revolutionizing media & advertising · as ever more content competes for a finite amount of...

REVOLUTIONIZING MEDIA & ADVERTISING

AUGUS T 2 018

UNIVERSAL ATTENTION TOKEN AUGUST 2018 ©SOCIALFLOW 2018 1

Frank Speiser, Jim Anderson, Stephanie Fossan, Sam Kaufman,

Joe Papperello, Guru Hathwar, Tom Proenza, Yaz Khoury,

Manchul Park, Jon Lorusso, John Lenehan, Brian Lai,

Kathrina Kotcharians, Yuval Cydulkin, and Patrick Speiser

SocialFlow plans to use its scale and relationships with Publishers to improve the value proposition for all players—Publishers, Users, and Advertisers. We intend to do this while creating a better experience for Users. We anticipate that the Universal Attention Token

(UAT) will be used as the means to track the flow of attention and engagement from Users to Publishers so Publishers can be adequately compensated. We expect advertisers to provide

the dollars that fuel an ongoing ecosystem.

ABSTRACT

This white paper does not constitute an offer to sell or a solicitation of an offer to purchase securities of any nature

whatsoever, nor do the contents of the presentation constitute legal, tax or business advice. Certain statements in

this white paper constitute forward-looking statements, and are subject to change. When used in this white paper,

the words “may”, “will”, “should”, “project”, “anticipate”, “believe”, “intend”, “expect”, “continue” and similar expressions

or the negatives thereof are generally intended to identify forward-looking statements. Such forward-looking

statements, including the intended actions and performance objectives of SocialFlow, involve known and unknown

risks, uncertainties and other important factors that could cause the actual results, performance or achievements

of SocialFlow to differ materially from any future results, performance or achievements expressed or implied by

such forward- looking statements. No representation or warranty is made as to SocialFlow, future performance or

such forward-looking statements, and all such statements speak as of the date hereof, and are subject to change.

The contents of this white paper are confidential and proprietary and may not be reproduced or shared without

the express prior written consent of SocialFlow, Inc. The use of this white paper shall be subject to the

intellectual property rights of SocialFlow, Inc. in all respects. Learn more at socialflow.com/uat.

socialflow.com/uat facebook.com/socialflow twitter.com/socialflow youtube.com/socialflow t.me/socialflow

www.


The current digital advertising model is inefficient at best, and broken at worst. Consumers of content are faced with escalating ad loads as well as increasingly interruptive ad units. The resulting experience is slow and poor, and unsurprisingly has yielded anemic engagement with digital advertising.

The inefficiencies of the current model take their toll on each party in the system. For publishers and media companies1, the competition for attention is fierce and intensifying, as ever more content competes for a finite amount of consumer attention. Referral traffic is squeezed by changes in social networks’ algorithms over which publishers have no control. From a revenue perspective, publishers lose money to the many-layered system of intermediaries that take a cut of advertising budgets. Facebook and Google alone now hold or directly influence nearly 60% of US ad market share, and even as their growth shows signs of slowing, the beneficiaries are other technology giants such as Amazon2. Media companies are left to battle for the rest.

Facebook and Google alone now hold or directly influence nearly 60% of US ad market share, and even as their growth shows signs of slowing, the beneficiaries are

other technology giants such as Amazon.

Advertisers3 also face many challenges in the current system. Non-viewable and simply fraudulent ad impressions are prevalent, and some advertisers estimate that as much as 30% of their ad dollars are wasted4.

1. PROBLEM STATEMENT

“

1 In this document, the term “Publishers” includes newspaper & magazine media, broadcast television & radio, and digital-first publications.

2 “Rivals Chip Away at Google’s and Facebook’s U.S. Digital Ad Dominance, Data Show”. Wall Street Journal (subscription required), March 19, 2018. http://sflow.us/w4XUT5u

3 “Advertisers” includes any entity wishing to purchase views or engagements from Users in the UAT ecosystem.

