleashes new supply and demand

Best yield and fill rate in the industry delivers maximum revenue

Combines user-friendly player with machine learning algorithms for better results

Automates yield optimization

Broadest compatibility

Easily and consistently delivers video content and ads across mobile, web, InApp, connected TV…

Enables auto-play and click-to-play video everywhere

Strongest eco-system support (>150 platforms)

VAST, VPAID, VPAD.JS, HTML5, FLASH…

Disruptive business model

Usage-based SaaS fee model vs. conventional industry revenue-share model

Media agnostic serving fee Transparent fee structure Easy to do business

Cedato Video OS Structure:

Offering

Unified cross-device delivery

Cedato driven video ads are streamlined at minimum disruption We deliver high quality, consistent video viewing experience across any screen and

device including desktop, mobile web, mobile app, connected TV Syndication of unlimited video ad campaigns (tags) and large-player supply sources

Smart Video Player Operates auto-play video on desktop, mobile web and in-app Seamlessly connects you to any trading platform Simple JS tag VAST,VPAID,VPAID.JS,HTML5,FLASH

Most extensive eco-system support (>150 platforms)

New Native video units; outstream, instream, inplace

Unique In-stream/outstream video solutions served on video content-based placements Simply delivers native video across mobile, web, in-app, TV Enables the creation of incremental video inventory from existing non-video placements

(such as banners and apps)

Real time self-service dashboard for analytics and reports

Full control with secure, user-friendly web access for managing inventory and campaigns

Manage demand and supply sources, pricing and campaign settings, configure white lists and black lists and activate additional CDN and content services

In-depth fraud and viewability reports to keep partners in control and aid decision making on revenue, profitability and performance

Predictive yield optimization layer

Smart prediction and yield optimization to enable our partners to transform viewing experience and automatically optimize yield and fill-rate of unlimited sources and campaigns

Enables the selection of the best demand source per impression Delivers unprecedented increase in fill rate and revenue

Open Video API Easy programming interface for Cedato’s video player Framework for rapidly developing native video and innovative ways to engage with

viewers

Designed to enable our partners and customers to build new high quality video ad products, with built-in support for any device and screen, and complete control over player initiation, signaling events, behavior, sound, and more

CedatoX Private Marketplace

Simply provides access to new supply and demand sources privately and directly Connects any two Cedato seat members, with easy set up and improved optimization

Video Header Bidding

Advanced programmatic video that takes advantage of the benefits of both the server and client side

Effectively covers >100 sources

SaaS-based model

Disruptive SaaS model supports the Cedato tech stack with a serving fee that replaces traditional rev-share with an improved media agnostic model

Self-managed and easy to operate, keeping you in full control Serving fee business model

Technology advantages

Significant lift in fill-rate / revenue /yield vs. other solutions. Fastest time to value – our yield-optimization algorithms learn super-fast and start

delivering lift in days

Unlimited optimization sources - add as many sources and tags as you need

Automated prioritization and yield management; beyond simple syndication, we provide auto-yield and fill rate optimization

True cross device support – desktop, mobile, IE, Chrome, Firefox, iOS, Android, Minimum latency and technology hitches

Profile _________________________________________________________

Elevator Pitch

Cedato created an open video Operating System over a SaaS-based model with all the building blocks to perform and transact in programmatic video across any screen and placement, enabling publishers and marketers to transform viewing experience and lift engagement, supply and business results.

Boiler Plates

70 words

Cedato creates an open video operating system with all the building blocks to run programmatic video across any screen, using a disruptive SaaS-based model. We enable publishers and marketers to transform viewing experience and transact native video successfully across mobile, web and TV, lifting engagement, supply and business results. Our predictive programmatic software and private market place power 10B video views across 1M sites. Founded in 2015, Cedato operates from New York and Tel Aviv.

100 words Cedato created an open video Operating System with all the building blocks to run programmatic video across any screen and placement, using a disruptive SaaS-based model. We enable all publishers and marketers to deliver native video and transform viewing experience over mobile, web and connected TV. We combine a smart and light player, an algorithmic optimization layer and a native video showcase to significantly lift engagement, supply and business results. Our predictive programmatic software and private market place power 15B video views across 2M sites monthly. Founded in 2015, Cedato operates from New York and Tel Aviv. For more; www.cedato.com or follow on Twitter at @CedatoTech.

