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<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div></p><p>Spanish telecoms company Telefonica is in talks to acquire the British mobile geolocation data startup Statiq for $4.2 million (£3.5 million), according to multiple industry sources.</p><p>Not all the paperwork has been signed but deal is likely to be announced as soon as this month once all the legal checks have taken place, the sources say.</p><p>Statiq processes "billions" of location data signals to identify the places people visit and build consumer profiles. That data allows advertisers to better target ads based on a user's physical location and also measure whether they visited a retail store after seeing a mobile ad.</p><p>Both companies acknowledged Business Insider's multiple requests for comment but declined to offer statements.</p><p>Statiq was founded in 2013 by Tim Finn, Ilya Kazansky, and Dean Cussell - all former employees of StrikeAd, a programmatic demand-side platform (DSP) that was <a href="https://adexchanger.com/mobile/q1-sizmek-snags-mobile-dsp-strikead-for-11-7-million-mobile-revenue-up-overall-revenue-down/">acquired by Sizmek for $11.7 million in 2015</a>. </p><p><a href="https://www.crunchbase.com/funding-round/b584a12f99b39a89e138725c03ccb13f">According to Crunchbase</a>, the company, which is headquartered in London and has offices in Kiev, has raised $750,000 in funding from angel investor Dmitri Lipnitsky.</p><p>As telecoms companies look to move beyond being a "dumb pipe," <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> provides a large potential revenue stream. This is especially so in Europe, where forthcoming <a href="https://arstechnica.co.uk/tech-policy/2016/12/web-users-metadata-tracked-targeted-ads-leaked-draft-eu-law-reveals/">changes to the European privacy regulation GDPR could limit the use of third-party data</a> to track and target consumers without their explicit consent. Having access to first-party data puts telecoms companies - and big consumer internet platforms like Google and Facebook - in an advantageous position.</p><p>Telefonica has more than 300 million customers worldwide and has been steadily building out its advertising division. In 2014, <a href="https://www.ft.com/content/3e748944-c3fe-11e3-870b-00144feabdc0">it launched a mobile ad exchange called Axonix</a> that allows brands to target ads at specific audiences, using anonymized segments of Telefonica's customer data.</p><p>Telefonica isn't the only telecoms company making a move into advertising in order to develop new revenue streams. Amobee, the ad tech arm of Singaporean telco Singtel, <a href="http://www.businessinsider.com/singtel-amobee-acquires-turn-310-million-2017-2">acquired the demand-side platform Turn in February this year</a>. In the United States, <a href="http://adage.com/article/media/ad-tech-is-king-verizon-aol/298574/">Verizon acquired AOL in 2015</a> and the company announced its plans to <a href="http://www.businessinsider.com/verizon-acquires-yahoo-2016-7">acquire Yahoo last year</a>.</p><p><em>Lara O'Reilly also contributed reporting.</em></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/restaurants-best-restaurant-recession-food-italian-mexican-chinese-pizza-downtown-applebees-2017-2">Customers are developing new habits and it's killing Applebee's and Buffalo Wild Wings</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="VlOTVwOTE6gElE8KKGnL_7pljdKxjVo3" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Telefonica is set to acquire UK geolocation data startup Statiq for $4.2 million, sources say

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.</p><p><strong>1. <a href="http://www.businessinsider.com/wpp-ceo-sir-martin-sorrell-amazon-keeps-me-up-worrying-at-night-2017-3">WPP's Martin Sorrell revealed the thing that keeps him up at night worrying Amazon</a>. </strong>The CEO said it was still early for the online retailer but considered it a less friendly "frenemy" than Google and Facebook.</p><p><strong>2. <a href="http://www.businessinsider.com/turner-ceo-john-martin-upfronts-digital-tv-2017-3">Turner's CEO said ad spend is moving from digital to TV</a>. </strong>John Martin explained it was because television is a more measurable way for advertisers to reach consumers.</p><p><strong>3. <a href="http://www.businessinsider.com/sources-say-telefonica-is-acquiring-location-data-startup-statiq-for-42-million-2017-3">Telefonica is set to acquire geolocation data startup Statiq</a>. </strong>Multiple industry sources confirmed the British startup was being acquired for $4.2 million (£3.5 million).</p><p><strong>4. <a href="http://www.businessinsider.com/nbc-invests-500-million-in-snapchat-2017-3">NBC invested over $500 million in the Snap IPO</a>. </strong>It was part of a "strategic investment and partnership" for the media company, which has made $220 million from the stake after Snap went public.</p><p><strong>5. <a href="http://www.businessinsider.com/snapchat-says-42-million-people-are-watching-its-nfl-content-2017-3">42 million people watched NFL content on Snapchat</a>. </strong>The football league partnered with the social media company for the past two seasons.</p><p><strong>6. <a href="http://www.businessinsider.com/burnie-burns-of-rooster-teeth-overjoyed-with-youtube-tv-2017-3">Rooster Teeth's cofounder is "overjoyed" by YouTube TV</a>. </strong>Burnie Burns, one of the founders of the YouTube video network, said the new television service is a big step forward for YouTube creators.</p><p><strong>7. <a href="http://www.businessinsider.com/facebook-buying-tv-shows-2017-3">Facebook is looking to buy shows about sports, science, and gaming</a>. </strong>The social network wants to acquire weekly shows with episodes lasting up to 30 minutes.</p><p><strong>8. <a href="http://www.businessinsider.com/snap-ipo-bankers-include-uks-connaught-2017-3">A small London investment bank got a last minute stake in Snap before the IPO</a>. </strong>The firm, Connaught Limited, bought shares worth $5.2 million.</p><p><strong>9. <a href="http://adage.com/article/cmo-strategy/marketing-corona-modelo-owner-planned-2017/308155/">Constellation Brands plans to spend more on advertising in 2017</a>. </strong>According to AdAge, the company that owns Corona and Modelo projected a net sales growth of 16-17% for 2016, which it will reinvest in marketing.</p><p><strong>10. <a href="http://www.businessinsider.com/the-life-and-career-of-snapchat-cofounder-bobby-murphy-2017-3">Here's what we know about Snap's CTO Bobby Murphy</a>. </strong>After the company's IPO he has an estimated net worth of $5.4 billion.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/side-effects-brain-body-drugs-adderall-recreationally-adhd-pill-2017-2">What happens to your brain and body if you use Adderall recreationally</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="FtY3hzOTE6I-lLvh74cjJwaK2QnBUvzk" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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Telefonica is set to acquire UK geolocation data startup Statiq for $4.2 million, sources say

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