Ad-tech Start-up, Znaptag, is changing the way digital pictures are used and seen, transforming photographs into interactive properties for advertising.

Company: Znaptag

Sector: Ad-tech and sales

Location: London, head office in Sweden

Regions covered: London, New York, Stockholm

Founded by: Miki Momen and Erik Odmark

Are they rocket scientists? Our resident genius is Emil Hernvall our CTO. He’s always one step ahead of the tech and never wrong.

Who are you major backers? We are privately financed through high net-worth individuals.

What’s the track record? This is the founders first venture into ad-tech. They have previously worked in price comparison technology and music. We also have staff who launched and built Spotify.

What do they say? Znaptag is revolutionising the way images are seen and used in the digital space.

What does this mean? Currently photos are just a cost to publishers. They can now be vehicles for advertising content as well as a revenue stream.

What makes your company different to its competitors? We care passionately about photo owners and the photographers. The way we approach the sector is to work with them, to make sure that they benefit from any success Znaptag has.

First clients: Universal music, Lloyds Banking Group, L’Oreal

How could your company change the world? We can help make Hillary the next President if her ads run through Znaptag.

Who do they compete with? We are the only company that uses image metadata for targeting and the only in-image provider who can run across mobile and tablet. We are unique.

Who should be worried? The advertisers who are slower than their rivals to see the value of In-Image advertising as an advertising format.

If you could choose any investor globally who would it be? Someone with a track record of investing in sector disruption and who takes a longer-term view.

If you could poach any member of staff from any company in the world who would it be? Mario Testino as our Photographer in Residence – that would be pretty amazing!