iClick Interactive Asia Group, China-based online marketing solutions and services provider, has filed plans for IPO.
The company provides marketers with a self-service system and managed services through an account management team. It claims its consumer data-based marketing solutions “analyzed approximately 665.4 million active profiled users with 19 attributes on average for each such profile” in the 30 days leading up to August 31, 2017.
Data are collected from channels including its own proprietary tracking tools, marketers, publishers, ad exchanges, and other third-party partners. “These user profiles, which are updated and refined on a continuous basis, typically include information on a user’s attributes, such as his or her demographics, geographic location, device preference, spending history, personal interest and other online or offline behavioral pattern”, according to its filing.
iClick covered approximately 74,000 mobile apps and 2.3 million websites in the 30 days leading up to August 31, 2017.
Gross billing from mobile audience solutions represented 23.2%, 47.6% and 60.9% of its total gross billing in 2015, 2016 and the six months of 2017, respectively.
The gross billing from direct marketer clients as a percentage was over 70% and 60% of the total in the two years prior to 2017 and in the six months of 2017, respectively, with the rest from marketing agency clients.
Its revenues are primarily from clients’ marketing spend with their marketing services and a minority from incentives from the publisher under its sales agency arrangement. The company generated US$65 million, US$95 million and US$55.7 million in net revenues, with a net loss of US$39.7 million, US$27 million and US$22 million, in 2015, 2016 and the first half of 2017, respectively.