Advertising - Presentation by Daniel Heer, Founder & CEO of Zeotap at the NOAH 2014 Conference in London, Old Billingsgate on the 14th of November 2014.

1. 1zeotap
When have you last
seen a relevant billboard?

3. How do you feel when your train is late again?
2zeotap

4. Does your personal smartphone show impersonal ads?
3zeotap

5. The right data can solve problems
4zeotap

6. We deliver the platform that unleashes and monetizes
Telco’s data to improve decisions & customer experience
5zeotap
MOBILE NETWORK
OPERATORS
Enabling data-driven
business models
Opt-in Collection
ServiceSelection of MNO does not represent
current discussions
Mobile Advertising
Out of home adv.
Transport
Making mobile ads
more relevant
Deterministic
Data Intelligence Lack of data

7. Deterministic data intelligence will improve targeting accuracy
in mobile advertising
www.zeotap.com
Increasing targeting accuracy
Gender
Location/
Income
Age
??
??
??
Male
??
??
Male
Geneva,
High
Geneva
Male
Geneva,
High
35-45
JL
• Men
• living in
Geneva,
high income
• 35-45 years
old Bad
Experience
Good
Experience
K K
?? Gender
Location/
Income
Age
www.zeotap.com 2
Lack of data on
mobile

8. Let’s speak about Change

9. Working in dynamic adtech & telco industry means to
constantly improve = change your product
8zeotap
Telcos fear their data being leaked to the
ad ecosystem and becoming a
commodity
Provide algorithmic scores
Challenge Solution

10. Example : Enabling brands to exactly target their audience
without directly sharing TelCo´s data
9zeotap
An Advertiser wants to
target males aged 35-45
We match ad impression
with deterministic data
Then score user‘s fit with
campaign goals and deliver
score to demand side
Smartphone
impression
Male, 40-45
1
0
0,7
score

11. Everybody wins
10zeotap
Publisher “Middlemen”TelCo
• Higher eCPMs
• Precise
audience
segmentation
• More revenue
(rev share on
CPM / CPA)
• On-top
EBITDA
• No data
leakage,
maintaining
data as key
asset
User
• More relevant
ads, better
mobile
experience
Advertiser
• Efficient
budget
spend (ROI)
• Able to invest
higher CPM
in the right
user

12. Entrepreneurial team of former Telco, B2B Software and
adtech insiders
11zeotap

13. Thanks J