What changed in this filing

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Item 1. Business

2023-03-10 compared with 2022-03-17 · 29 added, 20 removed, 91 unchanged (35% of the section changed)

1 unchanged sentence

Inuvo is a technology company that develops and sells information technology solutions for marketing and advertising.

These solutions predictively identify and message online audiences for any product or service across devices, formats, and channels including video, mobile, connected TV, linear TV, display, social, search and native.

These solutions allow Inuvo’s clients to engage with their customers and prospects in a manner that drives responsiveness.

These solutions predictively identify and message online audiences for any product, service or brand across devices, formats, and channels including video, mobile, connected TV, linear TV, display, social, search and native.

These solutions allow Inuvo’s clients to engage with their audiences in a manner that drives responsiveness.

Inuvo facilitates the delivery of hundreds of millions of marketing messages to consumers every single month and counts among its clients numerous world-renowned names across industries.

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This patented machine learning technology uses interactions with Internet content as a source of information from which to predict consumer intent.

The AI can identify and advertise to the reasons why consumers are purchasing products and services not who those consumers are.

The AI can identify and advertise to the reasons why consumers are purchasing products and services not to who those consumers are.

In this regard, the technology is designed for a privacy conscious future and is focused on the components of the advertising value chain most responsible for return on advertising spend, the intelligence behind the advertising decision.

Inuvo technology can be consumed both as a managed service and software-as-a-service.

Inuvo technology can be consumed both as a managed service and software-as-a-service ("SaaS").

For clients, Inuvo has also developed a collection of proprietary websites collectively branded as Bonfire Publishing where content is created specifically to attract qualified consumer traffic for clients through the publication of information across a wide range of topics including health, finance, travel, careers, auto, education and lifestyle.

These sites also provide the means to market test various Inuvo advertising technologies.

Further, Inuvo also provides Search and Social advertising services through a proprietary set of technologies branded as CampSight.

There are many barriers to entry associated with the Inuvo business model, including a proficiency in large scale information processing, predictive software development, marketing data products, analytics, artificial intelligence, integration to the internet of things ("IOT"), and the relationships required to execute within the IOT.

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The Inuvo platforms use analytics, data and artificial intelligence in a manner that optimizes the purchase and placement of advertising in real time.

These platforms are typically sold with services both individually and in combination with each other based on client needs.

These products and services include:

• ValidClick:

A marketing and advertising service provided directly to brands and large consolidators of advertising demand where a collection of data, analytics, software and publishing gets used to align merchant advertising messages with anonymous consumers across various websites online.

The service includes Think Relevant, a wholly owned marketing agency and Bonfire publishing, a wholly owned collection of websites;

• IntentKey :

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The platform can serve multiple creative formats including display, video, audio and native across multiple device types including desktop, mobile, tablet, connected/smart TV and game consoles.

The product is sold as both a fully managed service and/or a Software as a Service ("SaaS") solution.

The product is sold as both a fully managed service and/or a SaaS solution;

The service includes Think Relevant, a wholly owned marketing agency and Bonfire publishing, a wholly owned collection of websites.

Initially, we created ValidClick as a platform with a single purpose - to assist us in our work with Yahoo.

Over the years, our business has grown and transformed.

We expanded our capabilities to encompass various demand partners, and we integrated with buy-side platforms such as Facebook, TikTok, Twitter, and others.

Since our service now provides both campaign management and campaign insights, we have renamed it CampSight.

Key Relationships

The company maintains long-standing relationships with Yahoo!

and Google who provide access to hundreds of thousands of advertisers from which a majority of the ValidClick revenue originates.

When an advertisement is clicked, the ValidClick platform effectively sells that click to these partners who then sell it to their advertisers.

We maintain long-standing relationships with Sovrn, Yahoo!

and Google who provide access to hundreds of thousands of advertisers.

When an advertisement is clicked, the CampSight platform effectively sells that click to these partners who then sell it to their advertisers.

We maintain multi-year service contracts with these companies.

In 2021, these customers accounted for 48.6% of our total revenue as compared to 60.5% in 2020.

In 2022, these customers accounted for 51.7% of our total revenue and 62.9% in 2021.

We also have major contracts with Xandr, Inc.

who, in exchange for a fee, provides access to publishers' advertising inventory for the IntentKey.

In addition to our key customer relationships, we maintain important distribution relationships with owners and publishers of websites and mobile applications.

We provide these partners with advertisements which they use to monetize their websites and mobile applications.

In addition to our key customer relationships, we support creative and media agencies.

