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{{Short description|American mobile marketing company}}
{{good article}}
{{Infobox company
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|name = Tapad
|industry = Technology
|foundation = {{start date and age|2010}}
|revenue=$34 million (2015)<ref name="forbes2">{{citation|title=America's Most Promising Companies: #39 Tapad|publisherwork=Forbes|accessdateaccess-date=February 5, 2017|url=httphttps://www.forbes.com/companies/tapad/}}</ref>
|logo = TAPAD png lg green.png
|founder = Are Traasdahl, Founder & CEO<br />Dag Liodden, Co-Founder & CTO
|key_people = Sigvart Voss Eriksen, CEO<ref name="Schiff 2017">{{cite web | last=Schiff | first=Allison | title=Telenor Exec Takes Over As Tapad CEO, As Are Traasdahl Transitions To The Board | website=AdExchanger | date=June 8, 2017 | url=https://adexchanger.com/mobile/telenor-exec-takes-tapad-ceo-traasdahl-transitions-board/ | access-date=June 29, 2017}}</ref>
|location_city = [[New York City|New York]], [[New York (state)|NY]]
|website = [http://www.tapad.com www.tapad.com]
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}}
 
'''Tapad Inc.''' is a venture-funded startup company based in [[New York City]]<ref name=":1">{{Cite web |last=Lunden |first=Ingrid |date=2016-02-01 |title=Telenor Jumps Into Ad Tech, Acquires Tapad For $360M |url=https://techcrunch.com/2016/02/01/telenor-jumps-into-ad-tech-acquires-tapad-for-360m/ |access-date=2022-06-28 |website=TechCrunch |language=en-US}}</ref><ref name=":2">{{Cite web |last=Schonfeld |first=Erick |date=2011-06-15 |title=Tapad Brings Ad Retargeting To Mobile, And $1.8 Million From Powerhouse Investors |url=https://techcrunch.com/2011/06/15/tapad/ |access-date=2022-06-28 |website=TechCrunch |language=en-US}}</ref> that develops and markets software and services for cross-device advertising and content delivery. It uses algorithms to analyze internet and device data and predict whether two or more devices are owned by the same person. Participating websites and apps then cater their advertisements based on a collective knowledge of the user's actions across all of their devices. Tapad was founded in 2010 by Are Traasdahl. It raised $1.8 million in funding in June 2011 and another $6.5 million in March 2013. Telenor Group has on 29 January 2016 entered into an agreement to acquire approximately 95% of Tapad Inc. The purchase price is USD 360 million, on a debt and cash-free 100% basis.
 
Tapad was founded in 2010 by Are Traasdahl. It raised $1.8 million in funding in June 2011 and another $6.5 million in March 2013.
 
On January 29, 2016, Telenor Group entered into an agreement to acquire approximately 95% of Tapad Inc. The purchase price is US$360 million, on a debt and cash-free 100% basis. In November 2020, Tapad was acquired by [[Experian]].
 
