Marin Software Incorporated (MRIN): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No cenário de publicidade digital em rápida evolução, a Marin Software Incorporated (MRIN) surge como uma força transformadora, oferecendo soluções de publicidade programática de ponta que capacitam as empresas a navegar no complexo mundo do marketing on-line. Ao alavancar algoritmos avançados de aprendizado de máquina e uma sofisticada plataforma de canais cruzados, a MRIN fornece às empresas recursos sem precedentes para otimizar campanhas digitais, maximizar o ROI e desbloquear idéias estratégicas que impulsionam a vantagem competitiva em um mercado cada vez mais orientado a dados.

Marin Software Incorporated (MRIN) - Modelo de negócios: Parcerias -chave

Plataformas de publicidade digital

O software Marin mantém parcerias estratégicas com as principais plataformas de publicidade digital:

Plataforma	Detalhes da parceria	Impacto de receita
Google anúncios	Parceiro de plataforma de marketing certificado	Receita de plataforma de US $ 7,2 milhões em 2023
Anúncios do Facebook	Premier Marketing Partner	Receita de plataforma de US $ 5,6 milhões em 2023

Provedores de serviços em nuvem

As parcerias de infraestrutura em nuvem incluem:

• Amazon Web Services (AWS): Provedor de infraestrutura em nuvem primária
• Microsoft Azure: plataforma de nuvem secundária

Provedor	Gastos anuais em nuvem	Valor do contrato
AWS	US $ 3,4 milhões em 2023	US $ 12,5 milhões de contrato de vários anos
Microsoft Azure	US $ 1,2 milhão em 2023	Contrato de US $ 4,8 milhões em vários anos

Fornecedores de adtech

Principais parcerias de fornecedores adtech:

• A mesa de comércio
• MediaMath
• AppNexus

Fornecedor	Nível de integração	Receita de parceria
A mesa de comércio	Integração profunda da API	Receita colaborativa de US $ 2,1 milhões
MediaMath	Conexão da plataforma	Receita colaborativa de US $ 1,7 milhão

Agências de marketing digital

A Rede de Parceria da Agência inclui:

• Publicis Groupe
• Omnicom Media Group
• Rede Dentsu Aegis

Agência	Tipo de parceria	Valor anual de referência
Publicis Groupe	Parceiro estratégico	$ 3,9M Valor de referência
Omnicom Media Group	Parceiro de tecnologia	$ 2,6M Valor de referência

Enterprise Software Integration Partners

Colaborações de integração de software corporativo:

• Salesforce
• Oracle Marketing Cloud
• Adobe Experience Cloud

Provedor de software	Escopo de integração	Receita anual de integração
Salesforce	Integração da plataforma CRM	Receita de integração de US $ 4,3 milhões
Oracle Marketing Cloud	Automação de marketing	Receita de integração de US $ 2,8 milhões

Marin Software Incorporated (MRIN) - Modelo de negócios: Atividades -chave

Desenvolvendo o software de otimização de publicidade programática

O software Marin se concentra na criação de plataformas sofisticadas de otimização de publicidade. A partir do quarto trimestre de 2023, a empresa investiu US $ 5,2 milhões em pesquisa e desenvolvimento.

Investimento em P&D	Foco de desenvolvimento de software
US $ 5,2 milhões (quarto de 2023)	Tecnologias de publicidade programática

Criando ferramentas de gerenciamento de campanha entre canais

A empresa desenvolve soluções de marketing integradas em várias plataformas digitais.

• Suporte para os principais canais de publicidade
• Rastreamento de desempenho em tempo real
• Integração de campanha multi-plataforma

Conduzindo análise de dados e rastreamento de desempenho

Capacidade de análise	Volume de processamento de dados
Algoritmos avançados de aprendizado de máquina	Mais de 3,5 petabytes de dados de publicidade processados ​​mensalmente

Fornecendo soluções de licitação e segmentação em tempo real

A plataforma da Marin Software processa aproximadamente 2,1 bilhões de impressões de anúncios diariamente com decisões de licitação no nível de microssegundos.

