Predicio is a location-based behavior intelligence company, based in Paris, that partners with hundreds of app publishers worldwide, to help them monetize their anonymized data. A relatively new entrant to the industry, having been founded in 2018, WNIP caught up with Manisha Khadanga, Predicio’s Partner Acquisition Manager, to find out more…
Can you give us some background about your company?
Led by two co-founders with deep experience in the mobile data space, we are a promising start-up built around impressive publisher partners. Our mission is to help organizations understand the behavior of mobile users in the real world. To do so, we partner with hundreds of app publishers worldwide, to help them monetize their anonymized data. Thanks to those partnerships we are able to provide location-based services and insights to our clients worldwide.
We are a GDPR-compliant data provider, and a proud member of IAB France & IAB Europe.
What business problem is your company addressing?
The vast majority of app publishers miss out on revenue-generating opportunities especially when it comes to the possibility to monetize their data. This situation is now even worse – since the Coronavirus outbreak started, app publishers have experienced an average of 20% in lost revenues due to the decline in ad spend.
Even when apps do consider other revenue opportunities, the issue with data compliance comes up, which limits their ability to share their data. As privacy standards become the new norm, it’s important that data compliance is dealt with in the right manner, and apps often lack the internal knowledge and resources to become compliant, which limits the possibilities for monetization especially in regions with high demand like the EU or North America.
To make things even more complicated, some companies that look to acquire data often require the implementation of multiple SDKs which increases the vulnerability of the app’s performance, making this an unfavorable and/or risky financial opportunity.
Another major challenge for apps is that a large number of app publishers frequently miss out on the possibility of converting mobile users as they lack the knowledge on their target audience’s behavior in the offline world which means they miss out on major opportunities to increase their revenues.
What is your core product addressing this problem?
Our core product aims to help apps handle GDPR compliance by providing them with access to our own Consent Management Platform free of charge. This allows publishers to expand into Europe and legally monetize their data. Once they obtain compliance, we then offer our app partners the opportunity to obtain a recurring revenue stream through the monetization of their anonymized data.
Mobile and especially location data has huge value for apps in order to get a better understanding of their users’ behaviour. This is why we also offer partners the audience extension product which leverages location intelligence to create lookalike audiences based on their app userbase behaviour in the offline world.
Can you give some examples of publishers successfully using your solution?
Earlier this year, we started working with an international travel app with a strong presence in Southeast Asia that had aggressive expansion plans across North America. The challenge was to target a travel audience with similar characteristics to that of their existing user base and to ensure that they will download the app and use it on a regular basis. Predicio looked at their panel to find “frequent flyers” that were frequent users of similar travel apps.
Predicio provided the with new, active users that corresponded to the App’s existing audience segment. The audience insights delivered showed 200k Daily Active Users in the US region that downloaded the app within the last 30 days and also travelled to multiple countries across the globe. The app succeeded in extending their audience by 37% and increased their revenues by 25% in just six weeks.
At Predicio, our revenue plan focuses on helping apps generate monthly recurring revenue based on average CPM per thousand DAUs (Daily Active Users). Our Consent Management Platform, as I previously stated, is free of charge for all app publishers.
What are other people doing in the space and why?
There are many data monetization companies out there, but very few are providing publishers with a safe SDK and data methodology, nor do they offer them a compliant way to collect and monetize data. Most of these companies are based outside of the EU and don’t handle regulations such as GDPR or CCPA. They simply tend to put publishers at risk with the data they are collecting from the apps related to these data-regulated countries.
In addition to this, some companies will also require data partnership exclusivity. This limits significantly the revenue potential that publishers can generate from their own data. Lastly, in most cases, publishers are not being given access to the data that is being collected from their apps, which puts them at risk of sharing non-compliant data without their knowledge.
How do you view the future?
The future is compliance: We believe that privacy standards will become a global norm as more and more countries continue working on their version of data protection regulations to ensure a safe and transparent data collection process. This makes first party data increasingly more essential as data regulation standards continue to expand. In addition to that, the data exchange business will become more and more valuable. So, it’s important to build and to have solid and trustworthy partners by your side.
That being said, there’s a lot of uncertainty today. New use cases are emerging that show how important the data will be in minimizing future virus outbreaks. Our post-pandemic behavior, such as our social distancing habits, will be an important measure of our abilities to succeed in doing this properly. And it’s especially important to do this by maintaining privacy compliance, no matter how vital the use case is.
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