Reklaim Ltd. (TSX.V: MYID) (OTCQB: MYIDF)

Reklaim Ltd. (TSX.V: MYID) (OTCQB: MYIDF) offers a privacy-compliant identity ecosystem both online (www.ReklaimYours.com) and via a mobile app on iOS and Android in the U.S and Canada. Reklaim believes that consumers own their data and, consequently, have the right to access their online data and choose how it is used, whether for compensation or privacy. Reklaim gives consumers visibility regarding how their data is collected and compensates them for its use, all while also providing advertisers and brands with a source of data compliant with emerging privacy regulations.

The company is driven by the evolution of privacy and how it impacts consumers and companies. Reklaim sells compliant, zero-party data to Fortune 500 brands, platforms, and data companies so that they can offset the risk of non-compliance. 'Zero-party data' is data that a consumer proactively and intentionally shares with an organization. This contrasts with 'third-party data,' which organizations have collected unbeknownst to consumers for more than 20 years. Zero-party data is the most valuable data in the US$200B data market, as it provides organizations with explicit consumer opt-in vs. through an intermediary such as a data broker.

Reklaim empowers consumers to take back control of their data. The company allows consumers to visit the platform, confirm their identity, and uncover their data that has been collected and sold for years without their explicit consent. Consumers can add, edit or delete data that is associated with their profile and choose which pieces of data they would be willing to share for weekly compensation. Reklaim is the only company in the world today providing consumers with both access to their data that is circulating in the market and a guaranteed weekly paycheck. Alternatively, for users who do not want to sell their data, users can choose to protect their data and subscribe to a suite of subscription-based (SaaS) privacy tools that obfuscate the location of their device when browsing on a mobile phone and alert them when a third-party source has leaked their data or passwords.

Reklaim was founded in 2018 and is based in New York, with offices in Toronto.

Business Model

Reklaim's primary revenue-generating operations stem from selling consented consumer data to companies and resellers that need data that is compliant with all applicable consumer privacy laws and regulations, including the California Consumer Privacy Act (CCPA). Major Fortune 500 customers and enterprise data platforms have validated Reklaim's zero-party data and have added this data to their marketplaces and decision-making. Reklaim has sales across three core verticals: brands and agencies that buy advertising, platforms that sell data to Fortune 500 clients, and companies whose primary business is selling data to business customers.

• Companies & Agencies that Buy Advertising – These customers use Reklaim's compliant data to inform their media decisions in social, connected television, programmatic and other verticals. Sales cycles are short at about 30 days. Reklaim customers in this segment are Microsoft, Amgen, Bayer, UPS, and Hasbro, to name a few.
• Platforms that Sell Data – Reklaim has integrated its zero-party data into 15 of the largest enterprise data platforms in the world. These platforms act as the 'grocery stores' of data, where the Fortune 500 come to make their data purchases. Reklaim's data has been validated and added to these platforms, providing ubiquitous distribution of Reklaim data across the data ecosystem. Due to data quality verification and technical requirements, sales cycles are typically longer, about 60-90 days. Customers include LiveRamp, Transunion, Google, The Trade Desk, Lotame, and T-Mobile.
• Data Companies that Sell Data – These customers need to purchase compliant data to continue offering data to their clients. Sales cycles often last 90-120 days, but these contracts are typically annual, have the highest value, and auto-renew. An example is Nielsen, the television measurement company.

Market Outlook

The data industry, valued at $245 billion in the U.S. and more than $400 billion globally, is being disrupted, and Reklaim is positioned to benefit from the destructive shift.

The disruption is driven by two factors: (1) technology is reducing access to core data that the industry has become dependent upon, and (2) government intervention is emerging through laws and regulations intended to protect consumer data privacy.

Over the past 20 years, the data industry has harvested and exploited consumer data without consumers' express consent. However, the legal and regulatory environment surrounding consumer data acquisition is rapidly evolving, placing the consumer at the center of emerging privacy policies.

The European Union's General Data Protection Regulation (GDPR) was rolled out in 2019, followed shortly by the CCPA and the California Privacy Rights Act. More recently, the Canadian Privacy Protection Act, Brazil's General Data Protection Law, India's Information Technology Act, and South Africa's Protection of Personal Information have continued the trend. As a result, industries and companies currently relying on unconsented consumer data will experience a regulation-driven disruptive migration, forcing them sooner rather than later to use only fully consented data sources. This consumer data environment is driving companies to Reklaim to replace their current data providers.

While privacy policies continue to iterate to include the consumer, Big Tech, namely Apple and Google, are increasingly removing data from the market that brands and companies have relied on. Apple's introduction of Advanced Ad Tracing (ATT) has impacted companies' ability to track consumer behavior across applications. Facebook, in Q4 2021, was forced to accept a US$10B write down on revenue projections due to this change and is expecting a similar US$10B right down again in 2022.

Google is making similar changes, the most significant being the removal of the third-party cookie from its Chrome browser, which has a 65% market share. This third-party cookie is responsible for the tracking that websites use to monetize by tracking consumers. The removal of the Chrome cookie will put the 1.8 billion websites operating in the open web today under pressure to find a solution to replace the 65% loss in revenue.

Management Team

Neil Sweeney is Chairman and CEO of Reklaim. He has more than 20 years in the industry, with an established reputation for visionary entrepreneurship and an ability to develop technologies. Technologies Sweeney created are used by Fortune 500 brands like Coca-Cola, Lowe's, Walmart, General Motors, Unilever, and Mondelez. They are the core component of top media demand-side platforms, including Adelphic, The Trade Desk, AppNexus, MediaMath, and Triton Media. He is a two-time finalist for Ernst & Young's 'Entrepreneur of the Year' and received Deloitte's 'Fast 50' award for three consecutive years for the growth of organizations he created.

Ira Levy is CFO at Reklaim. He has over 15 years of experience in a wide range of high-growth, early-stage public and private companies. Most recently, he held the roles of Corporate Controller at VIVO Cannabis Inc. (TSX: VIVO) and Senior VP/Head of Finance for start-up Honest Inc. (d/b/a Province Brands of Canada). He has also acted as an advisor for startup AI companies through the Creative Destruction Lab Program. He received his MBA in Accounting and Finance from the Schulich School of Business at York University and is a Chartered Professional Accountant.

Jake Phillips is Chief Technical Officer at Reklaim. He is a proven technology leader who excels at bridging the gap between innovation and business in dynamic environments. He has gained a breadth of industry knowledge across telco/cable, banking, and client services. His professional experience spans enterprise integration, mobility, big data, cloud operations, and data security.