This document discusses the challenges marketers face with cross-platform consumers who use multiple devices. It introduces Tapad as a solution that builds a predictive algorithm and device graph using 200 billion data points to bridge devices and provide a unified view of consumers across platforms. Case studies show Tapad's cross-platform retargeting increased conversion rates by up to 8x compared to contextual targeting on single platforms.

1. THE CROSS-PLATFORM
CONSUMER
DIGIDAY MOBILE
December 2012

2. “Digital Natives switch their attention between
media platforms (i.e., TVs, magazines, tablets,
smartphones) 27 times per hour, about every
other minute!”
http://www.mediapost.com/publications/article/172988/fickle-digital-natives-switch-platforms-every-ot.html#ixzz1uTDQN
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3. A complete change in consumer behavior: We are all
multi-tasking on multiple screens throughout the day
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4. However, multi-screen usage creates a real problem for marketers:
NO CROSS-PLATFORM IDENTIFIER (“COOKIE”)
=
YOU APPEAR TO BE MULTIPLE PEOPLE TO
TRADITIONAL ADVERTISING & INTERNET TECHNOLOGY
 Result: As an advertiser, you travel 15 years back in time….
No cross-platform re-targeting, no message sequencing, no content
optimization and not even frequency capping across screens
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5. Solution:
A UNIFIED VIEW OF A CONSUMER
ACROSS ALL SCREENS
A UNIFIED VIEW SOLVES CROSS-PLATFORM CHALENGES IN
ADVERTISING, COMMERCE AND CONTENT
HOWEVER, IT’S A TAD HARD IF CONSUMERS ARE NOT LOGGED-IN
ON EVERY DEVICE….
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6. What is Tapad?
“The Tapad Device Graph Technology Gives Marketers and Publishers
a Unified View of a Consumer Across All Screens”
Tapad bridges devices together to create a Device Graph which enables Cross-Platform
Targeting and Analytics
• Cross-device audience buying and re-targeting between screens
• Message sequencing and frequency capping
• Cross-platform attribution analytics and brand studies
Our technology solution currently implemented with the majority of the largest advertisers and
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7. How do we do it?
We’ve built a predictive algorithm that processes
200 Billiondata points per month to bridge devices
• Data Co-op model with our partners in the eco system where we are processing
200 Billion Data points per month
• Huge scale, with 700 Million devices in the Device Graph today
• Praised in AdAge for our thought-leadership around Privacy: No personally identifiable
information combined with complete transparency and opt-out control for the consumer in
a partnership with DAA and Evidon Confidential
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8. C s : C o s la r r ta g tin ish h
a e r s -p tfo m e r e g ig ly
e c ein d iv ga d n l c n e s n
ffe tiv r in d itio a o v r io s
TOP AUTOMOBILE CLIENT #2
Imp conversion rate in r a e b 8 xusing cross-platform retargeting
c e s d y .7
vs. contextual targeting*
8 x
.7
in r a e
ce s
* Tapad is the first company to ever provide these metrics to marketers, so our reporting methodology continues to 8
be refined and data is directional.
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9. C s : M s a in tou e sa r s m ltip
ae esg g s r c o s u le
d v e s n a tly in r a e c n e s n r te
e ic s ig ific n c e s s o v r io a s
TOP AUTOMOBILE CLIENT #1
When users were exposed to ads on both computer and mobile/tablet
devices, conversion rate for unique users in r a e b 4 xwhen
c e s d y .3
compared to exposure on only computers*
4 x
.3
in r a e
ce s
* Tapad is the first company to ever provide these metrics to marketers, so our reporting methodology continues to 9
be refined and data is directional.
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10. TAPAD-AT-A-GLANCE
• Investors: TechCrunch called it a “A hell of a list…” of online entrepreneurs. VCs include:
Firstmark Capital (Pintrest, RiotGames, Lot18) and Avalon (Zynga, Tacoda)
• HQ in NYC with offices in Detroit, Chicago, San Francisco, Los Angeles and Miami
• Customers: big publishers and every major advertising agency and 40 of the 50 largest
advertisers in the US, including in the following verticals:
 Telecoms
 Financial Services
 Media and Cable
 Automotive
 Entertainment
 Retail and Consumer Goods
 Travel/Airline
• According to AdAge:
Tapad has “a serious piece of weaponry”
…the end of “spray and pray” mobile advertising
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11. Thank You!
Are Traasdahl
Founder / CEO
are@tapad.com
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