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Incubator/Accelerator
MOBILE & TELECOMMUNICATIONS | Mobile Software & Services / Advertising Network or Exchange
tapad.com

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Founded Year

2010

Stage

Acquired - II | Acquired

Total Raised

$35.98M

Revenue

$0000 

About Tapad

Tapad is a marketing technology firm that provides cross-device solutions.On November 19, 2020 Tapad was acquired by Experian. The terms of the transaction were not disclosed.

Tapad Headquarter Location

551 5th Avenue 9th Floor

New York, New York, 10176,

United States

646-561-6500

Latest Tapad News

Identity Resolution Critical For Consumer Engagement – Tapad

Aug 11, 2021

Study reveals that brands with more mature identity programs were significantly more likely to be successful in achieving their key objectives Tapad, a global leader in cross-device digital identity resolution and a part of Experian, has commissioned Forrester Consulting, part of a leading research and advisory firm, to conduct a new study that evaluates the current state of customer data-driven marketing and explores how marketers can use identity solutions to deliver privacy safe and engaging experiences , in an evolving data landscape. The study highlights the changing ground rules for digital marketing and the threat that poses to marketers’ ability to deliver against long standing KPIs and campaign goals. Nearly two-thirds (62%) of respondents said that the forces of data deprecation will have a significant (40%) or critical (21%) impact on their marketing strategies over the next two years. Among those surveyed, identity resolution strategies have surfaced as an opportunity to create more powerful customer experiences, with 66% aiming to have it help improve customer trust and implement more ethical data collection and use practices, while nearly 60% believe it will point the way to more effective personalization and data management practices. Although organizations are eager to implement identity resolution strategies, a complex web of solutions and partners makes execution a challenge. For example, respondents report using at least eight identity solutions on average, across nearly six vendor partners, and they expect that fragmentation to persist in the ‘cookieless’ future. Additionally, brands’ identity resolution technologies typically represent a patchwork of homegrown and commercial solutions. Eighty-one percent of respondents use both in-house and commercial identity resolution tools today, and 47% use a near-equal blend of the two. Despite the challenges, many brands have the foundation for a strong identity resolution strategy in place, and they are thriving as a result. Specifically, more mature brands were 79% more successful at improving privacy safeguards to reduce regulatory and compliance risk, 247% more successful at improving marketing ROI, and over four times more effective at improving customer trust compared to their low-maturity peers. Additional insights include: Marketers Are Increasingly Playing a Key Strategic Role Within the Organization, But There is a Mandate to Demonstrate Value. Nearly three-quarters of respondents in our study agree the marketing function is more strategically important to their organization than it used to be, while almost two-thirds agree there’s more pressure than ever to prove the ROI or business performance of their activities. Consumers Expect Brands to Deliver Engaging Experiences Across Highly Fragmented Journeys: Tapad found that 72% of respondents agree that customers demand more relevant, personalized experiences at the time and place of their choosing. At the same time, 67% of respondents recognize that customer purchase journeys take place over more touchpoints and channels than ever, and 59% of respondents agree that those journeys are less predictable and linear than they once were. Marketing Runs on Data, But the Rules Governing Customer Data Usage are Ever-Evolving: According to the study, 70% of decision-makers agree that consumer data is the lifeblood of their marketing strategies – fueling the personalized, omnichannel experiences customers demand. At the same time, 69% of respondents recognize that customers are increasingly aware of how their data is being used. At least two-thirds agree that data deprecation, including tighter restrictions on data use (66%), as well as operating system and browser changes impacting third-party cookies (68%) means that legacy marketing strategies are unlikely to remain viable in the long-term. “Our latest survey findings give us a better understanding of how our customers and other companies around the world are trying to master the relationship between people, their data and their devices,” said Mark Connon, General Manager at Tapad. “This research shows why it’s fundamental for the industry to continuously work to develop solutions that are agnostic. Tapad has worked tirelessly to deliver on this with our Tapad Graph, and by introducing solutions like Switchboard to help the evolving ecosystem and in turn helping customers reap the benefits of better identity in both short and long-term.” The study is founded on an online survey of over 300 decision-makers at global brands and agencies, which was fielded from March to April, 2021. Data deprecation and identity are fast-developing, moving targets, so this study delivers targeted insights and recommendations for how to prepare for coming shifts in customer data strategies – whether they manifest tomorrow or a year from now. Check Out The New Martech Cube Podcast . For more such updates, follow us on Google News Martech News

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Expert Collections containing Tapad

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Tapad is included in 5 Expert Collections, including Smart Money VCs (2017-2019).

S

Smart Money VCs (2017-2019)

6,297 items

We crunched the data to identify the 24 VC firms with the best combination of portfolio valuations and investment outcomes.

E

Enterprise SaaS

2,452 items

Software-as-a-service (SaaS) – internet based software offered as a subscription – continues to become the de facto standard for software distribution and consumption. Enterprise SaaS continues to show particular promise, emerging as one of the most well-funded categories. Startu

a

ad tech

3,632 items

C

Conference Exhibitors

5,302 items

T

Targeted Marketing Tech

254 items

This Collection includes companies building technology that enables marketing teams to identify, reach, and engage with consumers seamlessly across channels.

Tapad Patents

Tapad has filed 5 patents.

The 3 most popular patent topics include:

  • Social networking services
  • Community websites
  • Video hosting
patents chart

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Grant Date

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Related Topics

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9/1/2015

8/25/2020

Promotion and marketing communications, Market segmentation, Machine learning, Social networking services, Market research

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8/25/2020

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Related Topics

Promotion and marketing communications, Market segmentation, Machine learning, Social networking services, Market research

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Grant

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