Analytics and ad tech companies in The Europas: January 16, 2013 by Maciej Zawadziński Chief Executive Officer
Last week a shortlist of startups participating in The Europas (Europe’s most prestigious tech startup awards) was published. It includes 200 companies divided into 25 categories. I looked through the whole list, diving deeper into those, which do business in areas of advertising technology, analytics and big data.
What are analytics and ad tech nominees in The Europas? Are they going to be game changers? Which of them are worth looking into?
The Europas is one of most popular startup events in Europe, organised since 2009. This year it is taking place in Berlin, on 22nd January 2013.
Every year, companies compete for awards in 20 categories ranging from category startup awards (e.g. Best Social, Mobile or Apps Startup) through investor awards (e.g. Best Exit of the Year, Best Angel or Seed Investor of the Year) up to startup ecosystem awards (e.g. Best Service Provider to Startups).
Winners from last years include such companies/brands as: Codility, Flattr, Seedcamp, SoundCloud, Spotify, and TweetDeck.
Ad verification and ad visibility are recently very hot topics discussed in advertising industry. Definitely a breakthrough is coming soon in this area, which will cause a lot of implications for advertisers, publishers and ad technologies in general.
However, the service provided by adjust.io at this point is rather simplistic and very similar to standard tools which has been used for a long time by affiliates and ad performance agencies, especially from a mobile space, such as Budurl, Clickmeter or MobAffTracker.
Skimlinks is a service that transforms automatically existing links as well as product names into affiliate links which help to monetize traffic for publishers. It’s a very non-intrusive technology compared to SEO links trading (such as inLinks, teliad or TextLinkAds).
SponsorPay is mobile advertising network focusing value-exchange model for games and apps monetization as well as in-app/in-game brand engagement.
The value-exchange model offers consumer (user) points or other bonuses while playing a game in exchange for watching video ad, filling out surveys or other interaction with the advertiser’s materials.
Besides that, SponsorPay allows advertisers to do a kind of product placement inside games and apps by putting branded objects within the game.
StartApp is a mobile ad network focusing on monetization of free Android apps. According to their blog post they are monetizing over 5,000 apps and generating over 2 billion ad impressions monthly. There isn’t anything very special about StartApp – they got a couple interesting ad formats such as AppWall, but besides that they are running into a red ocean on very competitive market.
GoSquared is an (another) real time web analytics platform. It provides a similar, fancy, updated in real time dashboard as Chartbeat and Woopra.
According to BuiltWith, currently 7,411 websites use GoSquared, which places it far behind ChartBeat (27,834 websites) and Woopra (50,741 websites). Unless GoSquared got a secret, hard to replicate or unique business- or product-level advantage over its direct competitors it will be pretty tough challenge for them to get the market leader position.
Another problem I see, and in that case it concerns all analytics focusing just on real-time, is how these products can bring more value to the user besides engaging him to spend tons of time looking at the nice-looking real-time charts? How they can become actionable, providing guidance for the user rather than just feed data?
qunb (winner of Le Web Paris 2012 startup competition) is a data aggregator for various figures coming from public bodies (such as World Bank, Eurostat or IMF) as well as other, agencies, private and public organisations.
With qunb, it’s easy to pull, filter and contrast different figures/data you need, visualise them by plotting on charts as well as export via API.
What is very interesting is that one of recent EU Commission’s programmes which I wrote about a few weeks ago - SME Initiative on Analytics has an aim to establish Integrated Open Data Incubator, which is similar to what qunb does:
establish a mechanism for connecting open data demand and supply by systematically contacting European public bodies for their open data and assisting them in the efficient and sustainable publication of such data, if needed with targeted engagements.
Unfortunately the deadline was on 15th January 2013, but if guys at qunb had a chance to sign up, it seems like they would be a great fit for the programme!
There are several other interesting analytics companies competing for The Europas awards:
There is a lot of interesting startups in other categories. I recommend looking especially into payments/finance category – there is at least a couple that will become very successful ones!