"On Tuesday, Roqad, a company that now describes itself as "the LiveRamp of Europe," announced its acquisition of Zeotap-Data, the third-party data division of Zeotap, a startup that once wanted to be the LiveRamp of Europe. Both companies declined to share the financial terms. Roqad CEO Carsten Frien told AdExchanger the deal will help Roqad expand its identity resolution business through access to scaled third-party audience segments and Zeo tap Data's integrations with around 30 ad tech partners, including The Trade Desk, Adform, Google's DV360 and Amazon DSP."
"Centering on the CDP Zeotap launched a customer data platform in 2020 and has since become the company's main strategic focus. So, late last year, Zeotap spun off its third-party audience business and concentrated its resources on its CDP. But the value of a CDP lies in its ability to accurately unify and reconcile customer data, which is why, as part of the deal with Roqad, Zeotap gets to maintain exclusive access to its identity graph for five years. "Meaning that, moving forward, we'll also be partners with Roqad beyond the actual acquisition," Simon said."
Roqad purchased Zeotap-Data, the third-party data division of Zeotap, while financial terms were not disclosed. Roqad gains scaled third-party audience segments and integrations with about 30 ad tech partners, including The Trade Desk, Adform, Google's DV360 and Amazon DSP. Zeotap recently became an exclusive Amazon DSP onboarding partner in Europe and India and one of two in North America; Roqad will inherit those relationships. Zeotap has shifted strategic focus to a customer data platform launched in 2020, spun off its third-party audience business late last year, and retains exclusive access to its identity graph for five years under the deal.
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