4 “Digital Advertising is Facing Its Ultimate Moment of Truth, and Billions of Dollars are at Stake”. Adweek, September 4, 2017. https://trib.al/0pYSVcD


Almost 200 of the world’s top publishers and media companies use SocialFlow’s platform to distribute and/or monetize their content on social networks. Given the size and scale of our publisher partners, the volume of content distributed and the population these posts reach is extraordinary. Additionally, SocialFlow has supported campaigns that have generated tens of millions of dollars in revenue for our clients, giving us a deep understanding of the challenges and opportunities in the digital advertising space.

Media content published through the SocialFlow platform generates reach of more than 1 trillion (1,000,000,000,000) annually5. The majority of this content is published to Facebook and Twitter, but destinations also include Instagram, LinkedIn, Pinterest, Apple News, and even Google Plus. Users make almost 9 billion (9,000,000,000) clicks per year on these posts, and as a result we see Device ID information on more than 2.4 billion different devices.

The sheer volume of media published to social networks through SocialFlow, and the massive audiences reached, will provide the backbone for our new blockchain-enabled advertising ecosystem. Designed to eliminate or reduce many of the problems inherent in the current system and give greater value back to Publishers, Users and Advertisers alike, we believe the Universal Attention Token (UAT) Ecosystem will be a positive contributor to the digital advertising space.

User experience has taken a back seat to the friction generated by the system, causing consumers to turn to ad blockers in the hopes of having a more enjoyable—or at least tolerable—media experience. The use of these ad blockers has had a real and negative impact on the revenue of Publishers, as well as the ability of Advertisers to reach consumers with their messaging.

With this white paper, SocialFlow proposes to create a new blockchain-enabled digital advertising system that will yield a better user experience and deliver greater value to publishers—while preserving the ability of advertisers to reach prospective customers.

2. SOCIALFLOW’S POSITION IN THE MEDIA WORLD

5 Facebook has a specific definition for “Reach” (see https://trib.al/K0nXfRm). To estimate reach across all platforms (some of which, such as Twitter, do not measure or report Reach in the same way), we calculated an estimated equivalent reach using social actions. For instance, if a page had Facebook reach of 1 million, with 20,000 social actions, we can estimate that for Twitter, 10,000 social actions would correspond to Reach of 500,000. Note that Twitter has a reach metric available for ads account partners, but posts from those companies are a statistically negligible ratio of our Twitter posts.


Expected Data Attributes of Click TrafficSocialFlow processes almost 9 billion clicks per year. Information in each click may include: Location (latitude, longitude, city, region, country, IP*), Language, URL (full address, domain), Date & Time, Device ID (mobile, tablet, desktop), Browser & OS. Some data elements are anonymized in this example.

* IP Address is not kept in all instances (e.g., when not permitted by GDPR).

#

FIGURE 1

Hash Session ID

CityState

Client IDService ID

DateTime

LatitudeLongitude

CountryLanguage

URLDomain

User AgentIP


Current SocialFlow Scale

METRIC ANNUALIZED6 TOTAL

TABLE 1

6 Reach, Clicks, and Posts are annualized run rates based on Q2 2018 actuals. Device IDs, Clients, and Social Properties are snapshot numbers as of July 2018.

REACH

CLICKS

DEVICES

POSTS

CLIENTS

SOCIAL PROPERTIES

1.1 TRILLION

8.9 BILLION

2.4 BILLION

50 MILLION

190

16,000

We believe that Publishers and Users should receive a greater proportion of the value in the media experience than they currently do. We feel the best way to accomplish this is with fewer, higher-quality advertisements targeted to audiences that have opted in to the system and shared their preferences.

As we build out this new capability, we will seek to shift value from social platforms, ad technologies and intermediaries to the content creators and users – yielding a model more reflective of what the audience and creators deem to be important, informative & entertaining.

3. OBJECTIVES & APPROACH


These goals inform our thinking:• Publishers should be compensated fairly for the quality content they provide;

• Users should be able to engage with content in an enjoyable way, and have their time and the ownership of their data respected; and,

• Advertisers should be able to build meaningful relationships with their audiences through high-quality messaging that users are primed to engage with.

