Spanish telecoms corporation Telefonica is in talks to acquire the British cell geolocation knowledge startup Statiq for $four.two million (£3.five million), in accordance to many field sources.
Not all the paperwork has been signed but offer is possible to be announced as before long as this month when all the lawful checks have taken spot, the sources say.
Statiq processes “billions” of site knowledge indicators to recognize the areas men and women take a look at and create shopper profiles. That data allows advertisers to superior goal advertisements based mostly on a user’s physical site and also evaluate irrespective of whether they visited a retail retailer soon after seeing a cell ad.
Both of those companies acknowledged Business enterprise Insider’s multiple requests for comment but declined to offer you statements.
Statiq was established in 2013 by Tim Finn, Ilya Kazansky, and Dean Cussell — all previous personnel of StrikeAd, a programmatic desire-side platform (DSP) that was acquired by Sizmek for $eleven.seven million in 2015.
In accordance to Crunchbase, the corporation, which is headquartered in London and has workplaces in Kiev, has raised $750,000 in funding from angel trader Dmitri Lipnitsky.
As telecoms companies glimpse to move further than becoming a “dumb pipe,” advertising and marketing delivers a huge potential revenue stream. This is specifically so in Europe, wherever forthcoming adjustments to the European privacy regulation GDPR could restrict the use of third-occasion knowledge to monitor and goal individuals without the need of their specific consent. Having obtain to to start with-occasion data puts telecoms companies — and major shopper web platforms like Google and Facebook — in an advantageous position.
Telefonica has much more than three hundred million consumers all over the world and has been steadily constructing out its advertising and marketing division. In 2014, it launched a cell ad trade known as Axonix that will allow makes to goal advertisements at specific audiences, applying anonymized segments of Telefonica’s customer knowledge.
Telefonica is just not the only telecoms company making a move into advertising and marketing in get to establish new revenue streams. Amobee, the ad tech arm of Singaporean telco Singtel, acquired the desire-side platform Turn in February this year. In the United States, Verizon acquired AOL in 2015 and the corporation announced its designs to receive Yahoo last year.
Lara O’Reilly also contributed reporting.