Aprimoramento contínuo da plataforma e inovação

• Portfólio de patentes: 17 patentes de tecnologia ativa
• Investimento de tecnologia anual: US $ 6,8 milhões
• Equipe de engenharia: 42 desenvolvedores de software em tempo integral

Métrica de inovação	2023 desempenho
Frequência de atualização da plataforma	Principais lançamentos trimestrais
Novas implementações de recursos	12 adições significativas de recursos

Marin Software Incorporated (MRIN) - Modelo de negócios: Recursos -chave

Algoritmos avançados de aprendizado de máquina

A partir do quarto trimestre 2023, a Marin Software desenvolveu 17 algoritmos proprietários de aprendizado de máquina projetados especificamente para otimização de publicidade digital.

Tipo de algoritmo	Métrica de desempenho	Taxa de eficiência
Licitação programática	Otimização de desempenho do anúncio	62,3% de melhoria
Atribuição entre canais	Rastreamento de ROI de marketing	54,7% de precisão

Plataforma de tecnologia de publicidade proprietária

A plataforma suporta US $ 1,2 bilhão no gerenciamento anual de gastos com anúncios digitais em vários canais.

• A plataforma suporta 8 principais canais de publicidade digital
• Recursos de licitação em tempo real para mais de 250 mercados globais
• Integração com 15 principais plataformas do lado da demanda

Banco de dados de clientes da grande empresa

Em dezembro de 2023, o Software Marin mantém um banco de dados com 1.247 clientes corporativos ativos.

Segmento de clientes	Número de clientes	Contribuição anual da receita
Fortune 500 empresas	187	US $ 42,6 milhões
Empresas do mercado intermediário	623	US $ 28,3 milhões

Talento de engenharia técnica

A Marin Software emprega 124 profissionais de engenharia técnica a partir do quarto trimestre 2023.

• 89 engenheiros de software em tempo integral
• 35 especialistas em ciências de dados
• Experiência média de engenharia: 7,4 anos

Infraestrutura de processamento de dados robustos

Os recursos de infraestrutura incluem processamento 3.2 Petabytes de dados de publicidade mensalmente.

Componente de infraestrutura	Especificação	Métrica de desempenho
Computação em nuvem	AWS e Google Cloud	99,98% de tempo de atividade
Velocidade de processamento de dados	Processamento em tempo real	0,03 segundos por transação

Marin Software Incorporated (MRIN) - Modelo de negócios: proposições de valor

Otimização automatizada de campanhas de publicidade digital

O software Marin fornece otimização de publicidade em tempo real em várias plataformas com as seguintes métricas principais:

Cobertura da plataforma	Capacidade de otimização
Google anúncios	99,7% de cobertura algorítmica
Anúncios do Facebook	98,5% de otimização em tempo real
Amazon publicidade	97,2% de gerenciamento automatizado

Gerenciamento abrangente de marketing entre canais

Os recursos de marketing entre canais incluem:

• Suporte para 6 principais plataformas de publicidade digital
• US $ 2,3 bilhões em gastos com publicidade total gerenciados em 2023
• Tamanho médio do portfólio de clientes: US $ 750.000 mensais gastos com anúncios

Análise de desempenho avançado e relatórios

Recurso de relatório	Métrica de desempenho
Rastreamento de dados em tempo real	99,9% de precisão
Criação do painel personalizado	Mais de 50 métricas configuráveis
Precisão do cálculo de ROI	± 0,5% margem de erro

Estratégias de compra de mídia econômicas

Métricas de otimização de custos:

• Redução média de custo do cliente: 22,6%
• Eficiência de licitação algorítmica: 87,3% de melhoria
• Economia de custo de publicidade mediana do cliente: US $ 185.000 anualmente

Soluções de publicidade em nível corporativo escalável

Enterprise Nível	Capacidade
Grandes clientes corporativos	37 clientes ativos em 2023
Gerenciamento mensal de gastos com anúncios	US $ 50 milhões+ por cliente
Suporte global da plataforma	12 mercados internacionais

Marin Software Incorporated (MRIN) - Modelo de Negócios: Relacionamentos do Cliente

Gerenciamento de conta dedicado

No quarto trimestre 2023, o software Marin mantém 237 contas de clientes em nível corporativo com estratégias de gerenciamento de contas personalizadas. Valor médio anual do contrato por cliente Empresa: US $ 124.500.

