MARKET & OPPORTUNITY:

PROGRAMMATIC TAKES OFF

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Digital Marketing Worldview & Opportunity

The future of Digital Advertising lies in

increased mobile usage coupled with
continuous technology upgrades towards
AI/ML, richer audience engagement and
programmatic advertising.

CMRSL’s Supply Side Platform (SSP) &

Demand Side Platform (DSP) Programmatic
Solutions aims at this opportunity.
By 2022, digital advertising will represent 56% of
total media ad spend Worldwide at $457 Bn

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 India Digital Marketing Opportunity
Digital and online services are accelerated by Covid19. This will impact most industries,
and have a permanent impact on consumer behaviour.

• Third largest economy

• Rapidly digitising: 1 bn users by 2030
• 390 mn smart phone users; 460 mn
internet users.
• 11GB data consumed per user
(doubling each year)
• Fastest growing digital ad market in 2019 2023

the world growing at +20% CAGR 460 390 750 650

M M M M

Online Smartphon Online Smartphon

Users e users Users e users

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Programmatic: The New Money

India Context
• Programmatic ad spends increased to 38% in 2020 from only 25% in 2019
• Growing by 47% YoY since 2018
• Big shift taking place creating opportunity for Programmatic Solution Provider

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Programmatic: Trends in India

• More companies will use data and

automation to generate ROI
• 74% Advertisers using
Programmatic in placing ads
• Top Publishers make their
inventory available via
Programmatic
• Privacy Regulations will make
First-Party data even more
important

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BUSINESS OVERVIEW

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CyberMedia Research & Services Limited (CMRSL)

Overview

CMRSL is a technology driven Digital Marketing Services and Data Analytics Company

Safe and CyberAds are our proprietory IP offerings providing AI/ML based
digital marketing solutions, market intelligence, programmatic and monetization
solutions
The company is a Google Premier Partner on AdWords and DBM, as well as a
Google Publishing Partner, i.e. Partnering on AdSense, AdX and DFP products

CMRSL directly engages both sides of the ecosystems i.e. advertiser (demand-side)
and publisher (supply-side). We create value across the entire ecosystem

CMRSL, an ISO 9001: 2008 company, is an institutional member of the Market Research
Society of India and senior analysts are individual members of ESOMAR

CMRSL is an Independent Company Promoted by CyberMedia Group

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Digital Marketing: The Ecosystem

Offers media
Bids for media opportunities Displays ad
Delivers ad and optimizes and optimizes on site

Bids Ad calls

Data Data

Enables more
informed transactions
Flow of Ads & Money Flow of Ad Slots

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 Our 360 Degree Ecosystem Play
Deep Data Insights Adwords

Predictive analytics & ML Soial Media Mgmt

Services :
Performance Newsletters
First Party Data
Marketing
Content Marketing

DMP : DSP :
Big Data Programmatic
Analytics Ad Tech
Stack
Audience Targeting
Full stack Ad mgmt
& reporting
Yield Management Direct & PG Deals
Publisher
SSP : Monetization &
Header Bidding Technology Tools Media Buying

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 Adtech Manages this Process & Reporting for both Publisher & Advertiser

User reads online content

Publisher Adtech Flow in Real-Time

AD serves the right Ad
1. Advertisers bid across real-time tools
----------------------------------------------------------------------------------------- to target users
----------------------------------------------------------------------------------------- 2. User lands on Publisher site
Advertiser ----------------------------------------------------------------------------------------- 3. Based on User demographics, and
AD -----------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------
Keyword analysis, multiple ads bid for
-----------------------------------------------------------------------------------------
ad slot.
-----------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------
4. The winning ad shows to user.

-----------------------------------------------------------------------------------------

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Simplifying the Ecosystem: Automating the Ad to User Journey

Solutions
Challenges
Crowded ecosystem with Direct engagement between
manual processes and too advertisers and publishers
many middle-layers proactively disrupts the agency
ecosystem
Brands are unable to build
and control their own Access to both demand and
data supply inventories, thereby
reducing layers and
Data around Indian maximizing margins
consumers is highly
fragmented, and Create automation and ML/AI
understanding behavioral toolset complimentary to
changes are hard to track Google and FB ecosystems
Publishers face tough Aggregate data-sets (CDP) that
challenges to Monetize create a large repository of
inventory effectively audience information

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Programmatic Buying: The Right Ad for the Right User

Right Audience Right Speed

Right Time

Right Placement

Targeting Flexibility Access

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CMRSL PROPRIETARY
TECHNOLOGY:
SSP MEETS DSP

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Our Technology Stack
CMRSL has scalable technology platforms for both advertisers and publishers driven by
data capture, conversion to intelligence and reporting.

