Updated Aug 13, 2018

Exclusive: Ari Emanuel’s Endeavor backs data firm

Ari Emanuel's Endeavor owns properities like UFC. Photo: Emma McIntyre/Getty Images

Data firm Applecart said Monday that it had raised $6 million from investors led by Hollywood powerhouse Ari Emanuel.

The big picture: The interest in Applecart, which mashes up online and offline data, shows that data techniques it developed for political clients are just as in demand for consumer marketing.

The details:

  • The firm raised the $6 million at an undisclosed valuation.
  • In addition to Emanuel's Endeavor, investors include Palantir co-founder Joe Lonsdale, Aspect Ventures, former Yelp SVP Michael Stoppelman and Infinite Computer Solutions founder Sanjay Govil.
  • As part of the deal Applecart will work with Emanuel's Endeavor, which owns brands like Ultimate Fighting Championship and Professional Bull Riders, to leverage "its technology to help power data-driven marketing efforts on behalf of Endeavor brands and properties." (Ari Emanuel is also the brother of Chicago Mayor Rahm Emanuel.)
  • While Applecart is seen as a right-leaning firm, it has also worked for Democrats it feels align with its views on policy. “We don’t really care what someone’s party label is," said Co-CEO Sacha Samotin.

The company says its edge lies in mapping the connections between people, and using that information to better target them with advertising messages.

“One is you build a better machine to plug and chug the data that you already have. The other is you bring better data to the table that better explains all of the variation that we see in human behavior," said Samotin. “We are building a better machine, for sure, but our core value-add is on the second piece."

Samotin gave the example of a fraternity or sorority directory, which the firm can buy from a site like eBay and then analyze. "Someone who is in the fraternity at your school in the same year you were would be considered a generally stronger relationship than someone who graduated three years ahead of you," he said, noting that connection would be even stronger if two people were connected by another institution, as well.

The backdrop: Targeted advertising is under new scrutiny following the Cambridge Analytica scandal that ensnared Facebook.

  • The firm says it works only with publicly available data or sources where the data was gathered willingly. Samotin noted that "mashing up data from tons of different sources with integrity” can be a complex and difficult problem.

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Trump weighs quarantine of New York, New Jersey, Connecticut

Data: The Center for Systems Science and Engineering at Johns Hopkins; Map: Andrew Witherspoon/Axios

President Trump said Saturday he's considering a short-term quarantine of New York, New Jersey and parts of Connecticut, which have already taken steps to help residents isolate. Gov. Andrew Cuomo reacted to Trump's comments by telling CNN, "This would be a federal declaration of war on states" and that it would cause "chaos."

The big picture: With more than 121,000 people infected, the U.S. has the most COVID-19 cases in the world, exceeding China and Italy, per data from Johns Hopkins. A second wave of American cities, including Boston, Detroit, New Orleans and Philadelphia, are reporting influxes of cases.

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Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 7:30 p.m. ET: 660,706 — Total deaths: 30,652 — Total recoveries: 139,304.
  2. U.S.: Leads the world in cases. Total confirmed cases as of 7:30 p.m. ET: 121,478 — Total deaths: 2,026 — Total recoveries: 1,072.
  3. Federal government latest: President Trump is considering a quarantine on New York, parts of New Jersey and Connecticut.
  4. State updates: Alaska is latest state to issue a stay-at-home order — New York is trying to nearly triple its hospital capacity in less than a month and has moved its presidential primary to June 23. Some Midwestern swing voters that supported Trump's handling of the virus less than two weeks ago are now balking at his call for the U.S. to be "opened up" by Easter.
  5. World updates: In Spain, over 1,400 people were confirmed dead between Thursday to Saturday.
  6. 🚀 Space updates: OneWeb filed for bankruptcy amid the novel coronavirus pandemic.
  7. Hollywood: Tom Hanks and Rita Wilson have returned to U.S. after being treated for coronavirus.
  8. What should I do? Answers about the virus from Axios expertsWhat to know about social distancingQ&A: Minimizing your coronavirus risk
  9. Other resources: CDC on how to avoid the virus, what to do if you get it.

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Coronavirus updates: Deaths surge in Italy and Spain

Data: The Center for Systems Science and Engineering at Johns Hopkins, the CDC, and China's Health Ministry. Note: China numbers are for the mainland only and U.S. numbers include repatriated citizens and confirmed plus presumptive cases from the CDC

The novel coronavirus has since Friday killed 889 more people in Italy and 832 others in Spain, which announced all non-essential workplaces would close for two weeks.

The big picture: The number of deaths from COVID-19 surpassed 2,000 on Saturday in the U.S., which leads the world in confirmed coronavirus infections — more than 121,000, per John Hopkins. The number of those recovered from the virus in the United States passed the 1,000-mark on Saturday evening.

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