Why agencies should in-house ad-tech

1. Kritter Introduction
By - Arjun Som (CEO)
arjun.som@kritter.in
18-11-2014

2. Agency– Business Case
An Agency or Trading desk, running trade on top
of networks, Licensed, or third party platforms.
-- Why home grow technology
-- Why RTB
-- Why Programmatic
-- Why buy ready products and not build
-- Why Kritter
18-11-2014

3. Business Case – Why
Intellectual Property: Intellectual property is not ad-serving, RTB bidder, big data platform, Which most ad-tech companies claim.
IP is when trade happens on these technologies, the learning your campaign managers get to isolate ROI techniques and provide
scale to advertisers.
Data: Inventory/supply, targeting, how granular should the targeting be, what creatives work, what time of day, what bid gets me
the best traffic. That sliced by advertiser product offering. That sliced by advertiser feedback of the user in the flow, registered,
engaged, bought, repeat buy etc.. Harnessing this data could lead to automating media planning and buying
Programmatic: A system that incorporates media teams learning, provide a platform to automate redundant activities, moves
them from low level to high level tasks of analyzing and acting
Cost Chain: Agencies charge 15% on of the media spend, platform charge 15%, ROI player (retargeting, CPA) charge the arbitrage
of bid Vs CPA, Ad-network charge flat 50%. On an average only 60% of your media budget is actually spent on buying media.
Increase your operating margin!
RTB: All supply is moving to exchanges with only remnant staying with ad-networks. All demand moving to platform with access
to multiple supply sources to give single point access to media buying. Making your media buying unbiased with multiple supply
sources is the market direction.
Vertical Integration: Basic Economics, 80% of ad dollars are for performance, and 20% for brand. Stabilizing and de-risking your
supply is the natural progression. Giving your sales team a technology where they can say YES to every business enquiry, with ease
of global scale and no risk of fill rates
Supply sources: Apart from keywords, which is company owned supply. All the other supply is with exchanges, or privately sold by
premium publishers. All non exclusive supply sources are opening up for a media buyers to increase competition for their
inventory which drives up their prices.

4. Business Case – Advantages
• In this hyper-competitive market for agencies, with paper thin margins, differentiate yourself
and improve your odds and business margins
• Move away from black box platform, get better control and transparency on media buying
• Automate redundant tasks, and move your team from low level tasks to high level tasks
• Embed your media buying team’s learning/hunch into the technology bringing efficiency,
fewer people can handle more business
• Deepen your relationship with your advertiser by bringing tech on the table
• Be more than a operations extension, get in to the marketing board room
• Compete with global giants with a local approach, by acquiring technology they have and
utilizing relationships you have
• Avoid paying recurring fees against licensed technology, own it!
• Avoid paying margins to networks and third party ad-tech players, while you do all the work
• Increase relevance with your advertisers, by providing a full array of media buying capabilities
• Plan the advertiser’s budget, instead of getting one assigned to you
• Have device agnostic serving and buying technology to incorporate the future
• Access the best supply through exchanges

5. Kritter!
18-11-2014

6. Founding Team
Arjun Som: BE in Computer Science, GGSIPU.
- Specializes in the set up of the direct sales, inside sales and online sales channels, customer acquisition, Org set up, and deep
understanding of start up execution
- Worked in various roles in the digital marketing space, including affiliate, agency, demand, supply and network, in companies like
InMobi, Sapient, iGlobalMedia, and Indiaplaza
- Leads Kritter’s business development, marketing, and over all PnL
in.linkedin.com/in/arjunsom/
Kshitij Sooryavanshi: B.Tech., Computer Science, Indian Institute of Technology, Kanpur.
- Specializes in core engineering, solving, machine learning, mathematical computing, algorithmic tasks, data mining, and predictive
modeling
- Worked in companies like, InMobi, Vizexperts, Apache design solutions (acquired by Ansys)
- Has varied experience in internet startup product development
- Leads Kritter’s product line development, managing Programmatic buying and selling platform
in.linkedin.com/pub/kshitij-sooryavanshi/31/b43/b64
Rohan Rai: B.Tech + M.Tech. (dual), Computer Science, Indian Institute of Technology, Delhi.
- Specializes in data engineering, distributed data platform,big data and setting up data management platform
- Experienced in start up domain having worked in early to large stages of InMobi, ZivaSoftware, Bizense, Qwest
- Has varied horizontal experience in new age technology cutting across search, ops, dev ops, business rule management systems
- Leads kritter’s data engineering
in.linkedin.com/in/rohanrai
Vikrant Chahar: B.Tech., Computer Science, Indian Institute of Technology, Guwahati.
- Specializes in core engineering, solving ad serving, ad relevance, ranking, selection and market place dynamics
- Worked in companies like, InMobi, Stratoshear, Globallogic,
- Has varied experience in both software product and services
- Leads Kritter’s product line development managing ad-serving
in.linkedin.com/pub/vikrant-chahar/13/223/676
18-11-2014

7. Kritter Business Model
$
Adv Consumer
18-11-2014
Advertising / Technology Players
Inventory
$ $
Product
and
Services
$