Publisher: SAFE SSP

SAFE platform allows publishers to optimize revenues and manage their traffic more effectively. Multiple demand
sources compete for premium inventory and increases the publishers earning ability.

SAFE captures large data regarding users and their behaviour that helps publishers understand their user better.
The data collected would be utilized to build better predictive models to improve monetization, traffic and analysis.

Advertiser: CYBERADS DSP

CyberAds provides an automated, AI/ML based programmatic and media buying solutions. Our targeting engine
provides Brands and Agencies end-to-end media buying creating better targeting and ROI across campaigns.

CyberAds automated platform leverages cross-device targeting that allows brands to target inventory across
multiple publishers to reach users in targeted manner. This allows them reach to new potential customers at lower
costs.

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Our Data Stack: Continuous Data Collection

Each Impression served helps us collect User data

AI/ML engine powers quality ad experiences, and is highly scalable

Data & insights

Inventory (monthly) AUDIENCE AD Technology
SEGMENTS IMPRESSIONS
Cross-Device Frequency
1000 + General
1 bn+
Control
100% Brand Safety
Publishers News
Geo Targeting
145
Automotiv mn+ Device Targeting
4.5 Bn + e
373 mn+
Ad impressions Various Ad Formats &
Technology Serving
1.5 bn+ AI Based Audience
Entertainment
2 Segmentation
Billion PVS 280 mn+ Demographic Targeting
Life-Style

615 mn+
Education
Big Data Play: Powering AdTech through User Behaviour

Analysis Of Behaviour Live Campaign Response Analysis

Helps in track recency, frequency and Real-time analysis of campaigns for
financial behaviour of a user. USER the most optimised delivery.

Demographics Analysis Audience Insight Reporting

Tracking of age, gender, income etc. of Audience reporting built inside
users. Programmatic solutions for
pre/mid/post campaign analysis.

Living Style Analysis Device Mapping

Keeping track of interests of the users
Mapping of different devices of a
for the right campaign delivery such as
same person
sports, movies, shopping.

Location Analysis
Where they live, work, visited & travel
plans predictions

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 Safe SSP: A Unified Dashboard
Safe allows publishers to determine which ads to run on their websites
Analyze and Maintain Complex reports from multiple demand sources in an unified dashboard

Machine Learning

Deep Data Insights

Yield Management

Simplifying Ad
Optimization

Revenue Maximization
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Safe SSP: Optimum Ad Waterfall & Header Bidding
WRAPPER
The wrapper is
SCRIPT
responsible for auction

▪ Benefits For Publishers Xandr - $ 2.00

Sovrn - $ 1.90
in real-time. Wrapper
streamlines the header

▪ Automated Ad Waterfall
Open X - $ 1.50 bidding
IE - $ 1.00

model
▪ More demand sources Publisher Site
▪ Greater fill rate and
AD RESQUEST TO

A----------------- WRAPPER
revenue ----------------------
A

▪ Better management D
--------------------- Line item Competition
A

▪
SPONSORSHIP
Benefits For Advertisers D
---------------------- STANDARD
Transfer the winning
▪ Access premium inventory bid to the Ad Server
----------------------
ADX AD $2.02
PRICE PRIORITY - Xander's bid
($2.00) (GAM)
▪ Better ad targeting and

M
AT
AdX - $2.02

C
HE
reach

D
AD
RE
AdSense

QU
▪ More data HOUSE

ES
T
AdExchange won the auction.
by - 0.02 margin

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Safe SSP: Powering Publishers to Grow by 30% or more

16+ Demand Sources Native and Video Ads

via Header Bidding

Direct Deals & Programmatic Ad

DV360 Deals Campaigns

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Cyberads Platform Framework

Audience Data Processing Experience

SSP / API
CDP
First & Second party Best Ad Experience :
ML Checks For :
Data Compilation For :
Inventory integrated Engaging rich media ad
Geo based targeting Real time fraud
within Cyber Ads
Interest based Enhance quality Native ads
targeting
Understand Intent Video ads
Device based
targeting Enhance Ad Speed Expendables