To accomplish these goals, SocialFlow plans to:1. Use blockchain technologies to create an immutable ledger of attention, starting with a

portion of the nearly 1 billion clicks per month that already pass through SocialFlow.

2. Mint a supply of Universal Attention Tokens (UATs). These utility tokens will serve as the accounting mechanism to track User action within the ecosystem. Each token will represent some fraction of a unit of engagement (clicks, views, impressions, or other measures of engagement). The flow of UATs will constitute an internal tracking system, owned and operated by SocialFlow, which will serve as the reporting mechanism for User engagement.

3. Create UAT “virtual wallets” to enable the tokens to flow and account for where engagement has occurred within the system. SocialFlow will have sole signing authority for all wallets, limiting token use to one of accounting within the UAT system.

4. Develop relevant messaging and incentives, including an initial allocation of UATs, for Users to opt-in to the system. Users will be able to replenish their token balances by engaging with advertising messaging. Tokens can only be used in the UAT system.

5. Contract with Publishers for advertising on their pages and to use the UATs as the standard reporting mechanism to exhibit the impressions or engagements for which they will be paid.

6. Work with Publishers to allow Users to access content behind paywalls using tokens to account for their views.

7. Allow Advertisers to buy higher-quality, lower-frequency ads with increased levels of trust, targeted at audiences segmented by content interest. Users will be incented to view/ interact with these new bolder-format ads, as doing so will replenish their UATs for use in the system.


8. Serve as administrator of the UAT ecosystem. SocialFlow expects to charge an administrative fee for advertising and token accounting.

9. Create a series of APIs that allow outside partners to participate in the ecosystem and deliver advertising experiences to this opt-in audience.

10. Pay Publishers at regular intervals, according to contracted rates for the units of attention they have accumulated as exhibited by the UATs. (Note that Users will not have this option. Any UATs accumulated in User wallets can only be used for services within the system.)

11. Enlist Advisors who can help explain and evangelize the ecosystem.

We believe that we have already made substantial progress in each of these areas, and that our long-standing relationships with the world’s top publishers gives SocialFlow a significant advantage over other companies pursuing blockchain-enabled solutions in this space.

Our unique position in the current marketplace, and the capabilities enabled by blockchain, should help to ensure that the needs of the Publisher, Advertiser and User are all met.

Anticipated Benefits of UATs

FOR PUBLISHERS FOR USERS FOR ADVERTISERS

TABLE 2

• New revenue stream

• A different way to allow users through paywalls while still receiving compensation

• Use tokens to view content behind paywalls without having to convert to a subscription

• A better browsing experience, with fewer, better ads

• Blockchain-enabled ledger of user clicks provides trusted audience segmentation for campaigns

• Access to opt-in audiences


Within the ecosystem SocialFlow expects to develop, the UATs will circulate between Users and Publishers to account for User engagements within the system, with Advertising dollars serving as the fuel for token circulation.

4. UTILITY TOKEN STRUCTURE AND TECHNOLOGY

Projected UAT Flow

PA

Y

WA L L

FIGURE 2

SocialFlow is using its scale and relationships with Publishers to shift a portion of the value in digital distribution back to the Publishers who create the content. We intend to do this while creating a better experience for Users.

Advertiser dollars fund ad campaigns,

which are accounted for using tokens.

Users replenish tokens when interacting with

advertising experience.

A User looking at her social feed clicks/taps on a story that was published via

SocialFlow.

Trib.al matches clicks to User & transfers token.

At regular intervals clicks are grouped, anonymized, & written to the blockchain for each Publisher.

SocialFlow assigns tokens to a set of registered Users.

