Websites using Tapad

Okay, let s break down Tapad, a company that s gone through some changes and is now part of another entity.

Tapad: An Overview

• What they were: Tapad was originally a technology company known for its cross-device identity resolution. They built a technology that aimed to connect a user s various devices (desktop, mobile, tablet, etc.) to create a unified view of that user. This was valuable for advertisers looking to reach the same person across their many devices.
• Key Technology: Tapad s core technology was a proprietary Device Graph – a vast database mapping devices to individuals. This graph was built using a variety of data points (not PII, they always stated) like IP addresses, device IDs, and behaviors.
• Primary Use Case: The main use of Tapad s technology was in the advertising space. Marketers used Tapad to:
  • Target users: Reach the same individual across all their devices with consistent messaging.
  • Measure attribution: See which ads were effective at driving conversions, even if the user interacted with ads on multiple devices.
  • Frequency capping: Control how many times a user sees the same ad across all their devices.
• Acquisition: Tapad was acquired by Experian in 2020. Now, Tapad s technology is integrated into Experian s broader suite of identity and data solutions. Tapad as a standalone entity no longer operates.

Revenue

• Historical Information: Tapad was a privately held company before the acquisition, so it never publicly disclosed its revenue. However, it was considered a significant player in the cross-device identity space, so we can assume the revenue was substantial.
• Current Status: Since it is no longer a separate entity, it has no separate revenue figures. It contributes to Experian s overall revenue within their Marketing Services division. Experian publishes financial results, but not specific to the legacy Tapad technology.

Alternatives (Current Alternatives that Provide Similar Functionality)

Since Tapad no longer exists as a standalone entity, here are a few alternatives offering similar solutions for identity resolution and cross-device targeting:

1. LiveRamp:
   • Focus: Identity resolution and data connectivity.
   • Features: Provides a RampID that links customer data across platforms.
   • Strengths: Widely used, strong in the data onboarding space.
   • Weakness: Can be costly.
2. The Trade Desk (TTD) - Unified ID 2.0:
   • Focus: Privacy-focused identity solution designed for the open web.
   • Features: Uses encrypted emails to identify users while trying to respect their privacy choices.
   • Strengths: Growing adoption, industry-wide initiative.
   • Weakness: Requires users to register with emails and can have limitations for users who don t.
3. ID5:
   • Focus: Independent identity solution built specifically for the ad tech space.
   • Features: Focuses on publisher-first approach, enabling a seamless process for the user.
   • Strengths: Focus on user experience, interoperable.
   • Weakness: More recent arrival than others
4. Neustar (now TransUnion):
   • Focus: Data identity solutions, including identity resolution for advertising.
   • Features: A suite of data and identity tools, including consumer resolution.
   • Strengths: Extensive history in data and analytics, robust dataset.
   • Weakness: Can be complex.
5. Oracle Advertising (Moat/Datalogix):
   • Focus: Offers identity resolution as part of its broader advertising suite.
   • Features: Cross-device identity for advertising and measurement.
   • Strengths: Integration with Oracle s broader ecosystem.
   • Weakness: Can be more of a walled garden
6. Google s Privacy Sandbox:
7. Focus: A range of privacy technologies for targeted advertising.
8. Features: FLoC, Topics, Attribution, etc.
9. Strengths: Directly supported by Google, and used widely.
10. Weakness: Still changing and evolving, not fully developed

Pricing

• Tapad (Historical): Tapad operated on a usage-based model, generally tied to the volume of queries or data processed. Pricing was customized based on client needs.
• Alternatives:
  • LiveRamp: Generally, a higher cost model, often involves custom contracts and usage tiers.
  • The Trade Desk s Unified ID 2.0: The base is free, but a DSP seat on TTD is required.
  • ID5: Usually based on a usage-based model, with various offerings for different customer profiles.
  • Neustar/TransUnion: Custom-quoted, pricing can be complex based on the chosen services.
  • Oracle Advertising: Often bundled into larger agreements and based on usage and data volume.
  • Google s Privacy Sandbox: Mostly free, but requires integration work on the part of advertisers and publishers.

Customer Care Details

• Tapad (Historical): Tapad had a customer support team focused on onboarding, technical support, and ongoing account management.
• Current Status: Since Tapad is now part of Experian, support for the technology is provided through Experian s client services and technical support channels.

Key Takeaways

• Tapad as a separate company is no more. Its technology is now integrated into Experian.
• Cross-device identity resolution is still a critical need for advertisers. There are other solutions in the market, as outlined above.
• Pricing models are diverse. Often customized based on the provider and your needs, but mostly on a usage-based model.
• Customer care is provided by the vendor now. Be sure to understand their specific support model when engaging with one of the alternative providers.

If you are looking for a cross-device solution, I would recommend exploring the alternatives listed above, and evaluate based on your specific business requirements and budget. Don t focus on Tapad s past, but look to the technology needs of the current digital advertising landscape.