Tapad

Tapad is a pioneering technology company that revolutionized the digital advertising and marketing technology landscape through its advanced cross-device identity resolution platform. Founded in 2010, the company developed sophisticated algorithms and machine learning capabilities to accurately identify and connect consumer interactions across smartphones, tablets, computers, connected TVs, and other digital touchpoints. Tapad's proprietary Device Graph technology enabled marketers, advertisers, and platforms to deliver unified customer experiences and measure campaign effectiveness across the increasingly fragmented multi-device consumer journey. The company's platform processed billions of data points daily to create probabilistic and deterministic connections between devices, helping brands understand that the person browsing on a mobile phone during their commute is the same individual making a purchase on a desktop computer at work. This capability became essential for digital advertisers seeking to optimize ad frequency, attribution modeling, and personalized marketing campaigns. Tapad served major brands, agencies, demand-side platforms (DSPs), supply-side platforms (SSPs), and data management platforms (DMPs) globally, establishing itself as a critical infrastructure provider in the programmatic advertising ecosystem. In June 2016, Tapad was acquired by Telenor Group, the Norwegian telecommunications company, for approximately $360 million. The acquisition allowed Tapad to leverage Telenor's global telecommunications data while maintaining its independent operations and brand. Subsequently, in January 2020, Experian acquired Tapad from Telenor to enhance its identity resolution and data capabilities. Under Experian's ownership, Tapad's technology has been integrated into Experian's broader marketing services portfolio, continuing to provide cross-device identity solutions as part of Experian Marketing Services.