“Eight Years ago, Roland Rijpma, Peter Versteegen and I started to gain interest in understanding Twitter users in a much deeper way. The public nature of Twitter allowed us to better understand its users by analysing behaviors in a way no one else was.
“We basically realised that your public behaviour on Social Media says a lot about you.
“Once we discovered that, we started to realise how much power there was in the public data available through social media. You can really understand who those people are, where they live, what they like, how old they are, where they work and so on.
“We figured that by analysing all of this, understanding who someone is and what they like based on public behaviour, there was so much insight on offer. From there we said let’s try to make this happen and let’s start building a database using this information.
“We had no clue on what we were going to do because social advertising was not even available in the Netherlands back then. Despite that, we said hey, this is interesting and we can potentially apply this to more than a billion social media accounts.
“So we started to build this database of potential target audiences. It was mostly focused on Twitter, because Twitter is the most open database in the world and from a data perspective, it’s the most interesting platform.
“We began scraping through millions of users ourselves before we actually became an Ads API partner of the platform in 2015. After that, we got far more access to the Twitter database, which enabled us to grow rapidly to hundreds of millions of users.
“Fast-forward to now and we have 1.4 billion social media users stored in our database, we analyse 21 trillion data points to understand who those users are and what they like. All of these are based on publicly available data, which is especially relevant in this era of privacy protection. All of this puts us in a unique position when it comes to helping advertisers reach better, more valuable target audiences.”