Paid Media Evolution

From Cost Center to Profit Center

OLD MODEL

Cost Center

Cost-Driven

Core Metric
eFTD (First Deposit)
Team Role
Budget Spender | Cost Unit
Budget $X› Buy eFTD› Press CPA› Done (Dead End)
eFTD / Cost <= CPA Cap
  • Vendor sends deposit-only users, no trading
  • Budget spent = KPI done, no ROI tracked
  • A-grade vendors at 35%, burning cash
  • Boss asks "how much we earned?" → No answer
⟫⟫⟫Transform
NEW MODEL

Profit Center

Revenue-Driven

Core Metric
ROI 157% + eFTT (First Trade)
Team Role
Revenue Engine | Profit Maker
Invest $1› eFTT Verify› Return $1.57› Scale Up!
Revenue / Cost >= 150% → SCALE UP
  • eFTT: Vendors must bring real traders
  • ROI > 100% = Positive profit → Spend more!
  • A-grade vendors at 40%+, efficient growth
  • Boss asks "how much?" → +$1.29M net profit
Q3 2026: $2.27M Budget × 157% ROI = $3.56M Revenue
Net Profit: +$1.29M | This is not cost, this is a money printer.
📊
ROI FirstROI is the guardrail for every dollar
🎯
Quality over QuantityAttract real traders, not just depositors
📈
Data-Driven DecisionsTrack ROI in real-time, optimize relentlessly
🔄
Scale Profitable GrowthReinvest in winners, cut underperformers
1 / 5

Paid Media Execution Workflow

Deliver Target Spend While Maintaining Required ROI

Q3 STRATEGIC PRODUCT PRIORITY: TRADFI PERPS
1

STRATEGY PLANNING

Week 1 – Early Stage
Proven Evergreen PlaybooksLeverage high-performing campaign templates
Strategic Product PrioritiesQ3 focus: TradFi Perps and other key initiatives aligned with company strategy
BU Campaign RequestsCollect business unit needs and objectives
Spend Target & Budget AllocationSet monthly spend targets by market, channel and vendor
ROI Guardrails & Scaling RulesDefine ROI targets and scaling rules; reallocate when below threshold
2

BUSINESS ALIGNMENT

Week 1 – Mid Stage
Localize the Global StrategyAdapt to local market characteristics, regulations and user insights
Align with Regional TeamsEnsure goal, budget and KPI alignment
Confirm Market PrioritiesAudience, channels, creatives and timing
Finalize Launch PlanAgree on budget, targeting, creative plan, timeline and KPIs
3

EXECUTION & OPTIMIZATION

Week 1 Late – Month End
Vendor ExecutionVendors implement campaigns as per plan
Spend PacingTrack daily & weekly spend against monthly target
Data & ROI TrackingTrack key metrics and ROI in real time
Bid, Audience & Creative OptimizationContinuously test and optimize for performance
Budget ReallocationMove budget to high-performing markets, channels and vendors
Performance Review & Vendor EvaluationAssess vendor performance and decide continuation or replacement
PACING ACTIONS• ROI on track, spend behind: Increase budget / expand vendors
• Spend on track, ROI below: Optimize bids, creatives, audience
• Both behind: Reallocate budget / replace vendors
↻ STRATEGY REFRESH — Monthly Cycle
SPEND is the delivery target. ROI is the scaling guardrail.
Achieve the monthly spend target through disciplined pacing, while using ROI as the key guardrail for scaling and budget allocation.
Monthly Strategy Refresh
Avoid Frequent Strategic Changes (3+ week ramp-up)
ROI-Driven Decision Making
Data-Informed Improvement
Discipline in Execution
2 / 5

Q3 2026 Paid Media Execution Strategy

Four Growth Engines to Deliver Spend with ROI Discipline

$2.27M
Total Spend
ROI 157% + eFTT
Core Metric
$3.56M
Revenue Target
+$1.29M
Net Profit
1

QUALITY ACQUISITIONeFTT + Vendor Upgrade

  • Shift vendor settlement from eFTD to eFTT
  • Onboard new eFTT vendors and migrate existing partners
  • Scale high-performing vendors; pause or renegotiate low-ROI vendors
50%Vendors on eFTT by Sep
ROI 104%Low ROI target
+19ppOverall ROI Improvement
Pay for real trading behavior, not deposits alone.
2

BIG MEDIA SCALE-UPTransparent & Scalable Channels

  • Increase Big Media mix from ~10% to 30%
  • Scale ASA, Google, Meta, X, TikTok based on channel strengths
  • Use direct campaign data to improve targeting, creatives and budget allocation
30%Big Media Spend Mix
Top ChannelsASA/Google/Meta/X/TikTok
+32%Total Budget Growth
Build transparent and controllable growth channels.
3

