Zeotap , a startup that helps telecom companies sell their data to advertisers, announced today that it has raised €12 million in Series B funding (that’s just under $13 million).
Co-founder and Chief Product Officer Projjol Banerjea told me that while there’s “decent data” available for online advertisers targeting desktop users, things are shakier on the mobile side: “The majority of data available in the market tends to be fairly poor quality.”
Specifically, he said the available data tends to be less reliable because it’s based on “probabilistic modeling.” By using data from the telcos, Banerjea said Zeotap has a wider range of data — including demographics, location and purchase intent — that’s also more reliable because it’s deterministic (which usually means it’s provided by the users themselves ).
