Tapad

Pioneer in probabilistic cross-device identity graph technology, now part of Experian's marketing data and identity offering

Tapad is a New York City-based adtech firm, now part of Experian, whose core capability is using algorithmic analysis of internet and device data to determine whether multiple devices belong to a single user, enabling cross-device advertising and content delivery.¹ Its platform functions as a unified, privacy-safe digital identity resolution solution that connects users across devices and channels without depending on cookies or device IDs.² By building what it describes as a robust identity graph, Tapad enables marketers to identify a consumer or related household across multiple devices, supporting use cases that span programmatic targeting, media measurement, attribution, and personalization.³ Tapad also launched Switchboard, a module within The Tapad Graph designed to bridge emerging cookieless identifiers with traditional digital IDs, providing continuity for advertisers as third-party cookies are phased out.³ The platform is used across industries including media, retail, manufacturing, and broadcasting, with the heaviest concentration of customers in the United States, followed by Japan, the United Kingdom, Canada, and India.² In 2018, Tapad was named in a series of privacy complaints alleging GDPR violations, filed in the United Kingdom by the watchdog group Privacy International.¹ Source 1: wikipedia.org — Tapad Source 2: landbase.com — Companies using Tapad in 2026 Source 3: catalina.com — Tapad Launches Global Privacy-Safe Solution to Provide ...