Tapad, Inc.

Tapad, Inc. is a technology company specializing in cross-device digital identity solutions, empowering brands to connect and engage with customers seamlessly across various devices. Founded in 2010 and headquartered in New York, US, Tapad, Inc. focuses on digital identity solutions.

The company experienced a significant pivot when Telenor acquired a majority stake in 2016, followed by a full acquisition by Experian Plc in November 2020 for USD 280. 00 mn. The firm has completed 7 deals to date, with the latest deal occurring on November 19, 2020. The CEO, Sigvart Eriksen, leads the company following its transitions in ownership.

Tapad specializes in creating a comprehensive global cross-device digital identity graph, known as the Tapad Graph. This core offering allows brands to identify and engage with their customers across multiple devices, facilitating key marketing functions such as programmatic targeting, media measurement, attribution, and personalized marketing. The Tapad Graph is designed to enhance digital marketing investments by providing marketers with the ability to link device identifiers at both household and individual levels, thereby expanding their visibility and insights into customer behavior. The company serves a diverse clientele, including major brands, advertising agencies, and various platform providers, and operates in key geographical markets such as North America, Europe, and parts of Asia.

Through partnerships and integrations, Tapad continuously enhances its graph with new data, ensuring broad applicability and relevance in the fast-evolving digital marketing landscape. Tapad generates revenue through partnerships with brands, agencies, and platforms, focusing on B2B transactions primarily. The revenue structure may include agreements for the use of the Tapad Graph, which could involve subscription-based pricing models for access to its database and analytics services. Clients typically engage Tapad to improve their digital marketing capabilities, with transactions structured around long-term contracts that provide ongoing access to data services and support.

Specific pricing plans for their offerings reflect the value provided in enhancing cross-device marketing strategies, positioning Tapad as a key player in the marketing technology sector. Following its acquisition by Experian Plc in November 2020, Tapad is poised for strategic growth. The company plans to innovate its product offerings, further enhancing the Tapad Graph and potentially introducing new features aimed at optimizing cross-device marketing strategies. Additionally, Tapad aims to expand its services to emerging markets in Asia and Europe by 2023.

The funding from the acquisition will be utilized to bolster its technological infrastructure and enhance data analytics capabilities, supporting these expansion efforts.