Publishers Paid in Cash; Token Transactions Written to the Blockchain

API FOR ADVERTISINGEXPERIENCES

TOKEN POOL

ADVERTISERS

PUBLISHER WEBSITE

REGISTEREDUSERS

TRIB.ALLINKPROXY

TO

KEN

S

T OK

E NS

T O K E N S

T O K E N S


Application of BlockchainWe believe that the inherent benefits of blockchain are well suited to this application. Blockchain brings a higher degree of record keeping, auditability, and trust, which facilitates parties in the ecosystem working together in ways that reinforce positive behaviors.

User clicks on content published through the SocialFlow platform are expected to provide the initial basis for SocialFlow’s blockchain of attention. As Users click on these links, SocialFlow intends to have the Trib.al short link system generate a unique click ID and timestamp that will be hashed via a strong and well-tested one-way hashing algorithm, distributed to the blockchain along with the long link and Device ID at regular intervals.

We expect this to create an immutable (and “auditable”) ledger of User behavior and interest with UATs flowing from Users to Publishers with the creation of each block. SocialFlow anticipates that Users will be able to replenish their tokens by engaging with brand content, giving them the right to use services within the system.

Publishers should be able to see the click IDs in their portion of the blockchain (not personally identifiable) as well as the URL that was clicked on as represented by the strong one-way hash identifier. Users, similarly, should be able to trace that their own clicks as represented by these hashes have made it into the blockchain.

Blockchain brings a higher degree of record keeping, auditability, and trust, which facilitates

parties in the ecosystem working together in ways that reinforce positive behaviors

“


Intended Click Settlement Model

FIGURE 3

Audience CreationWe plan to use SocialFlow’s proprietary Artificial Intelligence (AI) Classifier to allow Advertisers to reach segments based on aggregate link content types, content categories, geography, language, and other criteria shared by Users. This technology, combined with Device IDs, provides a capability that has traditionally only been available to the social networks alone.

We anticipate that Advertisers will be able, for example, to reach an audience of Users who have demonstrated a propensity for international travel. And, we intend for Users to have a high-quality experience that respects their privacy, is compliant with applicable privacy requirements (e.g., GDPR in the EU), and delivers results for the Advertiser.

A new entry is written to the chain every

~10 minutes

INDIVIDUAL BLOCKS IN THE BLOCKCHAIN

SOCIALFLOW’S CLICK SETTLEMENT TABLE 1. SOCIALFLOW click settlement table correlates User clicks with Publisher media properties.

2. PERIODIC (every ~10 minute) transaction settlement will debit & credit the tokens and create individual blocks on the chain.

3. TRANSACTION information is transferred to the block on the Stellar network; user browsing history and personally-identifiable information are protected and are not transferred.

4. STELLAR CONSENSUS PROTOCOL distributes and validates the blocks.

5. BLOCKS CAN BE AUDITED by those with appropriate permissions.

The Result: An immutable, distributed ledger of the chain of custody of attention, on social

networks, from both mobile & desktop.

PUB 1

3

1

2

USER 1

USER 2

USER 3

PUB 2

4

0

4

PUB 3

1

2

1


Advertising ExperienceWe expect Advertising dollars to fuel the system, with Users receiving UATs for their attention on opt-in ad modules. These modules will allow for fewer, but more targeted and enjoyable advertising for the User. We do not intend to share personally identifiable information with Advertisers, although we may allow users to share information (e.g., their email address) on an opt-in basis. A full discussion of privacy is beyond the scope of this White Paper; we plan to provide one in a public Privacy Policy for the UAT ecosystem.

SocialFlow expects to build an initial ad-module prototype to enable Users to view ads, answer surveys or simply share preferences, as a means of replenishing their token counts. The goals of this module are to allow for creativity in relationship building between the User and the Advertiser, while ensuring a better ad-viewing experience for Users and providing economic value for Advertisers. Initially we expect it will be browser-based. Future iterations may include apps and browser plugins.

While we have high expectations for this forward-thinking ad-module, we also value the creativity and great ideas that could come from outside our system. It is with this in mind that we plan to create a set of APIs and an ecosystem to allow other participants to build and test their own ad-modules. The goal of the API system is to allow for maximum Advertiser creativity and effectiveness.