8. Kritter - Solution
Kritter is a pure play product and services company in the digital advertising
space. Kritter provides industry players with highly customizable products and
flexible services to run their digital business.
Kritter Products: Coded in
-- DSP : Java
-- Ad-server : Java
-- Bidder: Java, Python, R, C++
-- Data platform (Big Data): Pig
Kritter Services:
-- Integrating above products into client’s stack
-- Customizing Kritter products to fit client’s business needs
-- Open up Kritter product modules, and integrate it to client’s technology
-- Offshore outsourcing existing engineering tasks
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9. Kritter - USP
-- Built a business model around enterprise ad-tech software
-- Deploys products with source code on client’s servers and location
-- Customizable products to fit business needs
-- Experience in building high scale ad-tech
-- Help agencies maintain and enhance tech, while they focus on business
-- Industry experience, to help streamline business customization and product
roadmap
-- Helps companies take new models to market with lightning speed
-- All new technology requires a learning curve, specialized skill, and revenue risk to
learn if it works. Kritter helps you de-risk!
-- 80% of the software code has 20% of the trading impact, and 20% of the software
code has 80% of the trading impact. Kritter products provide the 80% code right out of
the box. Your engineers can focus on tweaking the 20% code impacting trade, using
Kritter algorithms as a base model to improve upon. This keeps engineering team lean
and high skilled. (Computational Mathematics/machine learning specialists and data
scientists)
-- Helps profit positive companies acquire technology keeping investments lean
-- We are a start-up

10. K-DSP- Architecture
Agency
Agency
Dev
Adv
18-11-2014
- Campaign Set up
- Targeting
- Creatives
- Bid & Budget
Ad- Server
-- App and Placement
set up
- Margin
- eCPMFloor
- Ad preferences
Pub 1
Pub 2
Pub 3
Pub N
-- Event tracking
-- Billing
-- Internal and External Bid setting
-- Ad and Site approval
-- eCPM maximizer
-- Selection and Filtering
-- CPM, CPC, CPI billing
Bidder
Exng 1
Exng 2
Exng 3
-- CPM to CPM bidding Exng N
-- CPC to CPM bidding

11. Key Features - DSP
Highlights:
• Integrate multiple supply sources: Websites, Applications, Exchanges, Aggregator, SSPs
• Campaign creation, budget management, bid management
• Ad creation, IAB standard creative format uploading, targeting
• Billing system to handle house clearing
• Reporting: Demand, Supply and Network statistics, along with saved queries
Key features:
APIs: Integrate any third party campaigns management or supply management tools with APIS. Build self serve
UI and integrate it to the back end with APIs
Org Fitment: Customize the admin UI to superimpose your organization structure. This will allow you to set up
access control across your ad-operations
Margin Management: Set budgets on the demand side by having internal and external bids and budgets. Set
payout margins for publishers and eCPM floors to manage supply buying costs
Content Guidelines: Ad approval and site approval queue, whenever a new ad or site is created or existing
ones are modified, this comes into the queue for approval. This ensures your content guidelines are maintained
centrally, and your ad-ops team has a organized way of making sure what is going into the system to avoid irate
advertisers and publishers
Hygiene setting: 4 types of hygiene mapping in the system. Premium, Family safe, performance, mature. To
make sure the right set of ads are going onto the right set of inventory, and to maintain system hygiene.

12. K- ad-server - Architecture
Campaign
Ad
Creative
Targeting
Predictive
Analytics
Ranking
Algo
Rich
Media
Serving
Feedback
Bidder
Summary
Fraud
Detection
Post
Impression
Marketing
KPI
Billing
Site/App
Exchange
Filters and
Floors
Predictive
Analytics
Clearing
House
Revenue
Max
Rich
Media
Market
Place
Margins
Manual
Overrides
DMP

13. Key Features – Ad-server
Highlights:
• Mobile and PC ad-serving :Banner, text, and, rich media ad delivery on exchanges and direct inventory
• Post impression tracking, attribution right up to conversion
• Conversion based pricing and selection, targeting manipulation on the fly for maximizing ROI
• Fraud detection and mitigation
• Connect multiple supply Sources, publishers, exchanges, aggregators, etc…
Key features:
Selection: Hundreds of advertisers, with hundreds of campaigns, thousands of ads, thousands of creatives and
millions of permutation and combinations with targeting and placement preferences. The ad-server
accommodates and automates.
Filtering: Advertisers want to be on some inventory and don't on some, they would like some categories and
not like some, they choose granular targeting to ensure measurability across thousands of ads. Supply partners
have brand protection clauses, anti competition ad-preferences, floor pricing, and house ads. The ad-server
honors and automates all.
Ranking: Advertisers want acquisitions, the publisher wants eCPM and fill, while the network wants to make
profits from all interactions. The ad-server has a unique ranking algorithm that automates optimization.

