MRAD — SmartETFs Advertising & Marketing Technology ETF
Data updated: 2025-03-11
MRAD — SmartETFs Advertising & Marketing Technology ETF. Holdings, fees, performance and SEC filings.
MRAD Fund Overview
MRAD — SmartETFs Advertising & Marketing Technology ETF is a US ETF managed by Guinness Atkinson Funds, categorised as Global (incl. US) Multi-Cap / All-Cap Growth Information Technology Equity. ABC INVEST provides holdings, performance, costs, cashflows, risk data, prospectus documents and SEC filings, sourced from SEC filings.
- Type: US ETF
- Manager: Guinness Atkinson Funds
- Category: Global (incl. US) Multi-Cap / All-Cap Growth Information Technology Equity
- Assets under management: $766.49K
- 1-year return: 12.8%
- Ticker: MRAD
- SEC CIK: 0000919160
- SEC series ID: S000067431
- Share class ID: C000216796
MRAD Investment Objective and Strategy
SmartETFs Advertising & Marketing Technology ETF describes its objective and strategy as follows, from its latest prospectus filed with the SEC by Guinness Atkinson Funds.
Investment objective
SmartETFs Advertising & Marketing Technology ETFs investment objective is long-term capital appreciation.
Principal investment strategy
Under normal circumstances, the Fund will invest at least 80% of its net assets (plus any borrowings for investment purposes) in publicly-traded equity securities of domestic or foreign companies across multiple sectors that the Adviser considers to be Advertising or Marketing Technology companies, which are companies that have significant exposure to the development, production or deployment of advertising or marketing services, especially in ways that are related to digital media or in ways that make advertising or marketing activities more tailored or efficient in reaching a specific demographic, and which are defined below. Advertising and Marketing Technology are thematic concepts. The Fund is actively managed, meaning that the Adviser will select the Funds holdings based on its judgment and analysis of a companys activities.
The Adviser believes that Advertising and Marketing Technology companies are companies that engage in businesses that fall within the following scope: ? Advertising companies are companies that engage in advertising-related activities, which means using communications to sell products or services. Advertising-related activities includes: ? The placement, sale or publication of advertisements, including digital, print, broadcast and out of home media (advertising that reaches consumers while they are outside their home); ? The development of advertising and public relations services, strategies and creative assets (including designing, creating or producing advertisements), and systems or platforms that deliver advertising (such as streaming services or other technology-based applications or platforms), as well as programmatic advertising platforms; or ?
The placement or distribution of advertisements through various platforms or exchanges, including on social media applications as well as through public relations programs or promotional activities and events. Advertising companies could include companies that engage through traditional media (newspapers, magazines, radio or television) or through new media (internet, streaming, gaming, social media or other applications including music streaming), and could also include companies that are making advertising more efficient in delivering content (including educational content) to larger or more targeted groups of consumers. The Adviser considers a company to be in the advertising business if the company has devoted more than 50% of its assets to, or derives more than 50% of its revenue, income or profits from, advertising-related activities.
? Marketing Technology companies are companies that use technology or technology solutions to deliver marketing services or make marketing activities more efficient. The products and services delivered by Marketing Technology companies could include: ? Traditional or non-traditional media companies and marketing agencies that offer advertising clients the ability to use technology for advanced or tailored targeting of communications to customers or potential customers; ? Customer relations, and customer relationship management platforms, including software for sales automation, customization and app integration; ? Marketing and customer/consumer data, and analytical assessments of that data, including customer identification and tracking; ? Web-based marketing information and email services and technologies; ?
Products and services used to develop and distribute marketing and advertising assets (including creative assets such as advertisements, photographs or videos, digital or non-digital) as well as programmatic advertising platforms or marketing automation platforms including email automation and analysis; ? Security, data security and authentication services used on websites; and ? Products and services designed to improve customer experiences, whether online, in-store, or by telephone, in connection with targeted marketing arrangements. Marketing Technology companies could also include companies that provide products, platforms or services that allow marketers to assess or improve the results of their advertising or marketing activities by using technology, software (including automation programs), data and customer insights (including data and customer insights derived from non-marketing or advertising activities).
The Adviser considers a company to be in the Marketing Technology business if the company has devoted more than 50% of its assets to, or derives more than 50% of its revenue, income or profits from, marketing technology related activities; or if it derives more than 50% of its revenues, income or profits from, or devotes more than 50% of its assets to, producing or distributing technology-based products or services used by advertising and marketing companies. At all times, the Fund will invest at least 15% of its assets in Advertising companies and at least 15% of its assets in Marketing Technology companies. The Fund may invest up to 20% of its assets in companies that do not fall within these categorizations. All of the Funds investments will be related to Advertising or Marketing Technology.
Some of the companies in which the Fund will invest will be companies that do not meet the 50% tests described above, but offer a product or service that improves advertising or marketing. The Fund treats these companies as being within this 20% basket. The Fund will concentrate its investments (that is, invest more than 25% of its total assets) in Advertising and Marketing Technology companies (as defined above), and these companies may fall into the following industry groups: telecommunications services, media and entertainment, information technology services, software services and commercial and professional services. A downturn in companies in any of these industry groups would have a larger impact on the Fund than on a fund that does not concentrate in Advertising and Marketing Technology companies.
Equity securities may include common stocks, preferred stocks, securities convertible into common stocks, rights and warrants. The Funds allocations may vary depending on changing market conditions (including but not limited to, liquidity, volatility, and the number of companies meeting selection criteria). The Fund may invest in US companies and in companies economically tied to foreign countries, including, potentially, companies domiciled or traded in emerging markets, including China. For more information about how the Adviser determines that a company is economically tied to a foreign country, see More About the Funds Investment Strategies and Risks in this Prospectus. The Funds allocations among countries may vary depending on changing market conditions (including but not limited to, liquidity, volatility, and the number of companies meeting selection criteria), and there is no specific allocation of investments to US issuers or non-US issuers.