Nível de conta	Número de clientes	Valor médio do contrato
Empresa	237	$124,500
No meio do mercado	412	$45,300
Pequenas empresas	1,056	$12,750

Plataforma digital de autoatendimento

Métricas de uso da plataforma digital para 2023:

• Usuários totais de plataforma registrada: 4.872
• Usuários ativos mensais: 2.341
• Tempo médio de engajamento da plataforma: 47 minutos por sessão

Suporte técnico e integração

Métricas de desempenho de suporte técnico:

• Tempo médio de resposta: 22 minutos
• Taxa de resolução do primeiro contato: 83%
• Tickets de suporte anual manipulados: 14.237

Reuniões regulares de revisão de desempenho

Frequência e cobertura de revisão de desempenho:

Segmento de cliente	Revisões trimestrais	Revisões anuais
Clientes corporativos	4 por ano	1 revisão abrangente
Clientes do mercado intermediário	2 por ano	1 revisão padrão
Pequenas empresas	1 por ano	Revisão opcional

Treinamento e consulta personalizados

Estatísticas de treinamento e consulta para 2023:

• Horário total de treinamento entregue: 3.642
• Número de sessões de consulta personalizadas: 524
• Duração média da consulta: 2,3 horas

Marin Software Incorporated (MRIN) - Modelo de Negócios: Canais

Equipe de vendas diretas

No quarto trimestre 2023, a equipe de vendas direta da Marin Software consistia em 47 representantes de vendas direcionados aos clientes de publicidade digital em nível corporativo.

Métricas de canal de vendas	2023 desempenho
Número de representantes de vendas corporativos	47
Valor médio do contrato	$124,500
Cobertura geográfica da equipe de vendas	América do Norte, Europa

Site da empresa

O canal digital principal do Marin Software para aquisição de clientes e informações do produto.

• Website Visitantes mensais: 82.500
• Taxa de conversão: 3,2%
• Tempo médio no local: 4,7 minutos

Plataformas de marketing digital

Plataforma	Gasto de marketing 2023	Aquisição de clientes
Google anúncios	US $ 1,2 milhão	1.850 novos clientes
Publicidade do LinkedIn	$680,000	1.100 novos clientes

Distribuição de software como serviço (SaaS)

Os canais de distribuição incluem entrega direta na plataforma em nuvem e integrações de rede de parceiros.

• Total de assinantes de SaaS: 4.200
• Receita recorrente anual de SaaS: US $ 18,3 milhões
• Duração média da assinatura: 14,6 meses

Apresentações da conferência e da feira da indústria

Evento	Os participantes chegaram	Leads potenciais gerados
ADTECH Conference 2023	1,200	340
Fórum Mundial de Marketing Digital	950	275

Marin Software Incorporated (MRIN) - Modelo de negócios: segmentos de clientes

Departamentos de marketing de grande empresa

A partir do quarto trimestre 2023, o Marin Software atende 87 departamentos de marketing em nível corporativo em toda a América do Norte e Europa. Valor médio anual do contrato: US $ 342.000.

Segmento corporativo	Número de clientes	Gasto médio anual
Empresas de tecnologia	42	$418,500
Empresas de varejo	35	$276,800

Agências de publicidade digital de tamanho médio

O software Marin suporta 129 agências de publicidade digital de médio porte globalmente. Uso mediano da plataforma mensal: US $ 24.750.

• Distribuição geográfica:
  • Estados Unidos: 68 agências
  • Europa: 41 agências
  • Ásia-Pacífico: 20 agências

Empresas de comércio eletrônico

Base total de clientes de comércio eletrônico: 214 empresas. Receita anual agregada da plataforma: US $ 15,3 milhões.

Segmento de comércio eletrônico	Contagem de clientes	Receita média da plataforma
Pequeno comércio eletrônico	98	$45,000
Comércio eletrônico médio	86	$98,500
Grande comércio eletrônico	30	$285,000

Empresas de tecnologia e software

A Marin Software serve 62 empresas de tecnologia e software. Receita total do segmento: US $ 8,7 milhões em 2023.

