TapAd

ID5 is integrating its ID graph into The Trade Desk’s Identity Alliance. And European publishers partnered with ID5 can apply EUID for logged-in traffic.

Can the digital ad industry’s signal-loss pain be Experian’s gain? Experian has two new identity-focused products that simplify its marketing offerings and aim to give digital marketers a more complete user ID graph.

In late May 2019 – one year after GDPR went into effect – European identity solutions provider Roq.ad decided to delete all of its data and rebuild its cross-device graph from scratch to make sure it only dealt in consented data as defined by the law.

“The personalized targeting data points we’ve gotten used to are under examination,” said Jeremy Hlavacek, CCO of data services provider Experian. “Advertisers want better identity data, better segments and better understanding of consumer behavior. So they’re going to shift to higher-quality, more precise, more accurate, more trusted data sets.”

Cheerio, Europe. Experian-owned Tapad is exiting its European business after seven years in the market. Tapad will stop the delivery and use of its graph in the EU by August 1. The company denies rumors that its move is a preemptive measure to avoid an investigation by the UK’s Information Commissioner’s Office. “Our decision to […]

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. In this episode, Experian Marketing Services President Genevieve argues for greater fragmentation of identifiers as the best path to herd immunity against future advertising disruptions.  Instead of driving marketers to a single solution, she says Experian is focused […]

Proprietary cookieless identifiers  – seems like everybody’s got one these days. “It’s obviously reactive to the impending demise of the cookie,” said Mark Connon, general manager of Experian-owned Tapad, which launched a product on Tuesday called Switchboard that aims to make the growing multitude of cookieless IDs interoperable with each other. Switchboard is a module that […]

The first half of 2020 was pretty lean. This year is on track to be the slowest since 2015 in terms of deal activity, according to LUMA Partners. But set the table and get out the gravy boat, because strategic M&A started to pick back up in Q3 and the momentum has continued into the […]

Guess telcos really aren’t that into ad tech after all. On Thursday, Norwegian telco Telenor sold cross-device company Tapad to Experian in a transaction advised by LUMA Partners. Experian is acquiring 100% of Tapad for a cash consideration of roughly $280 million. Not too shabby for an ad tech company getting sold in 2020. Tapad’s […]

The cross-device company Tapad was an early mover in an ongoing trend where ad tech data companies divest themselves of their media sales businesses. In January 2018, Tapad – owned by the Norwegian telco Telenor – offloaded its DSP to Brand Networks, and since then, its peers like Drawbridge and PlaceIQ have attempted similar pirouettes. […]