Startup Autobahn:  Mercedes, Porsche & Skydeo

Startup Autobahn: Mercedes, Porsche & Skydeo

Skydeo Attends Startup AutoBahn in Stuttgart

Redefine Your Company Based on the Company You Keep

Skydeo COO Eric Simon presented Skydeo’s AppGraph & PlacesGraph solutions for a packed house at Mercedes Arena in Stuttgart today.  Skydeo’s unique mobile insights helps auto makers better understand their car buyers mobile interests and behaviors in different regions around the globe.

Skydeo's Eric Simon presenting in German at Startup Autobahn.

Skydeo’s Eric Simon presenting in German at Startup Autobahn.

STARTUP AUTOBAHN is the ultimate innovation platform that unites global young tech companies with the unrivalled tech expertise of Silicon Valley and the best of German engineering.  We are a neutral innovation platform moderating an in-depth and curated collaboration between our partners from the industry and young tech companies. Our network of investment firms and mentors further helps the growth of tech companies. Our home is Stuttgart – the birthplace of the automobile, one of the leading IP regions of the world, and a hub of business, engineering, and groundbreaking inventions.

Our namesake is the high-speed German highway – the only one in the world without a speed limit. And just like the Autobahn, STARTUP AUTOBAHN is about accelerating joint projects between young tech companies and our corporate partners.

Skydeo participated in the Marketing and Sales groups discussions regarding

  • Advanced Advertising
  • Performance Marketing
  • Customer Experience
  • Connection of Online and Offline Commerce

STARTUP AUTOBAHN partners and attendees included: Plug & Play, Daimler, Porsche, Hewlett Packard Enterprise, DXC Technology, BASF, ZF Friedrichshafen, Deutsche Post DHL Group, Webasto, Murata, HELLA, BENTELER, The Linde Group, AGC Glass, Wieland, PostNL, Jardines Matheson, CEPSA, and Covea.

Salesforce Data Studio – Krux Link

Salesforce Data Studio – Krux Link

A recent AdExchanger article announced Salesforce Data Studio, a new data sharing platform that evolved from Krux Link.  The goal is to give advertisers more validated data while protecting publishers from data leakage during the exchange.  How Salesforce plans to protect mobile advertising IDs was not disclosed.

And, since the data sharing platform isn’t priced on an impression-based CPM model, the company claims there’s less incentive to push volume at the expense of quality.

“We do not sell media or monetize data, so we don’t have incentives to push any media platform with data attached to it or the value of our own data,” said Jonathan Suarez-Davis, chief strategy officer for the Salesforce Marketing Cloud. “We’re providing a platform for the publisher and marketer to share their data in a trusted, secure environment.”  Data markets have become a big thing in recent years. BlueKai – now Oracle DMP – had a big data mart where marketers could buy practically any data set, though it didn’t have a reputation for being highly curated. 

Skydeo enables advertisers to license data on subscription basis or CPM based model.  Skydeo’s data monetization enables app developers and publishers a secure, anonymous way to monetize user data based on the Skydeo AppGraph and Location Audiences.   Skydeo is not a data marketplace and does not sell media.  For more information about the Skydeo Audience Maker (SAM) contact us.


Location Data Buyers Guide

Location Data Buyers Guide

12 Questions Every Buyer Should Ask about Location Data

We recently found a guide from the IAB on buying location data that is still relevant today.   The convergence of place based audiences (merging device data and places/point of interest) is driving high ROI for advertising campaigns.  Understanding the source of the raw data plus the human element involved in matching those latitudes/longitudes to a place is important.  Circles or polygons?  That’s the level of location discussion today.  Contact Skydeo to learn more about our rapidly growing mobile location data and places audiences.

“Place Data
1. What is the source of your “place” information (i.e. data about what businesses, points of interest or addresses are found at specific lat/longs in the physical world)?
2. What is your overall share of 1st vs 3rd party place data (E.g. Do you have a proprietary mapping system/address data or utilize a 3rd party database)?
3. What is your approach to organizing places/place data (E.g. polygons, geo-fence radii, etc.)?
4. How precise is your place information (E.g. are you able to discern the location of a specific store in a mall versus the parking lot)?
5. How comprehensive is your place information (E.g. What percentage of business, addresses, or points of interest do you have place data for)?
6. How do you qualify and/or verify your place information? For example, how do you address the scenarios below:
a. How do you compensate for bad addresses?
b. Do you have a way to account for recent opening and closing of locations?

Device Data
7. What are your sources of device location data (i.e. data used to locate a device) and how do you receive that data?
a. E.g. 1st party (O&O properties/servers), direct 3rd party deal/relationship, impression/ exchange data, etc.
8. What types of device location data do you use?
a. E.g. Device GPS, cell tower/triangulation, user-reported (check-in), user-reported (registration), Wi-Fi, IPS, beacons, low power Bluetooth, zip – local content, centroids, NFC, etc.
9. How do you identify and filter out the types of targetable location data that are not appropriately accurate for my campaign’s needs?
10. How long is your location data stored/considered relevant?
a. Is your device data time stamped?
b. If you offer dwell times, how are these calculated?
11. How do you verify/substantiate that the device location data you are using is accurate?
12. What is the scale of your device location data?”

Placed Sold to Snapchat for $200 Million

Placed Sold to Snapchat for $200 Million

According to Geekwire: Snapchat parent Snap has acquired Placed, a Seattle-based startup that operates a consumer location analytics platform.

GeekWire first learned of the acquisition last week, and made inquiries to the company, which at the time did not want to discuss the deal.  Sources close to the deal pegged the purchase price at more than $200 million, marking a potentially large outcome for the original investors and early shareholders. It’s also one of Snap’s most expensive acquisitions to date. 

Founded in 2011, Placed raised $13.8 million from Madrona Venture Group and Two Sigma Ventures. Board members include Shim; Matt McIlwain; David Joerg; and Brian McAndrews.

Placed CEO and co-founder David Shim will stay at the company, and will report to Snap Chief Strategy Officer Imran Khan.

“Over the past 12 months, Placed has measured more than $500 million in media spend to store visits, across thousands of campaigns and hundreds of partners, cementing Placed as the leader in location-based attribution,” Shim wrote in a blog post shared with GeekWire on Monday afternoon. “By partnering with Snap, we will do even more.”

Location Attribution and Measurement

Skydeo provides place based audiences and location based services.  Contact us to learn more.