As the net world slowly strikes to a extra privacy-focused atmosphere freed from cookies, startups constructing other ways to assist companies handle buyer identification and construct advertising round which are getting consideration. Zeotap, a buyer identification platform constructed round an organization’s personal (first-party) information that mixes this with different information sources to create extra full photos of customers and what they do, is at this time saying that it has raised an extra $18.5 million.
That is an extension of a Sequence C spherical for the agency coming from a single investor, SignalFire, from its Breakout Fund, reserved for growth-stage investments. Based in Berlin with operations now out of New York, Bengaluru in India and the UK, Zeotap has now raised $60.5 million for the spherical, with different traders together with the likes of SingTel (through Innov8), Right here (the mapping firm), Iris Capital, the European Funding Financial institution, and quite a lot of others taking part.
Zeotap isn’t disclosing its valuation, however PitchBook notes it was near $158 million post-money within the first shut.
Zeotap began life initially as a platform aimed toward mobile usage, particularly serving to carriers dealer offers with third events that needed their buyer information. Through the years this has widened and developed to an even bigger alternative not simply to trade information, however a spot to attract all of it collectively to construct extra helpful buyer profiles.
Projjol Banerjea, founder and CPO of Zeotap, stated in an interview that the chance Zeotap is focusing on has grow to be particularly pressing this yr, within the wake of the worldwide well being pandemic.
“You’ve got two firms proper now,” he stated. “These which are utilizing the present market as an opportunity to reassess advertising and drive efficiencies, and double down on streamlining their enterprise. And people which are extra resilient and seeing the present time as a chance to scale. Whichever class you fall in, buyer information is vital.”
The corporate is presently lively in 14 markets, he stated, with merchandise aimed toward publishers, manufacturers, and information companions. Zeotap’s platform basically covers a number of key areas. First, a buyer information platform based mostly round a corporation’s first social gathering information about its personal clients, which gives a unified buyer view for a corporation based mostly on what it already has. “That is a lot tougher to do than you’d anticipate,” Banerjea stated. “Managing consent is prime of thoughts right here, whereas benefiting from first-party property.”
Second comes ID decision. Zeotap claims that it hosts the biggest advertising identification graph on this planet, with a “community of identifiers that may find a buyer throughout totally different channels.” This will embody offline cellphone numbers, electronic mail and residential addresses, alongside looking exercise. “We are able to present a bridge to the digital world for offline names,” he stated, including that Zeotap works with some 112 suppliers to pool information right into a single, unified buyer view.
These then come collectively in Zeotap’s common ID+ product, which he stated is “totally consent based mostly and tokenized, with no information leakage.” This basically is bought to shoppers whose entrepreneurs can then assist their efforts “transit throughout the ecosystem with none publicity for the client but additionally for any of our companions.”
Quite a lot of the laws which have emerged, and the explanations cookies are being depreciated, are to supply higher safety for shoppers, to offer them higher transparency round how and the place their information is getting used. Approaches like Zeotap’s might not utterly eradicate that larger concern — and a few would possibly argue that for the foreseeable future promoting and advertising will stay a cornerstone of how the net works — a lot as create a system that makes advertising, and the large information profiling that underpins it, safer, Banerjea defined.
“ID+ is designed for us to have the ability to join the dots with out publicity,” he stated.
Zeotap basically has two kinds of rivals for the time being, he stated. Bigger advertising clouds which have grown by acquisition, the place quite a lot of actions sit in silos however underneath one larger umbrella; and people who have grown huge companies across the managing of buyer identification, similar to Liveramp (the corporate formerly known as Acxiom) and The Commerce Desk.
However in an $87 billion business, and at a time when having an internet technique is a do-or-die crucial, there’s maybe room for an additional.
“COVID-19 has catalyzed a change within the advertising combine as manufacturers put money into their information and learnings to redirect conventional TV budgets to simpler channels,” stated Chris Scoggins, enterprise companion at SignalFire, in an announcement. “Our funding in Zeotap is testomony to our perception within the firm’s management, imaginative and prescient, and its quickly evolving buyer intelligence platform (CIP) with a built-in identification resolution for the way forward for advertising named ID+ .”