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Fluctuation in consumers' behaviors and preferences during the pandemic has prompted a shift in the practices and patterns that we are accustomed to. Powerful market forces are emerging as society builds a new normal, forcing marketers to rethink their strategy, activation, and measurement.   It is important for marketers to understand the forces that influence the industry, and to learn about alternative approaches that can be applied to help reach their goals.   In our recent webinar, ‘How to Adjust to the New World of Advertising,’ Experian’s Chris Feo and guest speaker Tina Moffett, Principal Analyst at Forrester Research, lead an in-depth discussion of the market dynamics and developments guiding us to this new era of advertising. They talked about:  The pandemic changing consumer behavior  Emerging media channels   Data deprecation    The pandemic and increased media consumption The pandemic caused seismic shifts in consumer behaviors and business operations. Work from home became the norm, consumers made drastic changes in their routines, and businesses had to adjust to new operating models as local economies shrank and supply chains strained. As stay-at-home orders were put into effect, consumers increased their media consumption drastically as more time was spent at home in front of their devices. According to Forrester, by June 2020, 48% of US online adults subscribed to at least one streaming service, while 34% had signed up for multiple.  Forrester contends that:  Social and online video/OTT will grow fastest among other categories of ad spend   Connected TV outpaces other video advertising channels  55% of consumers plan to continue watching movies at home rather than in theatres after the pandemic    Data deprecation   The ways that marketers can personalize content and measure the effectiveness of campaigns is changing with data deprecation. Consumer preferences, regulations, and technology providers are evolving the way advertisers understand consumers, causing changes to existing identity-based marketing strategies. According to Forrester, 66% of marketers are investing in first-party data collection strategies to adapt to these market forces.    Marketers need to adjust   Demand for a new advertising approach    Changes in consumer behavior, evolving media consumption patterns, and data deprecation have marketers looking at new approaches to targeting and measurement. However, with the future uncertain in many of these areas, marketers need to test and experiment to determine which approach is best for them in particular use cases.     Shifting to a new world of experimentation   Advertisers need to start by assessing their current environment to determine where they have exposure today, which methods of identification they are using, and how those channels may be impacted by the market forces outlined earlier. From there, they need to start asking themselves how they can assess identity in the future or if there is another way to approach advertising in that specific channel.   There are specific areas where marketers can look to make investments in terms of experimentation:  Adoption of cleanrooms to support analytics and audience targeting Investment in first-party data to overcome the issue of data deprecation Shifting to a value-based, omni-channel advertising mindset to address customers’ needs Investment in data-savvy resources to manage media insights Adoption of consistent cross-platform advertising metrics and currencies to inform better planning If you missed our recent webinar ‘How to Adjust to the New World of Advertising,’ you can listen to the full discussion here. 

Third-party cookies have been a crucial component in people-based advertising and digital identity. With Google's recent announcement of delaying third-party cookie deprecation to 2024, the industry has more time to rethink how to effectively identify and communicate with consumers when the time comes. Preparing for cookie deprecation  Solving for the post-cookie world is mission critical, particularly as consumer expectation for a relevant digital experience is heightened. We’ve seen a number of industry participants, including brands, publishers, data providers and technology platforms, work around the clock to find an alternative to third-party cookies—one that amasses the same scale and reach but also maintains consumer privacy.  In fact, industry insights echo that sentiment. According to a white paper from Winterberry Group, Collaborative Data Solutions: The Evolution of Identity in a Privacy-First, Post-Cookie World, sponsored in part by Experian, one of the most frequently heard comments was the urgency for the industry to develop post-cookie, privacy compliant solutions that work in a more integrated manner.  And if there was one overarching position regarding the research into the future of identity, it’s that collaboration is key. Participants in the white paper expressed that with the elimination of third-party cookies, there will be a surge in collaborative solutions across and within companies to accommodate changes in the digital marketplace. Collaborative data solutions must move beyond new post-cookie identity replacements and encompass more holistic approaches, including first-party data.  First-party data sharing   Currently, 64.3 percent of organizations in the US collaborate with other organizations to share first-party data for insights, activation, measurement or attribution, and 16.7 percent in the U.S. have plans to. Virtually all US companies surveyed were aware of the option to collaborate with other organizations and expressed openness to discussions around sharing first-party data.  What is the solution to third-party cookie deprecation?   The deprecation of third-party cookies is creating a shock in the marketing and advertising world because there has been an over-dependence on one type of identifier. Therefore, the solution to identify consumers across the digital ecosystem will not come from a single replacement for third-party cookies. Instead, it will rely on a combination of solutions, including collaborative data between organizations and implementation of proprietary first-party data strategies, as well as a framework that can connect all these touchpoints together.  Experian can help you navigate the cookieless future   Experian is focused on building a more effective advertising ecosystem that promotes the interoperability of digital touchpoints while enabling and fostering new innovations in a privacy forward way. Contact us today and get started with building connected identity in the ever-changing data landscape. To learn more, watch the recording of our webinar with The Vitamin Shoppe where we discuss identity and how you can drive more addressable audience strategies amidst diminishing data signals.   