Our market

_________________________________________________________

Publishers

Pain points How we solve them

Not enough inventory space to sell video ads

Ad blocking

Programmatic trading reducing pricing and rates

Waterfall bidding process – (daisy chain process of bidding from one potential bidder to another), takes too long causing buffering and latency in video delivery

Video tags implementation across multiple screens, formats and devices is extremely complex

Scarcity of technologies that know how to truly capitalize on outstream video opportunities

1. Cedato quickly builds massive video inventory from existing assets

2. Unprecedented increase in fill-rate and revenue

3. Innovative premium native product suite significantly increases viewer engagement

4. CedatoX Private market place simply opens access to a new supply and demand stream

5. Transformed viewing experience; with minimum latency and tech disruptions / maximum control on sound, timeouts, scrolling integration, speed…

6. Open API rapidly deploys ads that unleash creative

7. Video operating system that’s easy to set up and run

8. Client–server programmatic software a lot more efficient than competing waterfall solutions

9. Simple autoplay across mobile, inapp, web, TV

10. Viewer-first approach to video ads delivery leveraged through setup interface

Marketers and advertisers

Pain points How we solve them

Ad fraud and ad blocking Lack of transparency in revenue share

model – pay huge commissions Lack of transparency in placement process Not enough choice of quality video

inventory The ability to view revenues, margins and

costs in real-time Buffering delays heavily compromise

viewer experience Video VAST & VPAID player tag coding

across diverse devices, formats & screens is highly complex

Publisher’s over emphasis on placement vs. viewer experience

1. Easily delivers native video across mobile, web, inapp, connected TV

2. CedatoX – access to premium reach and supply

3. SaaS model – far more competitive rates than rev-share model

4. Relatively simple video player 5. Consistent, streamlined cross-

device video experience 6. Innovative native products

increase viewer engagement 7. Open platform for unleashing

creative native video 8. Minimum latency and technology

disruptions 9. Viewer first approach 10. Auto-reports and outstanding

support

Networks

Pain points How we solve them

Not enough choice of quality video inventory

Loading and buffering delays heavily compromise the viewer experience

Video player tag coding for VAST and VPAID across diverse devices, formats and screens is highly complex

CTR – click through rates and false CPMs

Faulty attribution models

1. Unprecedented increase in fill-rate / revenue

2. The most user-friendly video player 3. Consistent cross-device video experience 4. Easily delivers native video across mobile,

web, inapp, connected TV 5. Innovative native products increase

engagement 6. Hybrid client–server programmatic

software–far more efficient bidding system 7. Open platform for native video

8. Minimum latency

Yield optimization is complex Mobile video is still complex

9. Successfully delivers native Outstream, Inplace, Instream video

10. Outstanding support

Our brand story _________________________________________________________

New company, growing extremely fast

Open video OS with all the building blocks for creating innovative engaging native video ad units

o Extensive API for new ad placements on any device o Built-in monetization and optimization o Enabling partners to design new and engaging ad experiences

Making it work seamlessly in a complex industry:

Video advertising is complex; ad units are managed by multiple siloed technology platforms and must adapt to the specifications of each mobile device. All these leads to conditions that make it harder to optimize in video Cedato built a simpler solution with a toolset for all players, enabling access to a hug and tremendous business opportunities in a highly lucrative market ·

Cross screen, cross device: Overcoming the mobile video technology challenges is critical for growth

Media agnostic Software-as-a-Service: While most industry players provide media solutions based on rev-share, Cedato is

media agnostic and focuses on delivering technology solutions

Helping the industry to enhance viewing experience and reduce latency o Poor video monetization techniques that rely on “waterfall” ad-source calling on

the client side lead to excess latency and hurt the viewing experience o However, because of the way the video ecosystem and standards are built

(=VPAID) true optimization cannot occur outside of the client side in real time. o Cedato’s video header bidding programmatic model takes the best of server side

optimization (real time, server to server, predictive modeling) and reduces the client-side optimization and latency to a minimum.

o Eliminating bad monetization practices o Making the process more efficient with predictive algorithms

Main competition

eyeView Spot Xchange Innovid Kaltura Tube

mogul

http://www.eyeviewdigital.com/

https://www.spotxchange.com/

http://www.innovid.com/#transform-your-video-experience

http://corp.kaltura.com/

https://www.tubemogul.com/

Video platform ssp Platform Hosted video platform

Focus on performance

Publisher platform For brands and agencies

Enables brands / agencies to plan, buy, measure, optimize ads ...

Player Content – Brightcove / Ooyala / Kaltura / JW

Programmatic video – SpotXchange / TubeMogul / Tremor / Yume / JW

Visual identity

Logo

Colors

· off-white: #e4eaee · cedato blue: #00a9df · dark blue: #12374b · pale green: #d2eba7 · teal accent: #019081

Fonts

The site and the brochures use Museo Sans 300, which has a similar feel but is more legible at smaller text sizes

Business cards use Century Gothic Regular.

Email signature

Dvir Doron

CMO | Cedato

e: dvir.doron@cedato.com | m: +975-54-5656834 | t: +972-9-861-9690 | s: dvirdo

Prepared by Debbie Meltzer, Marketing & Content Specialist