As the web world slowly strikes to a extra privacy-focused atmosphere freed from cookies, startups constructing alternative routes to assist companies handle buyer identification and construct advertising and marketing round which are getting consideration. Zeotap, a buyer identification platform constructed round an organization’s personal (first-party) knowledge that mixes this with different knowledge sources to create extra full photos of customers and what they do, is at present saying that it has raised an additional $18.5 million.
That is an extension of a Collection 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 (by way of Innov8), Right here (the mapping firm), Iris Capital, the European Funding Financial institution, and various others collaborating.
Zeotap just 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 geared toward mobile usage, particularly serving to carriers dealer offers with third events that wished their buyer knowledge. Over time this has widened and developed to a much 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, stated in an interview that the chance Zeotap is concentrating on has develop into particularly pressing this yr, within the wake of the worldwide well being pandemic.
“You’ve got two corporations proper now,” he stated. “These which are utilizing the present market as an opportunity to reassess advertising and marketing 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 knowledge is essential.”
The corporate is at present lively in 14 markets, he stated, with merchandise geared toward publishers, manufacturers, and knowledge companions. Zeotap’s platform basically covers a number of key areas. First, a buyer knowledge platform based mostly round a corporation’s first get together knowledge 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 belongings.”
Second comes ID decision. Zeotap claims that it hosts the biggest advertising and marketing identification graph on this planet, with a “community of identifiers that may find a buyer throughout completely different channels.” This may embrace offline cellphone numbers, e mail and residential addresses, alongside shopping 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 knowledge 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 knowledge leakage.” This basically is offered 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.”
Quite a lot 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 could not fully eradicate that larger problem — and a few may argue that for the foreseeable future promoting and advertising and marketing will stay a cornerstone of how the net works — a lot as create a system that makes advertising and marketing, 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 stated.
Zeotap basically has two varieties of rivals in the mean time, he stated. Bigger advertising and marketing clouds which have grown by acquisition, the place various actions sit in silos however beneath one larger umbrella; and people who have grown large 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 trade, and at a time when having an internet technique is a do-or-die crucial, there’s maybe room for one more.
“COVID-19 has catalyzed a metamorphosis within the advertising and marketing combine as manufacturers put money into their knowledge 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 and marketing named ID+ .”