== History ==
 
The idea for Tapad was conceived by cofounder and CEO Are Traasdahl at the [[Consumer Electronics Show]] (CES). Traasdahl previously founded Thumbplay, a mobile entertainment company.<ref name=":2" /> He saw attendees switching between televisions, laptops and smartphones and thought that brands should be able to cater their ads to individual users even as they switch between devices.<ref name="forbes"/>
The idea for Tapad was conceived by cofounder and CEO Are Traasdahl at the [[Consumer Electronics Show]] (CES). He saw attendees switching between televisions, laptops and smartphones and thought that brands should be able to cater their ads to individual users even as they switch between devices.<ref name="forbes"/> Cofounder and CTO Dag Liodden, Traasdahl, and four others began developing algorithms for the software<ref name="forbes"/> and founded Tapad in 2010.<ref name="adage"/> It took almost a year for the company to obtain its first client, but afterwards the organization grew quickly.<ref name="forbes"/> In 2011, it raised $1.8 million in funding<ref name="techcrunch"/> and opened five more sales offices in major US cities.<ref name="forbes"/> From mid-2012 to mid-2013, the company hired 44 people and moved its headquarters to a larger office in New York City.<ref name="forbes">{{cite news|last=Colao|first=J.J.|title=Ads That Follow You Home: Has Tapad Cracked The Code Of Cross-Device Advertising?|newspaper=Forbes|url=http://www.forbes.com/sites/jjcolao/2013/05/23/ads-that-follow-you-home-has-tapad-cracked-the-code-of-cross-device-advertising/|accessdate=September 26, 2014}}</ref> Another $6.5 million in funding was raised in March 2013<ref>{{cite news|title=Mobile Ad Targeter Tapad Raises $6.5 million, valued at $140 million|publisher=All Things D|first=Peter|last=Kafka|url=http://allthingsd.com/20130321/mobile-ad-targeter-tapad-raises-6-5-million-valued-at-140-million/|date=March 21, 2013|accessdate=January 16, 2014}}</ref> and $7 million was raised in July 2014 to fund additional expansion in Europe.<ref>{{cite news|title=Silicon Alley darling Tapad raises $7M in capital|first=Thornton|last=Mcenery|date=July 1, 2014|newspaper=Crain's New York Business|url=http://www.crainsnewyork.com/article/20140701/TECHNOLOGY/140709993/silicon-alley-darling-tapad-raises-7m-in-capital|accessdate=January 5, 2014}}</ref> An additional $18.5 million in funding was raised in July 2015.<ref name="Loechnertwo">{{cite web | last=Loechner | first=Tyler | title=Tapad Adds Linear TV To Measurement Platform | website=MediaPost | date=July 2, 2015 | url=http://www.mediapost.com/publications/article/252323/tapad-adds-linear-tv-to-measurement-platform.html | accessdate=July 26, 2015}}</ref>▼
 
Cofounder and CTO Dag Liodden, Traasdahl, and four others began developing algorithms for the software<ref name="forbes" /> and founded Tapad in 2010.<ref name="adage" /> It took almost a year for the company to obtain its first client, but afterwards the organization grew quickly.<ref name="forbes" /> In 2011, it raised $1.8 million in funding<ref name="techcrunch" /> and opened five more sales offices in major US cities.<ref name="forbes" /> From mid-2012 to mid-2013, the company hired 44 people and moved its headquarters to a larger office in New York City.<ref name="forbes">{{cite news|last=Colao|first=J.J.|title=Ads That Follow You Home: Has Tapad Cracked The Code Of Cross-Device Advertising?|newspaper=Forbes|url=https://www.forbes.com/sites/jjcolao/2013/05/23/ads-that-follow-you-home-has-tapad-cracked-the-code-of-cross-device-advertising/|access-date=September 26, 2014}}</ref>
On January 29, 2016, Telenor Group entered into an agreement to acquire about 95 percent of Tapad Inc. for $360 million.<ref name="Lunden 2016">{{cite web | last=Lunden | first=Ingrid | title=Telenor Jumps Into Ad Tech, Acquires Tapad For $360M | website=TechCrunch | date=February 1, 2016 | url=http://social.techcrunch.com/2016/02/01/telenor-jumps-into-ad-tech-acquires-tapad-for-360m/ | accessdate=February 2, 2016}}</ref><ref name="Griffith 2016">{{cite web | last=Griffith | first=Erin | title=Yes, Adtech is Still Strong in NYC | website=Fortune | date=February 1, 2016 | url=http://fortune.com/2016/02/01/tapad-acquisition/ | accessdate=February 2, 2016}}</ref>▼
 
