Tapad

Pioneer in probabilistic cross-device identity resolution, now integrated into Experian's global identity and audience platform

Tapad was founded in 2010 in New York City by Are Traasdahl and Dag Liodden as a cross-device advertising technology company, building one of the industry's earliest and most sophisticated probabilistic identity graphs. Its core technology, the Device Graph, enabled advertisers, agencies, and publishers to recognize and reach consumers consistently across smartphones, tablets, desktops, and connected TVs — a capability that became foundational to modern programmatic advertising. Tapad's approach to cross-device identity resolution helped marketers eliminate fragmented audience views and deliver more coherent, frequency-capped campaigns across the digital ecosystem. On January 29, 2016, Norwegian telecom Telenor acquired approximately 95% of Tapad for $360 million, marking a high-profile exit for the cross-device identity startup. In 2016 Tapad also expanded its Device Graph distribution through a partnership with LiveRamp, making its identity signal accessible across LiveRamp's 400+ ad-tech and mar-tech partner ecosystem — a commercial partnership, not an acquisition. On November 19, 2020, Experian completed its acquisition of Tapad from Telenor for $280 million (announced November 2, 2020), folding the Device Graph into Experian's digital advertising and identity-resolution capabilities. Telenor recorded an approximately $80 million markdown on its original investment as the cross-device retargeting category had compressed amid privacy-driven ecosystem changes. Tapad continues to operate under Experian as part of its global identity and audience platform.