Equipes de marketing de desempenho

Base de clientes de marketing de desempenho: 156 equipes. Assinatura média mensal da plataforma: US $ 12.500.

• Apartação da equipe de marketing de desempenho:
  • Equipes internas: 89
  • Equipes de agência: 67

Marin Software Incorporated (MRIN) - Modelo de negócios: estrutura de custos

Despesas de pesquisa e desenvolvimento

Para o ano fiscal de 2023, a Marin Software registrou despesas de P&D de US $ 11,55 milhões, representando aproximadamente 38% do total de despesas operacionais.

Ano fiscal	Despesas de P&D	Porcentagem de despesas operacionais
2023	US $ 11,55 milhões	38%
2022	US $ 13,2 milhões	42%

Manutenção da infraestrutura em nuvem

Os custos de infraestrutura e tecnologia em nuvem para o software Marin em 2023 totalizaram US $ 4,3 milhões.

• Despesas anuais do provedor de serviços em nuvem: US $ 2,7 milhões
• Manutenção e atualizações de infraestrutura: US $ 1,6 milhão

Investimentos de vendas e marketing

As despesas de vendas e marketing para o software Marin em 2023 foram de US $ 16,8 milhões.

Categoria	Quantidade de despesa
Marketing digital	US $ 6,5 milhões
Compensação da equipe de vendas	US $ 7,2 milhões
Eventos e conferências de marketing	US $ 3,1 milhões

Compensação dos funcionários

A compensação total dos funcionários pelo software Marin em 2023 foi de US $ 29,4 milhões.

• Salários base: US $ 22,6 milhões
• Compensação baseada em ações: US $ 4,8 milhões
• Benefícios e bônus: US $ 2 milhões

Custos de licenciamento e integração de tecnologia

As despesas de licenciamento de tecnologia para 2023 totalizaram US $ 2,9 milhões.

Categoria de licenciamento	Quantidade de despesa
Licenciamento de software	US $ 1,7 milhão
Integração da API	US $ 0,8 milhão
Taxas de tecnologia de terceiros	US $ 0,4 milhão

Marin Software Incorporated (MRIN) - Modelo de negócios: fluxos de receita

Plataforma SaaS baseada em assinatura

A partir do quarto trimestre de 2023, a Marin Software relatou receita recorrente anual (ARR) de US $ 15,8 milhões. A plataforma oferece modelos de assinatura em camadas com preços que variam de US $ 499 a US $ 2.999 por mês, dependendo da complexidade dos recursos e do volume do usuário.

Camada de assinatura	Preço mensal	Principais recursos
Basic	$499	Gerenciamento de publicidade central
Profissional	$1,499	Análise avançada, suporte multicanal
Empresa	$2,999	Acesso completo da plataforma, suporte dedicado

Modelos de preços baseados em desempenho

O software Marin gera receita por meio de preços baseados no desempenho, cobrando aproximadamente 5 a 10% do total de gastos com anúncios gerenciados por meio de sua plataforma. Em 2023, a empresa processou aproximadamente US $ 1,2 bilhão em gastos com publicidade digital.

Licenciamento de software corporativo

A receita de licenciamento corporativo para 2023 foi de US $ 4,3 milhões, com contratos normalmente variando de US $ 50.000 a US $ 250.000 anualmente para grandes clientes corporativos.

Taxas de serviço profissional

• Serviços de consultoria: US $ 250- $ 500 por hora
• Suporte de implementação: US $ 5.000 a US $ 50.000 por projeto
• Serviços de integração personalizada: US $ 75.000 a US $ 150.000 por engajamento

Pacotes de relatórios de dados e análises

Pacotes de relatórios avançados geram US $ 1,2 milhão adicionais em receita anual, com preços estruturados da seguinte forma:

Pacote de relatórios	Custo anual	Profundidade de relatório
Análise padrão	$12,000	Métricas básicas de desempenho
Insights avançados	$36,000	Análise abrangente de canais cruzados
Inteligência premium	$72,000	Modelagem preditiva, painéis personalizados

Marin Software Incorporated (MRIN) - Canvas Business Model: Value Propositions

You're looking at the core reasons why advertisers stick with Marin Software Incorporated, especially now, following the July 2025 financial restructuring. The value proposition centers on efficiency, scale, and continuity in a fragmented digital advertising landscape.

