Market Insights

The Cookies are Stale: Friday Dealbook for 1/24/2020

It’s all about adtech and martech this week. and AppsFlyer raised $12.2 million and $210 million (!!!), respectively, to better provide behavioral analytics and consumer insights. Additionally, Fair&Smart raised $2.2 million for its personal identity governance platform. As the deadline for CCPA compliance approaches and browsers increasingly block 3rd-party cookies, companies are looking for alternatives to traditional digital marketing tactics for tracking and analyzing consumer behavior.

Interested in discussions, debates, and workshops about the future of advertising and marketing? Join us at KNOW Identity and check out our World Without Cookies programming track.


The Top Deals Covered by OWI this Week \ \ Founded in 2014

Developer of human movement analytics designed for the retail industry. The company’s platform generates insights into any physical place and provides actionable location-based insights into the audience and competition, offering retailers with instant access to location insights derived from the foot traffic of millions of consumers, delivering visibility into offline behavior.

The company raised $12.20 million of Series A venture funding in a deal led by JBV Capital on January 13, 2020. Adasel Global Partners, OCA Ventures, Reciprocal Ventures, and Aleph also participated in the round.


AppsFlyer \ \ Founded in 2011

Developer of a mobile attribution and marketing analytics intended to make the marketing industry more measurable. The company’s platform provides mission-critical tools and data-driven innovations for measurement, enabling app marketers around the world to make better decisions.

The company raised $210 million of Series D venture funding in a deal led by General Atlantic on January 21, 2020, putting the company’s pre-money valuation at $1.19 billion. Goldman Sachs Private Capital Investing Group, DTCP, Magma Venture Partners, Pitango Venture Capital, and Qumra Capital also participated in the round. The funding raised will be used to double down on the company’s mission to empower marketers with the tools needed to catapult their success and make accurate, better-informed, strategic decisions, as well as help drive innovation and transparency across the industry.


Fair&Smart \ \ Founded in 2016

Developer of a personal data management solution for professionals and individuals, in compliance with the GDPR. The startup provides individuals with a platform allowing them to manage their personal data. In particular, users can ask companies what personal data has been collected about them and give or withdraw their consent. The companies concerned are not necessarily partners of Fair&Smart.

The company raised $2.2 million of venture funding on January 22, 2020. The deal was led by Bpifrance and ILP Innovation, with unnamed angel investors also participating. The capital will be used to continue the company’s R&D program (in partnership with INRIA, LORIA, and CryptoExperts) to develop its artificial intelligence technology and hire additional staff.


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Investor Highlight


Pitango Venture Capital \ \ Founded in 1993

Founded in 1993, Pitango Venture Capital is a venture capital firm based in Herzliya, Israel. The firm has additional offices in Palo Alto, California and New York, New York. The firm seeks to invest in the software and cloud, consumer, web, mobile, data infrastructure, big data, digital media, hardware, security, and life sciences sectors located in Europe, Israel and the United States.

Active Portfolio – 73

Investments (TTM) – 18

Med. Round Amount – $12.00M 

Med. Valuation – $60.00M

Exits – 127


Deal History

In the past year, Pitango Venture Capital has invested in the following 5 identity companies:







*Source: PitchBook Data Inc. with proprietary keyword searches set by OWI Analysts