Ultimately, we expect Users will be able to choose from among different experiences to replenish their tokens, giving Users much-needed leverage in the system to compel the type of advertising that makes most sense to them individually.

At SocialFlow, we believe that individually targeting users is not a particularly effective or efficient way to achieve success on broadcast networks like social media networks or content distribution destinations. Instead, the company seeks to use its own proprietary attention model to identify patterns in language consumption, and use that to drive success in capturing User attention.

Other options will be developed based on market needs, but could include segments such as:

TRAVELERS. Segmented by type of travel (domestic/international), destination (country, region, state/province, city, etc.), and interest (adventure, leisure, culture, etc.).

TECHNOLOGY ENTHUSIASTS. Segmented by types of technology (computing, video, audio, etc.) used and interest in technology content.

BEAUTY ENTHUSIASTS. Segmented by interest in beauty content, by content type (e.g., lips, skin routines, hair, eyes).


Stellar NetworkWe plan to build the UAT ecosystem on top of the Stellar network7, which, in our opinion, is one of the premier blockchain solutions available today. The consensus model used by Stellar, the Stellar Consensus Protocol (SCP), is a technologically advanced and decentralized trustless methodology—meaning that parties needn’t have bidirectional trust, nor rely on an arbiter for establishing trust. In other words, we believe it is highly trustworthy due to the absence of centralization and given the lack of a central point of failure. It was critical to our team that we select a decentralized blockchain platform because, as stewards and agents of media, we want to create a fair and trustworthy environment for the future model of media exchange and valuation. It is our belief that Stellar is the best fit for our objectives.

The Stellar Platform uses a method called Stellar Consensus Protocol8, which we feel is both an innovative and a unique way to accomplish this task at scale, using a Federated Byzantine Agreement System (FBA), which solves many of the challenges or shortcomings of both Proof of Work (PoW) and Proof of Stake (PoS) trust models by allowing nodes to select their own quorum slices to validate against.

A key point established early in the document is worth calling out:

“… the Stellar Consensus Protocol (SCP), a construction for FBA. Like all Byzantine agreement protocols, SCP makes no assumptions about the rational behavior of attackers. Unlike prior Byzantine agreement models, which presuppose a unanimously accepted membership list, SCP enjoys open membership that promotes organic network growth. Compared to decentralized proof of-work and proof-of-stake schemes, SCP has modest computing and financial requirements, lowering the barrier to entry and potentially opening up financial systems to new participants.”

7 See www.stellar.org8 A complete writeup of the Stellar Consensus Protocol can be found at https://trib.al/uF0bW8i


We expect that the UAT Ecosystem will be built in multiple phases, as follows:

Phase 1: In the first phase, SocialFlow will launch the service and allow Users to opt in to the system and receive an initial allocation of UATs. As Users click on posts distributed via SocialFlow, UATs will be transferred to the appropriate Publisher. Users will have, in some cases, access to content behind paywalls or an ad-light or ad-free experience on the Publisher page (funded by SocialFlow and ultimately paid for by advertising flowing into the system).

We expect integration with Publishers’ header bidding functionality to be in place to allow SocialFlow to bid for the advertising on our Users’ links. The ads served will be blanks or ads with extremely light creative in the correct spec to ensure pages render well. The experience will likely vary depending on the Publishers’ page design, but the expectation is that ad load will be considerably lower than it would otherwise be.

SocialFlow intends for Publishers to be able to add Javascript tags to their web pages, allowing us to identify UAT Users as they hit their websites. This will enable us to flow tokens to Publishers for web content and associated traffic that’s generated after the first click from a distributed platform or from content that is not published through distributed platforms at all.