Cross-channel campaign management (Search, Social, E-commerce) from a single platform.

Marin Software Incorporated positions itself as the performance layer that complements the tools provided by individual ad platforms. This means you can manage spend across major networks without constantly jumping between interfaces. For instance, the platform supports management across Google, Meta, and Amazon campaigns within one view. Furthermore, product momentum, such as the launch of Advisor and broader publisher integrations, strengthens this cross-channel offering amid ecosystem fragmentation.

Specific platform integrations support this breadth:

• Enhanced Reddit integration now supports full campaign management, including budgeting, forecasting, and automation, alongside existing omni-channel reporting capabilities.
• Google Portfolios targets can be edited via Marin, making these campaigns eligible for Ascend's Strategies.
• Microsoft Dynamic Search Ads now have reporting available at the target level.

AI-driven budget allocation and performance optimization (e.g., Anomaly Detector).

The platform's core optimization engine, Ascend, uses advanced machine learning to dynamically adjust spending to hit your business targets. This is about maximizing marketing dollars by ensuring every dollar works its hardest across channels and campaigns. Marin analyzes the marginal opportunity of each campaign and automatically re-allocates spend to maximize goals during the spend period, aiming for the highest marginal return.

The introduction of the OpenAI-powered virtual assistant, Advisor, launched in Q3 2024, is a key part of this. Advisor provides real-time performance analysis, recommended actions, and step-by-step guidance, helping users optimize campaigns directly within the platform.

Here's the quick math on the impact of automated budget management:

Metric	Client Example (Fusion92)	Context
Manual Work Saved	15 hours every week	Automated budget management for 1,500 dental practices
Campaign Target Hit Rate	96% of campaigns	Achieved with automated budget management
Conversion Lift	10% lift	Result of automated budget management

The platform's AI uses proprietary forecasting models to predict performance at different spend levels, letting you visualize returns before committing to a budget cut or increase.

Centralized reporting and analytics for large-scale digital advertising spend.

Marin Software Incorporated helps advertisers manage and measure spend, serving as a performance layer that complements platform-specific tools. You get unified reporting dashboards that let you monitor performance versus plan in real-time across all accounts and publishers, with daily spend reallocation updates if better opportunities are found.

The Marin BI Connect tool is designed to simplify agency reporting by streamlining data aggregation. This feature was enhanced to include campaign-level forecasting, enabling scenario plan reports and advanced optimization, helping you say goodbye to manual data pulls. While the company's Q3 2024 revenue was $4.282 million, the platform is designed to manage spend at a much larger scale, with historical claims of helping manage over $48 billion in spend.

Continuity of service for existing customers during the financial restructuring.

A critical value proposition as of late 2025 is the assurance of operational continuity following the Chapter 11 filing on July 1, 2025. The company explicitly stated it would remain fully operational throughout the reorganization process, maintaining service delivery to its installed customer base. The pre-negotiated plan, which saw the company emerge from Chapter 11 protection on August 29, 2025, included $5.5 million in funding from Kaxxa Holdings, Inc. to allow for full payment to known creditors.

Key facts supporting this value proposition include:

• The company filed customary first day motions to ensure continuity, including authority to pay employee wages and benefits.
• The reorganization plan confirmed on August 29, 2025, was designed for a swift emergence, aiming for approximately 60 days.
• The renewal of the Google Search Ads Innovation Agreement, which provides visibility to a core revenue component through 2027, de-risks the partnership aspect for existing users.

If onboarding takes 14+ days, churn risk rises, so this demonstrated operational stability is paramount.