▲The idea for Tapad was conceived by cofounder and CEO Are Traasdahl at the [[Consumer Electronics Show]] (CES). He saw attendees switching between televisions, laptops and smartphones and thought that brands should be able to cater their ads to individual users even as they switch between devices.<ref name="forbes"/> Cofounder and CTO Dag Liodden, Traasdahl, and four others began developing algorithms for the software<ref name="forbes"/> and founded Tapad in 2010.<ref name="adage"/> It took almost a year for the company to obtain its first client, but afterwards the organization grew quickly.<ref name="forbes"/> In 2011, it raised $1.8 million in funding<ref name="techcrunch"/> and opened five more sales offices in major US cities.<ref name="forbes"/> From mid-2012 to mid-2013, the company hired 44 people and moved its headquarters to a larger office in New York City.<ref name="forbes">{{cite news|last=Colao|first=J.J.|title=Ads That Follow You Home: Has Tapad Cracked The Code Of Cross-Device Advertising?|newspaper=Forbes|url=http://www.forbes.com/sites/jjcolao/2013/05/23/ads-that-follow-you-home-has-tapad-cracked-the-code-of-cross-device-advertising/|accessdate=September 26, 2014}}</ref> Another $6.5 million in funding was raised in March 2013<ref>{{cite news|title=Mobile Ad Targeter Tapad Raises $6.5 million, valued at $140 million|publisher=All Things D|first=Peter|last=Kafka|url=http://allthingsd.com/20130321/mobile-ad-targeter-tapad-raises-6-5-million-valued-at-140-million/|date=March 21, 2013|accessdateaccess-date=January 16, 2014}}</ref> and $7 million was raised in July 2014 to fund additional expansion in Europe.<ref>{{cite news|title=Silicon Alley darling Tapad raises $7M in capital|first=Thornton|last=Mcenery|date=July 1, 2014|newspaper=Crain's New York Business|url=http://www.crainsnewyork.com/article/20140701/TECHNOLOGY/140709993/silicon-alley-darling-tapad-raises-7m-in-capital|accessdateaccess-date=January 5, 2014}}</ref> An additional $18.5 million in funding was raised in July 2015.<ref name="Loechnertwo">{{cite web | last=Loechner | first=Tyler | title=Tapad Adds Linear TV To Measurement Platform | website=MediaPost | date=July 2, 2015 | url=http://www.mediapost.com/publications/article/252323/tapad-adds-linear-tv-to-measurement-platform.html | accessdateaccess-date=July 26, 2015}}</ref>
 
In 2016, Tapad worked with 160 U.S. brands and had 50 data technology licensing partnerships.<ref name=":1" />
 
▲On January 29, 2016, [[Norway]]-based [[Telenor|Telenor Group]] entered into an agreement to acquire about 95 percent of Tapad Inc. for $360 million.<ref name="Lunden 2016">{{cite web | last=Lunden | first=Ingrid | title=Telenor Jumps Into Ad Tech, Acquires Tapad For $360M | website=TechCrunch | date=February 1, 2016 | url=httphttps://social.techcrunch.com/2016/02/01/telenor-jumps-into-ad-tech-acquires-tapad-for-360m/ | accessdateaccess-date=February 2, 2016}}</ref><ref name="Griffith 2016">{{cite web | last=Griffith | first=Erin | title=Yes, Adtech is Still Strong in NYC | website=Fortune | date=February 1, 2016 | url=http://fortune.com/2016/02/01/tapad-acquisition/ | accessdateaccess-date=February 2, 2016}}</ref>
 
On November 19, 2020, Experian announced that it had completed the acquisition of Tapad for a roughly $280 million.<ref>{{Cite web|title=Experian plc - Experian acquires Tapad, a leading digital identity resolution provider|url=https://www.experianplc.com/media/news/2020/experian-acquires-tapad/|access-date=2020-12-20|website=www.experianplc.com|language=en}}</ref><ref>{{Cite web |last=Andrews |first=Robert |date=2022-06-06 |title=Next Step For Multi-ID Targeting Is Retail Media Networks: Tapad's Connon |url=https://www.beet.tv/2022/06/next-step-for-multi-id-targeting-is-retail-media-networks-tapads-connon.html |access-date=2022-06-28 |website=Beet.TV - The Root to the Media Revolution |language=en-US}}</ref><ref name=":0">{{Cite web |last=Schiff |first=Allison |date=2020-11-19 |title=Telenor Sells Tapad To Experian For $280 Million |url=https://www.adexchanger.com/privacy/telenor-sells-tapad-to-experian-for-280-million/ |access-date=2022-06-28 |website=AdExchanger |language=en-US}}</ref>
 
