Tapad: The Tapad Graph

Tapad enables marketers to identify a brand consumer or a related household across multiple devices

Description:

Tapad is the global leader in privacy-safe, cross-device identity resolution. By creating the most robust identity graph in the market, Tapad enables marketers to identify a brand consumer or a related household across multiple devices; unlocking use cases across programmatic targeting, media measurement, attribution and personalization.

Reach and Scale:
The Tapad Graph accesses 1.3B users across 4B digital IDs spanning five continents.

Customers of Tapad can onboard the following IDs:

  • Cookies
  • MAIDs
  • CTVs
  • Hashed emails
  • IP addresses

Value proposition:
The Tapad Graph allows our customers to configure their data how it works best for their business- from the IDs you onboard and extend to; the hierarchy of individuals and/or households; and the regions and additional attributes you configure within your graph. Our fully customizable product means faster adoption of identity resolution for your marketing needs; and better insights to help marketers make fast decisions.

The power of cross-device:
Today’s digital content consumption is constantly evolving. Traditional devices like laptops and smartphones are making way for Addressable TV; but they’re not disappearing. As more devices can be ad-targeted; our customers need a better understanding of the consumer journey between brand engagements and how those individual users map back to household decision makers and purchases. The Tapad Graph encompasses the digital IDs driving omni-channel advertising strategies, so marketers don’t miss a beat.

Use Cases by Customer Type:

AGENCY

  • Targeting: Extend audiences across devices for sequential messaging, frequency capping, suppression and custom segmentation.
  • Measurement: Measure across devices and partners to analyze ad frequency, cross device attribution and online to offline.
  • Use Case: Provide clients with more efficient campaigns and deeper insights and analytics to highlight success and effectiveness
  • Example: An Auto client tasks their agency with unifying a media strategy across programmatic and social media that lowers the cost per visit to a dealership. The agency uses The Tapad Graph across all platforms to unify their IDs as a single currency and leverage those IDs to frequency cap between platforms. Each quarter, identity resolution helps the agency illustrate attribution of dealership visits to users targeted with their media across different devices.

BRAND

  • Targeting: Extend audiences across devices for sequential messaging, frequency capping and suppression while personalizing messaging.
  • Measurement: Bring journey mapping and attribution in-house across all partners and platforms.
  • Use Case: Customize brand engagements across owned and operated channels for deeper customer connections that drive purchase/loyalty.
  • Example: A direct-to-consumer brand wants to increase purchase frequency of recent customers and grow their loyalty to the product. They use the Tapad Graph to target personalized messages and promotions based on past purchases or recently viewed products on their site to encourage new activity and measure effective messaging with in-house attribution modelling.

DMP

  • Targeting: Extend audiences across devices. Personalize marketing onsite or in-app (cloud customers).
  • Measurement: Measure online to offline attribution.
  • Use Case: Provide clients more opportunities to reach customers with personalized messaging and measure impact across campaigns.
  • Example: An Auto client uses a DMP like Adobe to segment and target audiences, but often can’t find those users and deliver allocated impressions to. The DMP can leverage The Tapad Graph to increase the devices associated to the users within those segments; and increase the likelihood they can deliver media across devices to those users.

DSP

 

  • Targeting: Extend your audience across devices for sequential messaging; frequency capping and suppression for cross platform campaigns.
  • Measurement: Measure cross-device attribution.
  • Use Case: Give customers the opportunity to apply extended audiences to all ad platforms (display, video, OTT, social) for cohesive targeting strategies with all-inclusive attribution modeling.
  • Example: A retail brand that runs their cross platform budgets through a DSP like The Trade Desk wants to better understand who they’re targeting across all digital channels, and how those campaigns are working together toward a common KPI. Using The Tapad Graph that DSP can unify the audiences being targeted within their platform and offer the data and insights the retailer needs for attribution modelling.

Location Vendor

  • Targeting: N/A
  • Measurement: Measure across devices for footfall attribution.
  • Use Case: Attribute online to offline activity more effectively with a broader customer view across more touchpoints.
  • Example: A quick serve restaurant launched a new online campaign to drive people to their newest restaurants and they’re relying on a location vendor like Placed to help them correlate their online media spend to offline customers. The location vendor is using The Tapad Graph to ensure they’re capturing all possible cross device engagements between users and the QSR ads for their attribution modelling.

Measurement Partner

  • Targeting: N/A
  • Measurement: Measure cross-device attribution.
  • Use Case: Enhance ability to connect exposure and engagement to lower funnel activity and client KPI’s with a broader view of customers and more insights.
  • Example: An Athletic brand needs a way to connect exposure and engagement of their ad campaign to lower funnel activity and client KPI’s. To make sure the attribution model aligns with the number of devices and touchpoints consumers were targeted on; a measurement partner like Kochava is using The Tapad Graph for a broader view of customers and more device level insights for the Athletic brand.

 

About the Provider:

Tapad is the global leader in privacy-safe, cross-device identity resolution. By creating the most robust identity graph in the market, Tapad enables marketers to identify a brand consumer or a related household across multiple devices; unlocking use cases across programmatic targeting, media measurement, attribution and personalization.

The Tapad Graph accesses 1.3B users across 4B digital IDs spanning five continents. Customers of Tapad can onboard IDs from cookies, to MAIDs, CTVs and even whitelisted IP addresses – ensuring their reach and measurement of valued consumers has depth and breadth.

Visit the provider’s website for more information

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