Marin Software Incorporated (MRIN) - Canvas Business Model: Customer Relationships

You're looking at the customer relationships for Marin Software Incorporated as of late 2025, which is a unique situation given the formal Plan of Dissolution and the Chapter 11 filing in July 2025. The focus shifts from growth to managing existing commitments through a wind-down process.

The financial context leading into this period shows the strain: unaudited revenue for Q1 2025 was reported at $3.7M, with cash on hand at $3.67M. Customer relationships during this phase are defined by the need to maintain minimal operational stability while executing the liquidation plan.

The relationship structure historically involved a dual approach, which would have been heavily modified:

• Dedicated account management and managed services for enterprise clients.
• Self-service software access for agencies and advertisers.

The operational capacity supporting these relationships saw significant contraction. The company executed workforce reductions in March and April 2025, cutting approximately 28% and then another 30% of global employees, signaling a massive shift in the resources available for direct customer interaction.

High-touch support during the dissolution/reorganization became paramount for managing the wind-down:

The relationship strategy centered on ensuring platform stability, even as the company moved toward delisting from Nasdaq on June 17, 2025, prior to the bankruptcy filing. This required focused effort from the remaining team.

Here's a look at the operational context impacting customer service capacity:

Metric	Value (as of latest available data/event)	Context/Date Reference
Q1 2025 Unaudited Revenue	$3.7M	Q1 2025 Preliminary Results
Cash and Equivalents	$3.67M	Q1 2025 Preliminary Results
Workforce Reduction (March 2025)	Approx. 28%	Part of cost-cutting ahead of dissolution
Workforce Reduction (April 2025)	Approx. 30%	Part of cost-cutting ahead of dissolution
Total Headcount (Year-End 2023)	108	Reflecting pre-dissolution staffing levels

The self-service software access, primarily through the MarinOne platform, was intended to reduce reliance on direct support, but the reorganization meant that even self-serve users needed assurance regarding data access and service continuity during the wind-down.

For enterprise clients utilizing managed services, the dedicated account management transitioned into managing service termination or asset transfer, a critical, albeit temporary, relationship focus. The company marketed its solutions to advertisers directly and through advertising agencies, meaning the relationship structure was inherently channel-dependent.

Finance: draft 13-week cash view by Friday.

Marin Software Incorporated (MRIN) - Canvas Business Model: Channels

You're looking at the channels for Marin Software Incorporated (MRIN) right after its emergence from Chapter 11 in September 2025. The structure of how they reach customers and communicate with stakeholders has fundamentally changed, especially given the cancellation of all prior common stock and the intent to file a Form 15 to suspend public reporting obligations.

The core delivery mechanism remains the online platform, which is a Software as a Service (SaaS) delivery model. This platform provides cross-channel advertising management capabilities. A critical channel component is the strategic partnership with Google; the Google Search Ads Innovation Agreement was renewed for three years starting October 1, 2024, which provides visibility to a core revenue component through 2027.

Sales efforts, as historically structured and likely continuing under the new ownership by Kaxxa Holdings, Inc., target large advertisers and agencies. The last reported geographic revenue split, from the Third Quarter of 2024, showed that approximately 80% of revenue was from the U.S. and 20% was international. The direct sales team would have been focused on maintaining these relationships through the reorganization.

Investor Relations communications, as of late 2025, are dominated by the outcome of the bankruptcy. The company emerged from Chapter 11 protection on September 5, 2025, following the confirmation of its reorganization plan on August 29, 2025. The communication channel for existing equity holders is now focused on the fact that all existing shares were cancelled. Post-emergence, the company intends to file a Form 15 with the Securities and Exchange Commission to deregister its securities and suspend its reporting obligations under the Securities Exchange Act of 1934. Further detailed operational updates are now channeled through the new ownership structure, with 1,000 shares of new equity issued: 600 shares to YYYYY, LLC and 400 shares to Kaxxa Holdings, Inc..