Appographic targeting HTML5 ads

Trading Desks
CyberAds DSP: Performace Marketing for Advertisers

Efficient systems ensure better ROI

Own AdX seat, fully equipped to supply
inventory and audiences at scale
Enhanced Targeting
Increased Control
Cross-screen targeting
Scalable
Cost Effective
Fraud Detection

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 GROWTH STRATEGY:
LEVERAGE DATA FOR MULTIPLE
REVENUE STREAMS

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CMRSL Advantage

Ready products to scale up in the Digital Marketing Space

▪1000+ publishers using Safe to optimize their revenue from 16+ demand
sources. CMRSL takes a percentage of revenues.
▪Safe Header Bidder technology adopted by over 50 premium publishers.
▪CyberAds DSP powered by first party data powered ad targeting.
▪Data Analytics to drive new areas of revenue opportunity.
▪Right technology for a high growth industry at the right time.

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CMRSL Advantage
A strong team, that blends experience with great
market relationships
▪Digital marketing is a greenfield sector in India with strong valuation story, high growth sector and
a focus on future technology.
▪Experienced management team running a digital marketing firm with customer centric approach.
▪"Data is the fuel of the future". CMRSL is aggressively growing its ability around data collection,
ML/AI and analytics.
▪Immediate entry into the programmatic market.
▪ With over three decades of experience and 375+ Clients, CMRSL offers extensive network inventory
across verticals and Ad types.

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CMRSL Roadmap 2020-21
2014-16 2018 2020 2021

Focus on in-house Adtech CDP stack with

products - scale Safe & HB. advanced ad tech
Launched of CyberAds for options.
Evovled into a Advertisers.
full-service digital Build tools in Safe
marketing agency & CyberAds to
managing lead gen, deliver higher
social media, SEO, performance.
creatives for brands.
Build more features in Safe
& HB optimization. Create additional
revenue streams
around Data
Continue to add more
Launched Safe, our
demand sources and
technology platform
Integrate with largest
providing monetization
trading-desks globally.
options, and reporting for
Successful Launch of Digital publishers.
Scale interntational
Marketing busn.
operations.
Partnership with Google
helped rapidly gain
customers.
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Select Key Clients

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ORGANIZATION

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CMRSL Shareholding Pattern

35.84% Investors

59.11% CMIL

5.05% Founders

CMIL – CyberMedia (India)

Ltd.
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Promoters Profile
▪ Pradeep Gupta, Chairman of CyberMedia Group Companies founded CyberMedia

in 1982
▪ An angel investor who has mentored over 250 startups. Conferred the “National

Entrepreneurship Award as the Best Mentor” by the Govt. of India.

▪ Co-founder of Indian Angel Network

▪ He is/has been on the Boards of UTI AMC, IvYCap Ventures, Infinity Venture

Partners
▪ Past trustee of TiE Global

▪ He is/has been on the Boards of Association of Indian Magazines, IIM Calcutta

Incubation Park, IIT Delhi incubator , IIT Mandi, Indian Newspaper Society, Lemon
Tree Hotels, NCPEDP, PanIIT, etc.
▪ He is an Engineer from IIT Delhi (1975) and an MBA from IIM Calcutta (1977).

▪ He is the recipient of the Distinguished Alumni Award of IIT Delhi and IIM

Calcutta
▪ He is the recipient of the Helen Keller Award for working in the disability sector.

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 Leadership Team
Executive Director - Dhaval Gupta
Dhaval Gupta, heads digital initiatives at CyberMedia. As a new media advocate, He has a keen understanding of media and technology space. He has played a pivotal role in
establishing CyberMedia as a leading digital services setup. He oversees CMRSL and is the architect of CMRSL’s partnerships with Google, Facebook, Twitter, etc. By building
comprehensive online brand strategies, audience profiling and big data analytics, he has built a strong team based on detailed understanding of the global digital economy
His other passions also include working within the start-up ecosystem. He has been actively involved as a mentor & advisor to start-ups in field of Media, Marketing and
Technology. He is an investor in WittyFeed.com, India’s largest viral content brand. He is a Graduate of University of Wisconsin – Madison. He has 12 years of industry
experience, including stints in USA and Singapore.