5. ROADMAP

Expected UAT Flow for Phase 1

FIGURE 4

TOKEN POOL

PUBLISHER WEBSITE

REGISTEREDUSERS

TRIB.ALLINKPROXY

T O K E N S

T O K E N S

PA

Y

WA L L


Phase 2: SocialFlow expects that initial advertising campaigns will begin to enter the system in phase 2. At this point, we expect Users will be offered the ability to choose when and how to replenish their UATs via an experience off the Publisher site. To engage with Advertisers, Users might, for instance, choose to see a short video, take a survey or provide more information or preferences in order to receive additional tokens. We expect that Advertisers will be able to target users based on the types of content they consume and data made available in the opt-in process. Publishers will continue to get compensated fairly for their content based on the engagements exhibited by the UATs they receive with each click to their site from Users, who will have an ad-free or ad-light experience on those pages.

Phase 3: In the third phase, SocialFlow plans to build out an API system, enabling third parties (advertisers or agencies) to create their own messaging experiences for opted-in UAT Users. We intend to allow only vetted, privacy-compliant partners to build against our APIs. The APIs will match users to audiences that Advertisers wish to target and Users will be able to choose to replenish their tokens in any of the different advertising experiences that are built out (or by purchasing tokens directly from SocialFlow). Publishers will continue to get paid fairly for views via the tokens coming from Users who will continue to have an ad-free or ad-light experience on those pages.

Advertiser Participation

FIGURE 5

WHY USERS WILL PARTICIPATE

Selected access to premium content

Fewer, less intrusive ads

Ability to access content in familiar ways

Privacy and respect for data

Users can be prompted by:

Text Messages

App Notifications

Email

Paid On-Site Advertising

* Concept examples, not actual design shown.

Are you most interested in:

OR

BEAUTY

FASHION

What types of products are you interested in?

(check all that apply)

EYE MAKEUP

LIPCARE

HAIR CARE

BROWMAKEUP

SKIN CARE

NAIL CARE

NEXT

What brands do you currently use?(check all that apply)

DONE


SocialFlow intends to create an initial supply of seven and one half billion (7,500,000,000) UATs. Additional tokens may be created after this period to ensure appropriate flow and token volume in the system.

UATs will represent a unit of User engagement. From a User perspective, a token will give the bearer the right to use one token’s worth of services within the UAT ecosystem. Publisher partners, in return for services provided, will have the right to be paid by SocialFlow at a contracted rate for User engagements indicated by token flow in the system.

SocialFlow intends to airdrop9 UATs into the virtual wallets of Publishers who are participants of the system at launch.

6. UAT TOKEN DISTRIBUTION

UAT Token Worksheet

FIGURE 6

9 See https://trib.al/axi0z9l for an overview of the airdrop concept.

PRO-FORMA PROJECTIONS OF UAT BALANCES

GROUP AT INCEPTION END OF YEAR ONE END OF YEAR TWO

PUBLISHERS

REGISTERED USERS

UNREGISTERED USER POOL

OPERATING POOL

ALL UATS

INCOMING UATS*

VELOCITY

742,500,000

7,500,000

2,625,000,000

4,125,000,000

7,500,000,000

720,193,218

1,812,735,697

2,234,679,986

2,732,391,099

7,500,000,000

4,215,878,069

0.56

551,961,501

8,983,306,721

1,099,214,336

2,132,883,268

12,767,365,826

30,219,750,275

4.03

*Sum of Incoming UATs across all categories


We believe SocialFlow’s competitive advantage comes from the 2.4 billion device IDs and the nearly 1 billion clicks per month originating from social networks, and our long-standing relationships with the media clients whose content generates those engagements. We are currently in talks with some of our key publishing partners and plan to have commercial agreements in place with a number of them to allow for a non-exclusive, collaborative arrangement to join the UAT ecosystem. More information will be made available as those arrangements are finalized.

SocialFlow expects to create a UAT Advisory Board, whose goal will be to promote the news and publishing ecosystem in general and, in particular, promote media access. The Advisory Board could also suggest topics of information to SocialFlow to provide to the news media about expected audience interest in a particular topic based on user click behavior or trends in digital media behavior over time.