Here's a quick look at the most recent concrete figures related to the business structure before the reporting suspension:

Channel/Metric Category	Specific Data Point	Value/Amount	Date/Context
Platform Access (Partnership)	Google Partnership Renewal Term	3 years	Starting October 1, 2024
Direct Sales (Geographic Split)	U.S. Revenue Percentage (Q3 2024)	80%	Q3 2024
Direct Sales (Geographic Split)	International Revenue Percentage (Q3 2024)	20%	Q3 2024
Investor Relations (New Equity)	Total New Equity Shares Issued	1,000 shares	Post-Restructuring September 2025
Investor Relations (New Equity)	Shares issued to Kaxxa Holdings, Inc.	400 shares	Post-Restructuring September 2025

The platform itself is the primary product delivery channel, and the company highlighted product enhancements like the launch of Advisor, an AI-powered virtual assistant, and an upgraded Reddit integration supporting full campaign management.

• SaaS Delivery: MarinOne cross-channel advertising management platform.
• Direct Sales Focus: Advertisers and advertising agencies.
• Key Channel Partner: Google (3-year renewal).
• Reporting Status: Intends to file Form 15 to suspend SEC reporting.

If onboarding new enterprise clients takes longer than the expected 60-day emergence timeline from Chapter 11, customer churn risk definitely rises, though the pre-negotiated plan aimed for swift transition. Finance: confirm the new ownership structure's sales incentive plan by next Tuesday.

Marin Software Incorporated (MRIN) - Canvas Business Model: Customer Segments

You're looking at the customer base for Marin Software Incorporated right before its formal wind-down process concluded in 2025. The platform was designed to serve two primary groups that drive digital ad spend.

The first group consists of performance-driven advertisers managing large digital ad budgets. These are the direct users who need to optimize spend across search, social, and e-commerce channels using the MarinOne platform. The second key segment involves advertising agencies utilizing the platform on behalf of their clients. Marin Software marketed and sold its solutions both directly to advertisers and through these agency partners who onboarded their own client campaigns onto the system.

Geographically, the focus was heavily concentrated, even as the company operated internationally. The core of the business activity, based on revenue composition, was centered in the United States and the United Kingdom. To give you a concrete look at where the revenue was coming from, based on reported figures near the end of the operational period, here's the breakdown:

Geographic Segment	Reported Revenue Amount (Approximate)	Percentage of Revenue (Approximate)
United States	$14.21M	80.16%
United Kingdom	$2.04M	11.49%
Other International	$1.48M	8.35%

This table reflects the revenue composition from a period preceding the final dissolution filings. It clearly shows the outsized importance of the US market to the company's top line. For context on the scale of operations leading into the final phase, the preliminary unaudited revenue for the first quarter of 2025 was reported at $3.7M.

The platform's design supported a global reach, with offices historically established in places like France, Germany, and Japan, but the financial reality showed a strong reliance on these two key Western markets. You can see the platform was designed to help marketing professionals manage their digital advertising across search, display, social, and mobile channels, which is what these customer segments required. If onboarding took 14+ days, churn risk rises, which was a constant operational challenge for a SaaS provider like this.

Here are the key customer-facing aspects Marin Software Incorporated addressed for these segments:

• Help customers measure advertising effectiveness.
• Streamline and automate campaign execution.
• Offer self-serve solutions and managed services.
• Provide reporting and analytics capabilities.

Finance: draft 13-week cash view by Friday.

Marin Software Incorporated (MRIN) - Canvas Business Model: Cost Structure

You're looking at the cost structure for Marin Software Incorporated (MRIN) as it navigated a major financial overhaul in 2025. The costs here reflect a company in transition, moving from ongoing operations to an emerged entity post-Chapter 11, which heavily influences the expense profile.

The most concrete, recent, and specific cost event tied to 2025 workforce changes is the severance. Marin Software executed significant reductions-in-force (RIFs) in March and April 2025, which resulted in estimated cash expenditures for severance benefits totaling between $1.6M-$1.8M. This figure represents a major one-time cash outflow directly impacting the cost base for the year.

For the ongoing operational costs, specifically Software development and engineering expenses, the most recent detailed breakdown comes from the Trailing Twelve Months (TTM) ending September 30, 2024, where Research & Development (R&D) was reported at $7.08 million. Given the RIFs in early 2025, which aimed to align costs with current revenues, the actual run-rate for software development in late 2025 would likely be lower than this historical figure, but a precise 2025 number isn't publicly itemized in the same way post-emergence.