== Software and services ==
 
Tapad uses data such as cookie IDs, operating system IDs,<ref name="adage">{{cite web|last=Del Rey|first=Jason|title=10 Startups to Watch: Tapad|date=19 September 2011|url=http://adage.com/article/digital/10-startups-watch-tapad/229855/|publisher=AdAge|accessdateaccess-date=January 16, 2014}}</ref><ref name="techcrunch"/> IP addresses,<ref name="cnbc"/> online registrations<ref name="forbes"/> and data from partnering publishers<ref name="adage"/> to develop a probability that different devices are shared by the same person or household.<ref name="cnbc"/> According to Tapad, none of the data contains personally identifiable information (PII).<ref name="forbes"/> In a data sample tested by Nielsen, Tapad accurately identified users across devices in 91.2% of cases. This is only slightly less than deterministic methods which require PII.<ref name="Loechner 2015">{{cite web | last=Loechner | first=Tyler | title='Algorithms That Learn' Catching Up To Personally Identifiable Information | website=MediaPost | date=July 2, 2015 | url=http://www.mediapost.com/publications/article/239368/algorithms-that-learn-catching-up-to-personally.html | accessdateaccess-date=July 28, 2015}}</ref>
 
Tapad is used for advertising to consumers across devices, where a user is shown an ad on their mobile or tablet device based on websites they visited on a desktop<ref name="techcrunch"/><ref name="cnbc">{{cite web|title=The Disruptors:Reaching Customers Anywhere [VIDEO]|date = 30 April 2013|url=http://video.cnbc.com/gallery/?video=3000164286|publisher=CNBC|accessdateaccess-date=September 26, 2014}}</ref> or based on a usage behavior that matches an advertiser's target audience.<ref name="wsj">{{cite news|last=Ante|first=Spencer|title=Online Ads Can Now Follow You Home|url=https://onlinewww.wsj.com/articlearticles/SB10001424127887324482504578453223207072376.html|accessdateaccess-date=January 15, 2014|newspaper=The Wall Street Journal}}</ref> For example, if an Android phone visits a website shortly after a desktop PC from the same home network, Tapad will assess that there is a high probability that the two devices are operated by the same person and will show them similar ads on both devices.<ref name="techcrunch">{{cite news|last=Schonfeld|first=Erick|title=Tapad Brings Ad Retargeting To Mobile, And $1.8 Million From Powerhouse Investors|url=httphttps://techcrunch.com/2011/06/15/tapad/|publisher=TechCrunch|accessdateaccess-date=January 16, 2014}}</ref> According to the company website, its services also include cross-device analytics for things like location, timing, user behavior, and audience analysis.<ref>{{citation|title=Product|url=http://www.tapad.com/product/|accessdateaccess-date=January 16, 2013}}</ref>
 
Website publishers use Tapad's technology to understand how a consumer engages with page content, regardless of the device being used to access the site. This can be useful to customize advertising creative, editorial content and offer a more uniform experience for the user across all devices. <ref>{{Cite web|url=http://www.mediapost.com/publications/article/248704/new-yp-ad-product-offers-digital-audience-extensio.html/|title = New YP Ad Product Offers Digital Audience Extensions}}</ref>
 