The interactive advertising space has a growing list of proposed solutions that will leverage blockchain, and it is reasonable to assume that many others will be announced. Multiple solutions have been announced recently, including AdChain, AdEx, AdShares, Basic Attention Token (Brave), Invisibly, and Tern.io. We believe these solutions validate the importance of the space.

SocialFlow plans to differentiate itself based on our knowledge of publishing economics, our relationship with existing publishers, and the existing scale of our referral traffic.

7. INITIAL SYSTEM PARTICIPANTS

8. ADVISORY BOARD

9. OTHER INTERESTING IDEAS IN THE SPACE

Similarly, we expect that Users will receive an initial allocation of tokens when they opt-in to the system. The balance of tokens that can be held by a User will be capped at what we believe will be a modest level to encourage Users to use, not bank, their tokens. We intend for UATs to be used solely in the UAT ecosystem to account for User engagements in the system.


CEO Jim AndersonJim has more than 25 years of experience developing and selling both B2B and B2C technology solutions. Jim has led SocialFlow for nearly five years, and prior to SocialFlow was Chief Operating Officer of Vitrue, a social marketing company. At Vitrue Jim was instrumental in building the team, products and customer relationships that led to its acquisition by Oracle. Prior to that he spent nearly 10 years leading the development of consumer-facing experiences for EarthLink and MindSpring, two early Internet Service Providers.

Chief Product Officer & Co-Founder Frank SpeiserFrank Speiser is a visionary technologist who uses applied mathematics, language analysis, and technology to develop SocialFlow algorithms. His understanding of social media data led to a new perception of the value of attention on social networks. Prior to SocialFlow, Frank was the Managing Director of Spectrum Data Technologies, a NY-based consulting firm, and served as the CTO of HEAVY and later, TAKKLE. He has been an advisor to companies who have exited successfully to Aol, Airbnb and Zynga.

CTO Sam KaufmanSam leads the technology team to develop innovative software products that maximize ROI in social media marketing. Previously, he was responsible for launching interactive apps at Dow Jones, UrbanDaddy and NextNewNetworks.

SocialFlow is a well-established technology company with approximately 45 employees. We expect to devote substantial company resources to the UAT.

Our team has significant experience scaling software and systems to handle extreme volumes of requests and data. The current SocialFlow platform handles tens of millions of posts and more than 11 billion clicks per year. Additionally, our development team has extensive history and interest with blockchain and cryptocurrency, hosting some of New York City’s earliest meet-ups on the subject and using our office as a central meeting point as the community began to take shape in the New York Metropolitan area.

The most involved executives and individual contributors are listed below.

10. TEAM


SVP of Strategy Stephanie FossanStephanie has 18 years of experience developing consumer and business-related technologies and products. At SocialFlow, she is building out the strategic growth plan around our client relationships, including blockchain capabilities and our unique and forward-thinking AttentionStream product offering.

CFO Michann ThompsonMichann leads finance and key operational processes across the company, including HR, performance metrics, compliance, and contract management. Prior to joining SocialFlow, she spent over 15 years managing finance and operations in a diverse variety of sectors, including healthcare and banking.

VP of Engineering Joe PapperelloJoe leads engineering of new product efforts at SocialFlow, from R&D, to early stage architecting, development, and release. Previously, Joe worked in FinTech at an algorithmic block trading company.

VP of Development Gururaj HathwarGuru manages the development and release of software for SocialFlow, leading the team of developers as well as being a senior software engineer himself. He has been a software professional for over 10 years, having previously worked in Citigroup, Bowker and VWR, building solutions for enterprises and consumers.

Principal Systems Engineer/Architect Manchul Park

Our talented development team:

Developers: Yuval CydulkIn, Yaz Khoury, Brian Lai, John Lenehan, AnnMary Mathew, Tom Proenza, Pat Speiser

Director, Quality Assurance: Kathrina Kotcharians

Senior Systems Administrator: Mohammad Alam

10. TEAM CONT.

revolutionizing media & advertising · as ever more content competes for a finite amount of...

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