As the web world slowly strikes to a extra privacy-focused setting freed from cookies, startups constructing alternative routes to assist companies handle buyer id and construct advertising round which might be getting consideration. Zeotap, a buyer id platform constructed round an organization’s personal (first-party) knowledge that mixes this with different knowledge sources to create extra full footage of customers and what they do, is at this time asserting that it has raised an additional $18.5 million.
This is an extension of a Series C spherical for the agency coming from a single investor, SignalFire, from its Breakout Fund, reserved for growth-stage investments. Founded 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), Here (the mapping firm), Iris Capital, the European Investment Bank, and plenty of others collaborating.
Zeotap shouldn’t be 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 cellular utilization, particularly serving to carriers dealer offers with third events that needed their buyer knowledge. Over the years this has widened and developed to an even bigger alternative not simply to trade knowledge, however a spot to attract all of it collectively to construct extra helpful buyer profiles.
Projjol Banerjea, founder and CPO of Zeotap, mentioned in an interview that the chance Zeotap is focusing on has change into particularly pressing this yr, within the wake of the worldwide well being pandemic.
“You have two firms proper now,” he mentioned. “Those which might be utilizing the present market as a possibility to reassess advertising and drive efficiencies, and double down on streamlining their enterprise. And these which might be extra resilient and seeing the present time as a possibility to scale. Whichever class you fall in, buyer knowledge is essential.”
The firm is presently lively in 14 markets, he mentioned, with merchandise aimed toward publishers, manufacturers, and knowledge companions. Zeotap’s platform basically covers a couple of key areas. First, a buyer knowledge platform primarily based round a corporation’s first occasion knowledge about its personal clients, which gives a unified buyer view for a corporation primarily based on what it already has. “This is far tougher to do than you’d count on,” Banerjea mentioned. “Managing consent is high of thoughts right here, whereas taking advantage of first-party property.”
Second comes ID decision. Zeotap claims that it hosts the biggest advertising id graph on the planet, with a “community of identifiers that may find a buyer throughout totally different channels.” This can embrace offline cellphone numbers, e-mail and residential addresses, alongside searching exercise. “We can present a bridge to the digital world for offline names,” he mentioned, including that Zeotap works with some 112 suppliers to pool knowledge right into a single, unified buyer view.
These then come collectively in Zeotap’s common ID+ product, which he mentioned is “absolutely consent primarily based and tokenized, with no knowledge leakage.” This basically is bought to purchasers whose entrepreneurs can then assist their efforts “transit throughout the ecosystem with none publicity for the client but in addition for any of our companions.”
Lots of the laws which have emerged, and the explanations cookies are being depreciated, are to offer higher safety for shoppers, to provide them higher transparency round how and the place their knowledge is getting used. Approaches like Zeotap’s might not utterly eradicate that larger situation — and a few may argue that for the foreseeable future promoting and advertising will stay a cornerstone of how the online works — a lot as create a system that makes advertising, and the large knowledge profiling that underpins it, safer, Banerjea defined.
“ID+ is designed for us to have the ability to join the dots with out publicity,” he mentioned.
Zeotap basically has two forms of opponents for the time being, he mentioned. Larger advertising clouds which have grown by acquisition, the place plenty of actions sit in silos however beneath one larger umbrella; and people who have grown large companies across the managing of buyer id, corresponding to Liveramp (the corporate previously generally known as Acxiom) and The Trade Desk.
But in an $87 billion trade, and at a time when having an internet technique is a do-or-die crucial, there may be maybe room for an additional.
“COVID-19 has catalyzed a change within the advertising combine as manufacturers spend money on their knowledge and learnings to redirect conventional TV budgets to simpler channels,” mentioned 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 id resolution for the way forward for advertising named ID+ .”