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Claria Corp.(CLRA)

 
123Jump Rating:   Underwriters: Deutsche Bank Sec.
      U.S. Bancorp Piper Jaffrey
Status: Withdrawn   SG Cowen
 
Address: 555 Broadway St.
FiledDate: 04/08/2004
  Redwood City,
   
  CA 94063
Filed Price Range ($):
       
Telephone: 650-980-1500 Filed Offer Amount ($ Million): $150.00
       
Fax: 650-980-1599 Shares Offered (Millions):
       
Websites: www.claria.com Shares Outstanding (Millions):
       
Management: Scott VanDeVelde, Pres./CEO
IPO Date:
  Richard Mora, SVP/CFO
   
  Scott Eagle, EVP
Final Offer Price ($): $0.00
       
Industry: Internet Srvs. Final Offer Size (Millions of Shares): 0.00
       
Employees: Final Offer Amount ($ Million): $0.00
       
Competitors: 24/7 Real Media
S-1 Forms:
  Advertising.com
   
  WhenU
 
       
     
     
     
       
 
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Company Links
Corporate / History Profile Executives Products Services
Major Stock Holders   (Prior To Offering)

Name

Andy Bechtolsheim
Denis Coleman
Jeffrey McFadden
Mitchell Weisman
Philip Young

Business Environment

The Internet has emerged as a powerful mass medium for information, communications and commerce, with over 204 million Internet users in the United States alone as of February 2004, according to Nielsen/NetRatings, an industry research firm. Following two years of decline, online advertising represented an estimated $7.2 billion market in the United States in 2003 according to Interactive Advertising Bureau, an industry trade group, in its Interactive Advertising Revenue Report. Forrester Research, a market research firm, projects that the online advertising market will grow at a 17.5% compound annual growth rate over the next five years to reach $15.6 billion during 2008. Key drivers of growth in the online advertising market include increased share of the overall advertising market, increased Internet and broadband use, and the proliferation of more targeted and effective online advertising delivery vehicles and formats, such as paid search and behavioral marketing.

One of the key growth drivers in online advertising is the proliferation of more targeted, measurable and effective online advertising vehicles and formats. The most significant example of this to date is paid search, which enables the delivery of advertising to a consumer who demonstrates a commercial or other interest by entering a particular search keyword or phrase. The paid search market in the United States has increased from approximately $927.0 million in 2002 to approximately $2.0 billion in 2003, according to eMarketer, an industry research firm. The paid search market is projected to grow at a 24.0% compound annual growth rate over the next five years to reach an over $5.6 billion market in 2008, according to Forrester Research.

Company Strategy
The Company pioneered, developed and operates a leading online behavioral marketing platform that enables it to deliver, manage and analyze highly targeted online advertising campaigns.

Product/Services Portfolio
The Company delivers online advertisements through the GAIN Network, which currently reaches an audience of over 43 million users enabled with its GAIN AdServer software. The Company offers the following advertiser services: Consumer targeting, Ad delivery, Enchanced delivery timing, Advertising campaign management, SearchScout, and Research and analytics. Its proprietary technology allows the Company to anonymously identify consumers exhibiting specific commercial behaviors and lifestyle indicators and to display targeted advertising to these consumers. The Company’s ability to target, based on historical and real-time behavior, allows advertisers to effectively display contextual messages to its user base. The Company displays online advertisements through a variety of vehicles, including “pop-under” ads, which open in the background of a user’s desktop, “pop-up” ads, which open in the foreground of a user’s desktop, and “slider” ads, which emerge from the lower right corner of the desktop and close automatically. The Company’s online ads can include rich media formats, such as animation, video and sound. Through the its proprietary technology, the Company can display advertisements based upon real-time consumer behavior, which allows advertisers to target consumers at various points during their online purchase cycle, from the time of search until purchase. This ability to deliver targeted advertisements to consumers at any time allows advertisers to time marketing messages to influence purchase decisions. The Company’s sales and marketing teams partner with advertisers to develop comprehensive online advertising campaigns. The Company also proactively monitors and adjusts the performance of various aspects of an advertiser’s campaign on an ongoing basis to optimize effectiveness. The Company’s SearchScout service delivers a pop-under page of paid listings in response to commercial keyword searches. For example, if a user executes a search for “airline tickets” using a search engine, SearchScout delivers a pop-under page of paid listings for the same keyword. SearchScout can also deliver a pop-under page of paid listings when a consumer exhibits certain commercial behaviors, such as viewing a travel website. Presently, Overture is the provider of the paid listings. The Company provides cost-effective customized marketing research and anonymously aggregated web usage data to advertisers. In addition, the Company uses proprietary tools to provide detailed analytics that enable advertisers to create more effective and efficient marketing campaigns. These analytics allow advertisers to plan tailored marketing campaigns focused upon maximizing their return on investment. Additionally, through its Feedback Research division, the Company provides detailed analysis on customer loyalty, insights into which consumers are responding to advertisements and optimal media placement locations for advertisers.

The Company and third-party software publishers offer free software products to Internet users in exchange for permission to display advertisements from the GAIN Network when those users are viewing web pages. The ads are displayed by the Company’s GAIN AdServer software, which is included with these software products.

The Company’s GAIN Publishing group develops and publishes software products designed to attract users to the GAIN Network. The Company offers its GAIN Publishing software products to consumers free of charge when included with its GAIN AdServer software and recently it began offering consumers the option to purchase the software products without the display of advertising for a fee. The Company has also entered into relationships with third parties that distribute its GAIN AdServer software with their own software, including DivXNetworks, iMesh and Sharman Networks, the publisher of the KaZaA Media Desktop.

Investment Analysis
Revenue increased 122.9% to $90.5 million for the year ended December 31, 2003 compared to $40.6 million for the year ended December 31, 2002.

Cost of revenue increased 27.2% to $8.8 million for the year ended December 31, 2003 compared to $6.9 million for the year ended December 31, 2002.

Product and technology development expenses increased 7.3% to $3.5 million for the year ended December 31, 2003 compared to $3.3 million for the year ended December 31, 2002.

Interest expense decreased 58.3% to $564.0 thousand for the year ended December 31, 2003 compared to $1.4 million for the year ended December 31, 2002.

Interest and other income, net increased 522.6% to $330.0 thousand for the year ended December 31, 2003 compared to $53 thousand for the year ended December 31, 2002.

Income Data 
Year Revenues Costs Oper Income Taxes Net Income EPS
2001 14678 30970 -16292 0.00 -17254 -1.729999999999999982236431605997495353221893310546875
2002 90480 63962 26518 8572 34856 1.4099999999999999200639422269887290894985198974609375
2002 40587 39181 1406 -14 91 0.00

Balance Sheet Data

Year

Cash Acct Recv. Inventory Total Cur Assets Total Cur Liability PPE Total Assets LT Debt SH Equity
2002 7573 9845 0.00 18776 11920 4592 23717 0.00 -51929
2003 14945 16259 0.00 58350 16844 10782 71675 0.00 -12977

Cash Flow Summary

Year

Net Cash-Ops Net Cash-Inv Net Cash-Fin Net Change
2001 -15967 5778 -2831 -13020
2002 2424 -3341 -2566 -3483
2003 25143 -13891 -3880 7372
 

 

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