Sirdata raises $ 700,000 for its data collection platform
Sirdata, a start-up publishing a platform for automatic collection, segmentation and distribution of data, has just raised 700,000 dollars from Angel Source, Insead Business Angels, Val’Angels and private investors. With these new funds, the company wishes to pursue its technological development and internationalize by strengthening itself in Europe, but also in South America and the United States where it already operates, while managing the activity from France.
A data marketplace
The company has developed its own data capture technology. On the publisher’s side, the solution allows them to place a “tag” – an HTML code to be integrated into the footer of the Web page – in order to analyze visitor behavior. The qualification of the hearing is done anonymously. The data collected is then transmitted – understood sold – to advertisers or ad-networks keen to better determine the profiles to submit targeted advertisements. In the end, the publisher is paid for having agreed to communicate data on its users. Sirdata primarily targets publishers who attract 10,000 to 400,000 unique visitors per month.
“Unlike other solutions, such as retargeting, Sirdata collects data that is by definition public. Our data, also called “Third Party Data” and coming for example from price comparators, can therefore not only be used by any advertiser, but also by several ”explains Benoît Oberle, president and co-founder, to Frenchweb.
Up to 350 segments
Advertisers can obtain cross-data from a multitude of sources. Sirdata claims to segment Internet users with a precision of up to 350 segments. “Publishers and advertisers can each leverage our ‘intentionist’ targeting criteria.” The start-up claims among its customers Criteo, Appnexus, Yahoo !, Kelkoo, Makazi Groupe and ZeBestOf.
“The DMP (data management platform, editor’s note) as eXelate are our partners, our competition lies in traditional advertising channels such as sponsored links or e-mail ”continues Mr. Oberle. Founded two years ago in Paris, Sirdata, which spends 20% to 30% of its turnover on research and development, employs 6 full-time and 2 part-time people. It plans to recruit 3 new employees in the short term.