In-house programmatic media buying firm, Dataseat, has launched with its first seed round of funding of £1.75m through Play Ventures, Backed.vc and SAATCHiNVEST. The impressive funding syndicate also includes angel investors, ex Criteo, Eric Eichmann (CEO) and Jonathan Wolf (CPO).
The new startup, which has been operating in beta for twelve months, helps mobile-first global brands gain effective control and transparency of their programmatic media by licensing the Dataseat demand side platform (DSP) directly to advertisers. Dataseat also includes unique built-in analytics software, providing a true view of the advertiser’s current campaigns, including analysis and insights into incrementality testing, attribution accuracy and fraud.
With particular success with mobile gaming companies, Dataseat clients, which have been trialling the software, include Social Point – the Barcelona-based creators of the popular mobile titles Dragon City and Monster Legends and Los Angeles-based Jam City developers of Panda Pop and Disney’s Frozen Adventures. Dataseat also works with M&C Saatchi Performance whose clients include Audible (an Amazon company), Zappos and ZipCar.
Dataseat is co-founded by industry veterans and serial entrepreneurs David Philippson (CEO) and Dr Paul Hayton (CTO). Previously they launched the first mobile measurement and attribution Company Ad-X Tracking which was sold to Criteo in 2013. Their combined experience in building attribution systems, which are frequently targeted by fraudsters, and building an In-App media business at Criteo drove David and Paul to develop Dataseat as a much needed alternative to App Advertisers.
Fraud has had a massive negative impact on our industry, as fraudsters thrive in environments where there is little transparency and multiple middlemen. By in-housing, advertisers change the way they buy; to CPM as opposed to CPI (cost per install), which removes the incentive for bad actors.
David Philippson, co-founder and CEO, Dataseat