The Funds currency is US Dollars, while some of its investments are denominated in foreign currencies. Typically, the Fund will hold around 30 positions of approximately equal weight, but the portfolio may vary over time. Under normal market conditions, the Fund may have as few as 25 holdings or as many as 75 holdings. The Fund is actively managed, meaning the Adviser will select the Funds holdings based on its own research and evaluation process. In identifying investments that the Fund will buy or sell, the Adviser identifies companies with favorable characteristics from the identifiable universe of companies it has compiled, and performs research and fundamental analysis to understand the companys business model, valuation and potential for return. In determining whether a company is an Advertising or Marketing Technology company, the Adviser considers the companys public statements about its activities, including regulatory filings (reflecting profits, revenues, EBITDA (earnings before interest, taxes, depreciation and amortization), cash flow and assets), as well as third-party industry assessments of products and services that the company delivers and the role of those products or services in the types of advertising-related or marketing-related activities described above.
The Adviser then monitors potential or actual investments for performance and risk perspectives, as well as to quantify drivers of return and assess company performance versus expectations. The Fund may invest in companies of any market capitalization size, but under normal market conditions, the Fund will invest in companies with a minimum market capitalization of $500 million. The Fund will invest in companies on a global basis, meaning that it will generally hold both domestic and foreign companies and may invest in companies in developed markets and emerging markets outside the United States, including companies economically tied to countries in the Asia Pacific region, primarily China and Japan, but potentially, also, Hong Kong or Australia. For more information about how the Adviser determines that a company is economically tied to a foreign country, see More About the Funds Investment Strategies and Risks in this Prospectus.
For temporary defensive purposes, any portion of the Funds total assets may be invested in cash and cash equivalents, including money market funds, to respond to adverse market, economic, political or other conditions. While the Fund is applying this temporary defensive strategy, it may be unable to achieve its investment objective. The Fund is designed for investors who seek long-term capital appreciation through focused investment in equity securities of companies, wherever located, that are engaged in advertising and marketing activities that are enhanced by technology. Additional information on Principal Investment Strategies can be found in the prospectus. Also see Additional Investment Strategies and Risks in the Statement of Additional Information.
MRAD Holdings
Top 10 holdings of SmartETFs Advertising & Marketing Technology ETF by percentage of net assets, from the fund's latest SEC N-PORT filing.
| Holding | % of net assets |
|---|---|
| Meta Platforms, Inc.-Class A | 5.23% |
| Tencent Holdings Ltd. /hkd/ | 5.22% |
| Trade Desk Inc/the -Class A | 5.15% |
| Criteo SA-Spon ADR | 5.01% |
| Magnite, Inc. | 4.63% |
| Amazon.com, Inc. | 4.50% |
| Alphabet, Inc.-Cl A | 4.22% |
| Future PLC /gbp/ | 4.18% |
| Salesforce, Inc. | 4.11% |
| Adobe, Inc. | 4.05% |
MRAD Portfolio Allocation
Asset-class allocation of SmartETFs Advertising & Marketing Technology ETF by percentage of net assets, from the latest SEC N-PORT filing.
| Asset class | Allocation |
|---|---|
| Equity | 98.2% |
MRAD Performance
Total returns for MRAD (as of 2026-10-01), from SEC filings.
| Period | Total return |
|---|---|
| 1 year | 12.8% |
| 3 years (annualised) | -18.0% |
MRAD Risk Information
Risk metrics for MRAD, derived from monthly returns in SEC filings.
- 1-year volatility (annualised): 20.2%
MRAD Costs and Fees
MRAD costs about $68 per $10,000 invested per year in fund expenses.
- Net expense ratio: 0.68%
- Gross expense ratio: 9.63%
- Portfolio turnover: 20%
- Brokerage commissions: 1.15 bps of average net assets (SEC N-CEN)
MRAD Cashflows
Over the 12 months to 2024-09, SmartETFs Advertising & Marketing Technology ETF had net outflows of $465.08K, from monthly SEC N-PORT filings.
| Month | Net flow |
|---|---|
| 2024-09 | $0 |
| 2024-08 | $0 |
| 2024-07 | $0 |
| 2024-06 | $0 |
| 2024-05 | −$154.27K |
| 2024-04 | $0 |
MRAD Debt Constituents
No individual debt constituents are reported in SmartETFs Advertising & Marketing Technology ETF's latest SEC N-PORT filing.
MRAD Prospectus and SEC Filings
Official SmartETFs Advertising & Marketing Technology ETF filings on SEC EDGAR — prospectus, portfolio holdings and annual reports.
- Prospectus (485BPOS) — filed 2024-04-26
- Prospectus (485BPOS) — filed 2023-04-28
- Prospectus supplement (497) — filed 2024-05-03
- Portfolio holdings (N-PORT) — filed 2024-11-29
- Portfolio holdings (N-PORT) — filed 2024-08-29
- Portfolio holdings (N-PORT) — filed 2024-05-23
- Annual census (N-CEN) — filed 2025-03-11
- Annual census (N-CEN) — filed 2024-03-15
Related Funds
Other Global (incl. US) Multi-Cap / All-Cap Growth Information Technology Equity funds tracked on ABC INVEST:
Data Sources
ABC INVEST compiles this page from public filings made to the U.S. Securities and Exchange Commission (SEC) through EDGAR: portfolio holdings and monthly cashflows from Form N-PORT, expenses and returns from fund prospectuses (Form 485BPOS) and the SEC DERA Risk/Return Summary data sets, annual data from Form N-CEN, and shareholder reports from Form N-CSR.