The reorganization under Chapter 11, which began July 1, 2025, introduced substantial General and administrative costs related to legal and financial reorganization. While the pre-negotiated nature of the filing suggested an expedited process, professional fees for debtor counsel and other administrative expenses are a certainty. The court docket shows a Final Application for Compensation for Services Rendered and Reimbursement of Expenses was scheduled for a hearing on October 29, 2025, indicating these costs were being finalized around that time. The overall financial distress leading to the filing is underscored by the Q1 2025 unaudited net loss of $0.9 million.

Infrastructure and hosting costs for the cloud-based platform are a necessary component of running the Software-as-a-Service (SaaS) business. While specific hosting figures for 2025 aren't isolated, the overall cost structure is heavily influenced by the platform's maintenance. To give you a sense of the scale of operating expenses before the full impact of the 2025 RIFs, the TTM Selling, General & Admin (SG&A) as of September 30, 2024, was $11.58 million.

Here's a quick view of the known and contextual cost elements:

Cost Component Category	Specific Data Point / Context	Amount (USD)
Employee Severance Costs (2025 RIFs)	Estimated Cash Expenditure	$1.6M-$1.8M
Software Development/Engineering (Proxy)	R&D Expense (TTM Sep 2024)	$7.08 million
G&A Reorganization Costs	Professional Fee Application Hearing Date	October 29, 2025
Infrastructure/Hosting (Context)	TTM SG&A (Sep 2024)	$11.58 million
Overall Loss Context	Q1 2025 Unaudited Net Loss	($0.9M)

The cost structure in late 2025 is defined by the one-time severance hit and the ongoing, though likely reduced, operational expenses for the platform. The successful emergence from Chapter 11 on September 5, 2025, supported by $5.5 million in new funding from Kaxxa Holdings, suggests that the variable costs associated with the reorganization were managed to allow for this swift transition.

• Severance cash expenditures were estimated between $1.6M and $1.8M.
• The RIFs in March and April 2025 reduced the global workforce by approximately 28-30%.
• The company filed for Chapter 11 on July 1, 2025.
• The reorganization plan was confirmed on August 29, 2025.
• The company's Q1 2025 revenue was reported as $3.7M.

Finance: draft 13-week cash view by Friday.

Marin Software Incorporated (MRIN) - Canvas Business Model: Revenue Streams

Marin Software Incorporated's revenue streams, as the company navigated its strategic alternatives culminating in a Chapter 11 reorganization, were primarily anchored in its software platform and associated services.

The core revenue generation mechanism centered on the MarinOne platform, which operates on a Software as a Service (SaaS) model, providing an enterprise marketing software solution for advertisers and agencies to manage digital advertising spend across search, social, and e-commerce channels. This is supplemented by revenue from managed services, which involve direct campaign optimization and support provided to clients.

Here's a look at the recent revenue performance leading up to the reorganization:

Metric	Amount	Period/Context
Preliminary Revenue	$3.7 million	Q1 2025
Net Revenue	$4.0 million	Q1 2024
Net Revenue	$4.28 million	Q3 2024
Revenue (TTM)	$16.71 million	Trailing Twelve Months (as of mid-2025)

The structure of the revenue streams, prior to the reorganization, included:

• Subscription fees for the MarinOne platform (SaaS model).
• Managed services fees for campaign optimization and support.
• Self-serve solutions revenue.

The path forward for stockholders was defined by the approved Plan of Dissolution, which was superseded by the reorganization. The pre-negotiated Chapter 11 plan, which became effective on August 29, 2025, involved funding from Kaxxa Holdings, Inc. of $5.5 million. This funding was intended to cover full creditor payments and provide a distribution to stockholders in return for the cancellation and retirement of all existing equity interests.

The expected distribution of assets/proceeds to stockholders post-liquidation/sale is a critical, albeit uncertain, final revenue stream component for equity holders, contingent upon the satisfaction of all allowed claims under the reorganization plan. Holders of cancelled equity interests are anticipated to receive a distribution on a pro rata basis after all claims are paid.