In early 2015, Tapad partnered with Placed, a company that specializes in the measurement of in-store visitation by consumers, then introduced features and services that attempt to measure if an advertising campaign resulted in consumers visiting a business location.<ref name="Loechner2 2015">{{cite web | last=Loechner | first=Tyler | title=Linking Digital Ads To In-Store Visits Continues To Spread: Tapad, Placed Ink Deal | website=MediaPost | date=July 2, 2015 | url=http://www.mediapost.com/publications/article/247551/linking-digital-ads-to-in-store-visits-continues-t.html | accessdateaccess-date=July 26, 2015}}</ref> It also introduced TV Pulse, a product that uses data from first party data suppliers to attempt to measure the effect of digital advertising campaigns.<ref name="Loechnertwo"/> Tapad’sTapad's Device Graph is also licensed to other technology companies and integrated into their products.<ref name="Loechner3 2015">{{cite web | last=Loechner | first=Tyler | title=Cross-Screen Marketing Tech Firm Tapad Raises $18.5M | website=MediaPost | date=July 2, 2015 | url=http://www.mediapost.com/publications/article/249927/cross-screen-marketing-tech-firm-tapad-raises-18.html | accessdateaccess-date=July 28, 2015}}</ref>
 
== Privacy ==
 
Advertisements using Tapad usually feature a notification that explains the ad is being shown as a result of behavioral analysis<ref name="mediapost"/> and provide an opt-out button<ref name="forbes"/><ref name="adagetwo">{{cite web|first=Scott|last=Meyer|title=It's Time for the Mobile-Ad Industry to Start Taking Privacy Seriously|date=19 September 2012|url=http://adage.com/article/digitalnext/time-mobile-ad-industry-start-taking-privacy/237294/|publisher=Ad Age|accessdateaccess-date=September 26, 2014}}</ref> in compliance with standards set by the Digital Advertising Alliance.<ref name="mediapost"/><ref name="adagetwo"/> The disclosure features are provided by [[Evidon]], which Tapad partnered with in November 2011.<ref name="mediapost">{{cite news|title=Tapad Taps Evidon for Mobile Opt-outs|work=MediaPost|first=Steve|last=Smith|url= http://www.mediapost.com/publications/article/162362/evidon-tapad-partner-on-mobile-behavioral-ads-op.html|date=November 15, 2011|accessdateaccess-date=January 16, 2014}}</ref>
According to ''Forbes'', Tapad's "burgeoning success risks irking Congress, regulators and privacy advocates."<ref name ="Forbes1"/> The company's CEO says it shouldn't be a problem, since it doesn't collect personally identifiable information.<ref name ="Forbes1">{{cite news|title=Ads That Follow You Home: Has Tapad Cracked The Code Of Cross-Device Advertising?|author=J. J. Colao |url=httphttps://www.forbes.com/sites/jjcolao/2013/05/23/ads-that-follow-you-home-has-tapad-cracked-the-code-of-cross-device-advertising/|newspaper=Forbes Magazine|date=June 10, 2013|accessdateaccess-date=March 26, 2014}}</ref>
 
In 2018, Tapad and other companies were named in a series of privacy complaints for alleged [[General Data Protection Regulation|GDPR]] violations.<ref name=":0" /><ref>{{Cite web |last=Afifi-Sabet |first=Keumars |date=2018-11-09 |title=Oracle and Equifax among seven firms accused of violating GDPR by Privacy International |url=https://www.itpro.com/general-data-protection-regulation-gdpr/32328/oracle-and-equifax-among-seven-firms-accused-of |access-date=2022-06-28 |website=IT PRO |language=en}}</ref> The complaints were filed in the United Kingdom by watchdog group [[Privacy International]].<ref>{{Cite web |last=Schiff |first=Allison |date=2018-11-08 |title=Privacy Group Asks European Regulators To Test GDPR Against Seven Tech Companies |url=https://www.adexchanger.com/privacy/privacy-group-asks-european-regulators-to-test-gdpr-against-seven-tech-companies/ |access-date=2022-06-28 |website=AdExchanger |language=en-US}}</ref>
 
== References ==
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*{{cite web|title=Tracking Consumers Across Devices (VIDEO)|url=https://www.bloomberg.com/video/tracking-consumers-across-devices-QEo1g5TiQ7egBsoQbb_2gw.html|publisher=Bloomberg TV}}
 
[[Category:CompaniesAmerican companies established in 2010]]
[[Category:Organizations based in New York City]]
[[Category:2010 establishments in New York City]]
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