Additionally, we maintain important distribution relationships with owners and publishers of websites and mobile applications.

We provide these partners with

advertisements which they use to monetize their websites and mobile applications.

We continuously monitor consumer traffic with a variety of proprietary and patent protected software tools that can determine the quality of the traffic viewing and clicking on Inuvo served advertisements as a part of our service to our biggest clients.

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We have both direct and indirect relationships at some of the largest media buyers and/or consolidators in the industry.

For the ValidClick platform, where the focus is search and social advertising channels, the immediate strategy is to maintain relationships with existing partners and expand the business by supporting IntentKey customers.

For the IntentKey platform, where the focus is programmatic advertising channels, the immediate strategy is to scale through the hiring of additional sales professionals and partnerships, growing existing accounts and expanding our market footprint.

In an increasingly privacy conscious world, we are focused on replacing the current technologies used by advertisers with our artificial intelligence solution, which does not rely on the use of consumer data.

For the CampSight platform, where the focus is search and social advertising channels, the immediate strategy is to maintain relationships with existing partners and expand the business by supporting IntentKey customers.

Our business strategy is focused on providing differentiation through the AI analytics and data products we own and protect through patents.

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The demand side of our business includes sales executives who create interest from agencies, trading desks and brands directly.

Leveraging our IntentKey and ValidClick technology to highlight our differentiation, our sales executives explain how we identify the most relevant audiences so we can, on behalf of our clients, target those audiences at a time when they are most prone to engage / respond / subscribe / tune-in or watch our clients' message.

Leveraging our IntentKey and CampSight technology to highlight our differentiation, our sales executives explain how we identify the most relevant audiences so we can, on behalf of our clients, target those audiences at a time when they are most prone to engage / respond / subscribe / tune-in or watch our clients' message.

The supply side of our business includes relationships with and integrations to platforms that make available for auction, advertising inventory the IntentKey can use to identify advertising placements for Inuvo clients.

We pay a fee to the platform for this service.

Within ValidClick, a series of web properties and content have been developed within the wholly owned Bonfire publishing where unique technology and content experiences can be created in a manner that aligns with the objectives of our advertising clients.

Within CampSight, a series of web properties and content have been developed within the wholly owned Bonfire publishing.

Here, unique technology and content experiences can be created in a manner that aligns with the objectives of our advertising clients.

We face significant competition in our industry.

1 unchanged sentence

There are many barriers to entry to Inuvo’s business that would require proficiency in large scale data center management, software development, data products, analytics, artificial intelligence, integration to the internet of things, or IOT, the relationships required to execute within the IOT and the ability to process tens of billions of transactions daily.

We compete, both directly and indirectly with companies who offer demand side platforms (DSP’s), direct marketing platforms (DMP’s), Data Suppliers and Aggregators, Media Planners and various Measurement and Analytics companies.

We compete, both directly and indirectly with companies who offer demand side platforms, direct marketing platforms, Data Suppliers and Aggregators, Media Planners and various Measurement and Analytics companies.

The companies within these categories are defined by LUMA @ https://lumapartners.com/content/lumascapes/display-ad-tech-lumascape.

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Many competitors have greater name recognition and are better capitalized than we are.

Our ability to remain competitive in our market segment depends upon our ability to be innovative and to efficiently provide unique solutions to our demand and supply customers.

Our ability to remain competitive in our market segment depends upon our ability to be innovative and to efficiently provide unique

solutions to our demand and supply customers.

There are no assurances we will be able to remain competitive in our markets in the future.

1 unchanged sentence

Our proprietary applications are constructed from established, readily available technologies.

Some of the basic elements of our products are built on components from leading software and hardware providers such as Oracle, Microsoft, Sun, Dell, EMC, and Cisco, while some components are constructed from leading open-source software projects such as Apache Web Server, Apache Spark, HAProxy, MySQL, Java, Perl, and Linux.

Some of the basic elements of our products are built on components from leading software and hardware providers such as Microsoft, Dell, EMC, VMWare, and Cisco, while some components are constructed from leading open-source software projects such as Apache Web Server, Apache Spark, HAProxy, MySQL, Java, Perl, and Linux.

By seeking to strike the proper balance between using commercially available software and open-source software, our technology expenditures are directed toward maintaining our technology platforms while minimizing third-party technology supplier costs.

43 unchanged sentences

Compared sentence by sentence after normalising whitespace, quotation marks, case and digits, so re-formatting and restated figures do not read as changed language. Wording changes appear as one removal and one addition. The current filing and the prior one are authoritative.

What changed 10-K

Item 1. Business