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SoftBank Invests in Marketing Startup Targeting Post-Cookie Data

  • Privacy moves by Apple, Google boost value of consumer data
  • Austrian company has now raised more than $165 million
Adverity’s management team (left to right): Christina Schlesinger, chief customer officer, Andreas Glänzer, chief operating officer, Alexander Igelsböck, chief executive officer, Harriet Durnford-Smith, chief marketing officer, Martin Brunthaler, chief technology officer.
Adverity’s management team (left to right): Christina Schlesinger, chief customer officer, Andreas Glänzer, chief operating officer, Alexander Igelsböck, chief executive officer, Harriet Durnford-Smith, chief marketing officer, Martin Brunthaler, chief technology officer. Photographer: Carina Brunthaler/Adverity

Vienna-based marketing analytics startup Adverity has raised $120 million in an equity funding round led by SoftBank Group Corp.’s Vision Fund 2, helping it to tap growing demand for consumer data.

The startup sees an opportunity in allowing sellers to improve their marketing as Apple Inc. and Google make it harder for brands to track consumers, increasing the value of other sources of information on how people behave online.