"A European solution for global demands"

m&k: Maximilian Groth, could you briefly explain how Decentriq came to be founded?

Maximilian Groth: Five years ago, I founded Decentriq together with my business partner Stefan Deml. We now have 30 employees. The idea for this platform was born when we were both working in a company that analyzes and then monetizes cell phone data worldwide - this is done together with mobile phone providers. The question arose as to whether we could help enrich this data with data from third-party providers such as credit card providers. Combining data is very difficult for reasons of data protection and data security. And above all, you don't simply entrust your valuable data to another company.

So Decentriq was born out of this idea?

Exactly. We then had the idea of building a technological platform that would allow companies to work together more easily and in a compliant manner. As a company, we have a strong technological background and are categorized as a deep tech company. A few weeks ago, we won the ZKP Technopark Pioneer Prize, which has been awarded to one company every year since 2001. This prize is endowed with 100,000 Swiss francs. This is a great recognition for us. Our nickname among foreign companies is often "The Switzerland of Data".

Why are you called that?

We have created a neutral environment where you can collaborate on sensitive data in a secure and user-friendly way. A bit like Switzerland (laughs). What Switzerland is politically, we bring to the data economy. The Swissness factor is well received. We therefore say that we are really not a SaaS company in the sense of "software as a service", but a "SaaS Switzerland as a service". On a technological level, we embody what Switzerland promises politically: trust, value, neutrality and reliability.

Who uses the Decentriq platform?

We are generically positioned. We are used by a wide range of industries - the healthcare sector, banks, brand groups and sports data companies. In the healthcare sector in particular, large hospitals use our platform to make data available for research. We have already worked with the Ministry of Defense in the area of cybersecurity and with the city of Zurich in the area of public transport. We work with renowned companies in both the private and public sectors. Data protection and data security are our top priority, and we can guarantee this technologically.

What exactly is the platform like? How is data security guaranteed?

We have our background in cryptography. All data that is uploaded to our platform is encrypted beforehand - and it stays that way. The company can define how and by whom the data may be used. This is called "purpose bound data sharing". In this way, we can cryptographically ensure that the data is only used for a specific purpose. In short: data is valuable, and we exist to ensure that it cannot be accessed and used by just anyone. The company always controls the data and determines who can use it, how the data can be used and for how long. Data can now be used that previously could not be used, for example in the healthcare sector, for data protection reasons.

What is the technology behind it?

The technology we use is called "confidential computing". This is the same technology that Google will use in the future for its "Privacy Sandbox". Apple uses the same technology to ensure data security for its iPhone users.

How do media and media companies use this platform?

We offer solutions for the post-third party cookie era. Brands want to reach their target group in a compliant way. This is why we work with major media companies - not only in Switzerland, but also internationally. For example, RTL Ad Alliance in Germany is our client.

How exactly can you imagine this?

Let's take an example: Goldbach, with whom we have been working successfully for over a year, stores its first-party data in encrypted form on the platform, and brands do the same. A seed is then created, on the basis of which audiences are created and campaigns can be played out specifically to the target groups. This is also possible across multiple publishers. We work with many Swiss publishers. As a result, we have created something like a Swiss Garden.

They therefore offer these companies a way to keep the advertising money in the country.

Exactly. The advertising industry is a billion-dollar business, and so much simply flows out to the big foreign tech companies. Besides the American and Chinese platforms, most Swiss spend the most time on national platforms. So why shouldn't this behavior be used for advertising - even across national borders? Large agencies such as Publicis also rely on our platform. When I pitch to a European company, I start with the claim "A European solution for global demands".

What is the professional composition of Decentriq's 30 employees?

On a cultural level, it is clear to us and is also part of our values that we see data protection and data security as human rights. We are not open to discussion in this regard. Around 20 people are dedicated to engineering and product development, and around ten are involved in operations and commercial. We have major customers that we support, the platform regularly receives new features, is scaled and developed further, but at the same time we are driving marketing and sales forward.

How do you do marketing for a deep tech product like yours?

We learn every day. We are working on how to make the abstract tangible. The analogy to Switzerland has helped a lot - the neutrality, the security, the quality, you can remember that. I personally underestimated that for a long time. Customers need to have that in mind. I often start with the question of whether anyone knows what SaaS stands for. Everyone knows, but then I say "Switzerland as a Service". And then the ice is broken. But then it's still a long way to encryption technology,

How convincing is Decentriq in terms of content?

We have invested in technical documentation and legal clarifications from renowned international law firms - because clean use cases are important. And, of course, the companies we work with and that rely on our technology are also a good reference.

For example?

In the DACH region, these include Goldbach, Ikea, RTL Ad Alliance, Adverserve, the Swiss military and, in the healthcare sector, Aachen University Hospital. We also work with large banks. The award we won as a leading deep tech company in Switzerland is of course also a reference.

What drives you personally?

Working with our team from Switzerland to create a platform that organizations around the world can use collaboratively to work on data in a networked way and thereby create added value for society. Advertising, for example, is essential in the financing of quality journalism.