REGIONAL & BU ACTIVATIONLocalized Growth + TradFi Perps

  • Translate global playbooks into market-specific campaigns
  • Align budget, audience, creatives and incentives with regional teams
  • Convert BU priorities into scalable paid media campaigns
  • Q3 strategic product focus: TradFi Perps
5%Regional Spend
CPA ≤ $82Regional CPA Target
High/Mid/LowROI Framework
Right product, right message, right market.
4

USER RECALL & REACTIVATIONDormant + Active Non-Trading

  • Identify dormant and non-trading users by behavior
  • Prioritize high-response window: Day 7–14
  • Use Paid Retargeting + Push / Email / In-app channels
  • Personalize by dormancy, product interest and user value
  • Scale proven recall mechanics, stop ineffective incentives
531KRecall Target
11.2%–13.1%Recall Rate
Day 7–14Highest Window
Re-engage valuable users and turn them into active traders.
SEGMENT
›
LAUNCH
›
TRACK
›
REALLOCATE
›
SCALE WINNERS
Spend is the delivery target. ROI is the scaling guardrail. One monthly strategy cycle, continuous optimization, and ROI-based scaling.
3 / 5

Paid Media Operating Symphony

Orchestrating BU, Regional, Product and User Growth

FROM: SILOED MODEL
Closed & Fragmented
Paid Media Traffic
↓
Conversion (eFTD)
↓
Volume Focus
Low ROI Control
✗ Limited Collaboration & Visibility
BU & PRODUCT
Strategic priorities
TradFi Perps focus
Campaign offers & incentives
↓
REGIONAL TEAMS
Local insights
Localization
Market execution & feedback
⟷
PAID MEDIA
GROWTH ENGINE
Orchestrate · Align · Optimize
Data | Technology | Insights
⟷
USER OPERATIONS
New acquisition
Recall & Reactivation
Active non-traders
Lifecycle marketing
↑
MEDIA & VENDORS
Big Media (Google, Meta, TikTok, X, ASA)
eFTT vendors & quality traffic
Spend delivery & performance
TO: ECOSYSTEM MODEL
Open · Integrated · Growth-Oriented
Ecosystem Collaboration
Aligned goals · Shared data · Joint execution
↓
Quality Traders (eFTT)
↓
Profitable Growth
Higher ROI · Sustainable Scale
SPEND
Deliver budget efficiently
›
QUALITY TRADERS
More real traders, better value
›
REVENUE
Higher eFTT, more revenue
›
PROFITABLE SCALE
ROI disciplined, sustainable growth
★ Paid Media is no longer a standalone acquisition function — it is the orchestration layer connecting business priorities, regional execution, media capabilities and user growth to drive profitable scale.
4 / 5

Paid Media Q3 — Support Requirements

5 Cross-Functional Dependencies to Unlock Scaling

Spend $2.27M
|
ROI 157% + eFTT
|
Revenue $3.56M
|
Net Profit +$1.29M
1
BI TEAM

Timely data & usable dashboards

NEED
Data Timeliness & Dashboard Usability
  • T+1 cost & revenue sync
  • Self-serve ROI dashboard (filter by vendor/region/campaign)
  • Auto-alerts when ROI < threshold
  • eFTT benchmark CPA (weekly refresh)
⚡Faster decisions = higher ROI
2
BIG DATA

Better audiences, faster activation

NEED
Audience Tag Speed & LAL Broad Segments
  • Weekly cohort refresh (dormant 7d/14d/35d)
  • VIP hashed list for LAL (Meta/X/TikTok audiences)
  • Broad interest & trader segments (crypto traders, depositors, high-freq)
  • Seer Group → AF upload
🎯Better targeting = lower CPA, higher LTV
3
CREATIVE (BUIDL)

High-volume, high-quality creative at scale

NEED
Creative Production Scale (10x Requirement)
  • 50+ high-quality creatives/week (10x current output)
  • Multiple formats & hooks (video/static/carousel)
  • Localized assets for key markets
  • Fast iteration & variant production to meet ad platform thresholds
🎨More ad inventory = better testing, higher CVR & scale
4
REGIONAL TEAM

Aligned execution, eFTT growth as core

NEED
Goal Alignment & eFTT Growth as Core
  • Shared eFTT targets per region (not just eFTD)
  • Lower-tier trading tasks to improve eFTT conversion
  • Local campaign slots for Paid Media testing
  • Market intel for creative localization
🎯Unified direction = higher eFTT rate (35% → 50%)
5
GROWTH PRODUCT

Optimize the paid user journey

NEED
Paid User Conversion Funnel Optimization
  • Landing → Register → KYC → Deposit → Trade drop-off analysis
  • APK download tracking & onboarding UX for paid traffic
  • Deep-link to trade page
🔄More of what we buy trades = higher ROI
BI speeds decisions
›
Big Data sharpens targeting
›
Creative sustains CVR at scale
›
Regional drives eFTT growth
›
Product converts more users
›
ROI compounds Profitable Scale
METHODOLOGY: Full-Funnel Data Tracking → A/B Test Validation → Evidence-Based Scaling
5 / 5
1 / 5