President - Thomas George

Thomas George, leads CyberMedia Research. Thomas has more than twenty two years of industry experience in business market research, consulting and advisory, media and
content within ICT Industry. He has close to ten years in a general management role managing P&L and served close to twelve years’ in functions like sales, marketing
business development and client servicing. In his earlier stints, Thomas led his team in various new initiatives at IDC India as Country Manager for Indian operations, including
research in non-traditional domains, city-level market sizing studies and the Go-To-Market Services practice. Prior to joining IDC India, he worked with Global Solutions, a
software development firm in a sales and marketing role for close to two years. Thomas is an Economics graduate and is based out of Bangalore, India. He is also a qualified
lead auditor for ISO 9001: 2008 Quality Management Systems requirements and a certified Six Sigma ‘Green Belt’ quality professional.

President - Dwij Seth

Dwij Seth, CEO, CyberMedia Services is a Marketing professional with over 13 years of cross-functional & diverse experience in the domain of Sales & Marketing along with
organizational strategy development. He has expertise in media sales, advertisement end-to-end solutions, enterprise sales, digital inventory sales, business development
client relationship management, market penetration and team management. In his last assignment, he was the vertical head of Hindustan Times. Earlier, he was head of sale
for HT Campus. He started his career with Indiabulls Securities. He later joined wealth management business of DBS Cholamandalam. He has worked with companies like
Fullerton Securities & Pioneer Investment Corporation in BFSI Domain. He is an MBA from IBS (ICFAI), Gurgaon and holds a B. Com (H) degree from Delhi University.

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Key Investors

▪ Ajai Chowdhary – He is one of the six founder members of HCL. A highly decorated Indian Industry icon, today he is an
inspiration for young Indians. He is currently the Chairman-Board of Governors at IIT Patna.

▪ Rohit Chand – He has over forty years of experience in the IT Services Industry. He has a Bachelor's Degree from the IIT, New
Delhi and an MBA from the Katz Graduate School of Business, University of Pittsburgh, USA. He has done significant amount of
investment in unlisted high growth companies and assist them in policy formulation.

▪ Gunavanth Vaid – An serial angel investor with a strong record to helping companies grow rapidly.
▪ Pramod Gupta – He has over 19 years of experience in Indian Equity markets across brokerage firms, Mutual fund and
Insurance company. He did equity research in both BUY and SELL side and fund management in mutual fund and Insurance
company. He is currently involved in Business, Strategy and Financial consulting to listed & unlisted companies and Investment
advisory.

▪ Mahesh Vaze – He is an angel investor. He has invested a significant amount in unlisted companies.

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FINANCIAL HIGHLIGHTS

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Financial Highlights

CyberMedia Research & Services Ltd. (Consolidated)

Particulars (INR Lakhs) FY18A FY19A FY20A FY21P FY22P

Total Revenue 1,924 3,858* 3,081 3,000 4,200

EBITDA 151 99 118** 175*** 400

* Increased spending on Marketing and Technology to achieve near doubling of revenue.

** Company focused on higher margin business.
*** Even during the Pandemic company has maintained revenue with improved EBITDA

# CMRSL is transitioning our Digital Marketing Operations from low-margin services based revenues to high-margin
tech driven solutions.

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Safe & CyberAds Competitive Landscape
Technology / Features CMRSL Affle InMobi Pubmatic AdPushup
Unified Reporting for Publishers Yes No No Yes Yes
Publisher Monetization via Multiple Demand
Yes No Limited Yes Limited
integrations
Limited
Header Bidding Technology Yes No Yes Yes
use tool
First Party Data Capturing (DMP option) Yes No No Yes No
Only for
Programmatic Solutions for Pub & Advt Yes Limited Yes No
Advertiser
Performance Marketing for Advertisers Yes Yes Yes No No
Online Web,
Online Web, Mobile, Apps, Online Web,
Focus Areas Affiliate, Apps Mobile, Apps,
Mobile, Video Native Mobile
Video, Native
Funding Received ~$1 Million ~60 Million ~$320 Million $194 Million $2.7 Million

Est. Valuation TBD ~$2 Billion ~$1 Billion ~2.6 Billion ~ $15 Million

Est. Annual Revenue $5 Million ~$70 Million $235 Million $149 Million ~$3 Million

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