14. K-Bidder - Architecture
Ad-server
Exchange -
1
Exchange -
2
Exchange -
n
Algorithms
Adapter Integratio
ns
Data
Summaries
Campaign
Budget
Campaign
Details
Post
Impression
Ad-serve
Logs
Conversion
DMP
Win
notification
Supply
Forecasting
Price
Landscape
Offline
Bidding
CTR
Prediction
Online Bid
Adjustment
Risk
Managemen
t

15. Key Features
Highlights:
• RTB bidding across any number of exchanges
• Offline bid feedback provided to the online bidding agent to minimize server costs
• Single point management across hundreds of advertisers, thousands of campaigns, thousands of ads, and
multiple exchanges. Keeping ROI and profits positive
Key features:
• Profit Maximization: Advertiser enters the max bid he is willing to pay for targeted traffic, while the
exchange bid request keeps modifying over time. The Bidder component ensures it bids a value lower than
the max bid, and for which traffic is available. This provides scale to and ensures profits for the network
• Supply Forecasting: Forecasts traffic against targeting granularity and combinations. Learning from
interactions over time.
• Price Landscape: Predicts the price of the inventory, learning from interactions.
• CTR Prediction: Our bidder allows for your advertisers to bid on CPC while the bidder predicts CTR and
bids on CPM on the exchanges.
• Risk management: Supply through exchanges is ever changing, interactions once positive could go into
heavy losses in a matter of seconds. Kritter’s unique financial risk module, monitors and mitigates this.

16. K-DP - Architecture
Ad-server
Supply
Products
Demand
Products
Advertiser Publisher
Transport
Raw Data Store (Distributed Data System)
Transport
Processing
Fan Outs
HDF
S
MySQL
Propri
ety
Hive
Reporting API
Reporting Analytics Feedback
DMPs, Data
Enricher,
Data
Augmenters
Machine
Learning

17. Key Features
Highlights:
• Integrate with multiple logical boxes, like ad-serving, bidder, buy side, and sell side products. To transport
and store data of various dimensions and granularity
• Fan outs/APIs: Pipe this data in to various front end products, like analytics, interface based query system,
customer reporting. Pipe processed information into machine learning systems to empower various
algorithms.
• Monitoring and alerting: Create various rules and processes to alert business and technology teams on
anomalies and fluctuations.
• Processing: Create custom rules to process the raw data, integrate external DMPs to enrich data. The
processing will keep in mind the varied outcome of the data needed for the business and technology
Key features:
• Big Data: This platform transitions with your business scale with seamless big data/distributed data
infrastructure. Works on RDBMS, and when your data hits inflection point, can se ported into a Hadoop
infrastructure without any coding
• DMPs: Integrate external or home grown DMPs like bluekai, lotame, factual, etc to enrich ad-serving and
bidding algorithms
• Customize: The DP can be customized to fit your business models like, hyper local, lat long, retargeting,
UDID based serving, cookie technology

18. Kritter Pricing
Product Pricing: One-time price for a life-time license
• Business training and handover
• Technical training and handover - Documentation
30 days: Acceptance period – Free
30 days: Warranty period - Free
Services: Charged on time spent
• White labeling the product
• Integrating the product with existing technology
• Customizing client’s business model into the product
Maintenance:
• Reactive Maintenance: Send an email to Kritter support and pay hourly charges for debugging (In case of client
having an existing technology team, wanting to manage tech operations)
• Proactive Maintenance: Monthly fixed charges to manage 24/7 tech operations and debugging of the software (In
case of client having no technology team, wanting to outsource full tech operations
Enhancements:
• Enhance patch: Kritter will keep releasing patches to enhance its software and will notify the customer of the new
features. Customer can pay a one time patch update price to acquire new features
• Enhancer retainer: Post delivery if the customer is looking at regular enhancement of the software. A pod will be
built within Kritter to manage the road map of all developments, having a product manager, project manager, and
engineers (based on work load). Patches included

19. Pricing Models
Product Acquire:
-- License and customization Price
split by deployment stages
-- Engineering handover
-- Acceptance and warranty
period
-- Maintenance as required by
client
Who?
- Clients with Engineering team
- Clients with existing tech
- Clients looking to extend
business and tech
Product Hire & Acquire:
-- License and customization Price
split into monthly installments
-- Once installments are
completely paid, the license is
handed over
-- Engineering handover
-- Acceptance and warranty
period
-- Maintenance fee incorporated
into installments
Who?
- Agencies, ATDs
- Clients looking to move
business from third party to
their own to increase margin
- Clients looking to change
business model through
technology
- Clients trying tests with tech
and business model
Specific tech module
Acquire:
-- Part payment for Integration
and deployment into stack
-- Engineering handover
-- Acceptance and warranty
period
-- Rest of the payment
-- Maintenance as required by
client
Who?
- Client’s looking to acquire
specific modules, like, RTB,
Fraud det, Billing, Algorithms,
etc…
- Clients with Engineering team
- Clients with existing tech
- Clients looking to extend
business and tech

20. Kritter Product- Infrastructure cost 150mn Requests/day

21. Kritter Product- Infrastructure cost 1.5bn Requests/day

22. Kritter Vs. Appnexus (Rough Estimate)

23. Thank You
www.kritter.in
Enabling technology for advertising
business
18-11-2014