Imagine an experiential self-driving car of the future. You step inside, select where you want to go and the best experience within the vehicle for your journey. Within seconds, it safely sweeps you away and drives you to your destination. If only marketing were that easy. At the tap of a console, you are able to identify the best parachute to glide your ads to the right audience, on the right platform. Well, what seems like a distant dream is Experian Marketing Service’s latest solution: Discovery Platform. To introduce Discovery, we asked Sunaina Chaudhary, Director of Product and Innovation, to describe how the solution facilitates effective marketing strategies. Discover more about your consumers. What is Discovery? What marketing challenges does it address? Anywhere you feel like you need to understand your customers, Discovery Platform can help. Whether you want to take your marketing to the next level or get on the road to recovery, Discovery is the solution. We created the Discovery Platform to help our clients overcome today’s advertising challenges, including gaps in data that impede identity linkage, limited internal resources and fragmented data. Think about all the touchpoints surrounding a customer in real life: connected TV ads, social media, email, flyers, digital ads . . . You can probably think of at least 15 off the top of your head. Discovery brings all those touchpoints together into a unified view of your customer. It combines disparate data insights to help you better understand your customers’ individual journeys and the most impactful touchpoints across offline, social and digital channels. Speaking specifically to a use case, in the most simplistic words, marketers can use Discovery to identify the right consumer, plan to reach them through the most optimal channel and create a consistent, relevant and personalized message. You can even leverage Discovery Platform’s seamless integration with our Audience Engine solution to build and deploy custom audiences to a variety of social, digital, email and Connected TV partners. The sales and other customer data flowing back into Discovery, all ties together for the marketing team to inform the next marketing campaign or strategy. Watch the Discovery Platform demo to learn more. Which business verticals does it benefit? Discovery Platform is apt for almost every vertical that I can think of - retail, agency, connected TV, publishers and financial institutions. Even though agencies don’t typically own first-party data, they can still benefit from Discovery through a one-stop shop for their RFP needs and the ability to activate the same audience with a click of a button. Clear cohorts you can activate—without privacy anxiety. Do marketers need to worry about consumer data privacy in the Discovery platform? No, when you’re in Discovery, you’re seeing the best and safest view of your customer cohorts. Marketers can rely on Experian to meet all compliance, governance and privacy standards. That’s taken care of by the time you see the data. Discovery is built on carefully curated and maintained data on 126 million households and 300 million individuals. You can leverage it for insights on over 2,000 consumer attributes such as demographics, home-owner status, shopping behaviors, media consumption habits and more. These are all tied to a unified identity made possible by our identity linkage. To do this, we help pull together your first-party data—along with whatever Experian datasets you license—to create a complete picture of your customer cohorts. It’s always-on, actionable insights you can subscribe to. What most excites you about the Discovery platform? We live in a world full of subscriptions—from TV streaming to food delivery. Data solutions of the past are transactional: you buy consumer data, leave it, and need to update it next week, month or quarter. Marketers have an ongoing need for more up-to-date data. That’s why we built Discovery Platform. World-class marketers need to be proactive when it comes to their customers and their business, which means having access to always-on actionable insights and analytics. Experian’s Discovery platform is here to make recurring market insights safer to access, and easier to collect and put into action. Here are 3 ways you can put Discovery to work for your marketing strategy: Subscribe! You get data-backed insights when you need them to stay up to date on what's happening with your business, customers and campaigns. For example, through mobile location data you can see which geographic areas of your market are returning to stores or still shopping online, glimpse competitor market share and more. Connect insights to your campaign. Discovery Platform is seamlessly integrated with Audience Engine to turn insights into action. This allows you to engage with your audiences via email, social, display, connected TV or whatever channels they prefer. Request a report. Not ready to subscribe? You can still get valuable on-demand reports, whether you have one or 25 target markets. Tell us your audience selection criteria, pick datasets for rich insights and Experian Marketing Services will give you actionable marketing insights for your business. Sign up for our newsletter to receive quarterly updates on what’s new at Experian Marketing Services.

Experian Marketing Services and Data Quality President Genevieve Juillard recently sat down with Zach Rodgers, host of the AdExchanger Talks podcast to discuss the future of identity, the importance of data transparency and privacy, and our recent acquisition of Tapad. Genevieve focused on the opportunity for our industry to reimagine an advertising ecosystem that is resilient and adaptable; one that takes advantage of emerging data and prioritizes data transparency and consumer privacy. She also discussed the importance of advertising strategies that put consumers at the heart of every decision and give them more control over their data. Genevieve shared with AdExchanger that Experian’s acquisition of Tapad, a global leader in digital identity resolution, was a natural fit for our company. Tapad’s approach and role in the ecosystem is very much aligned with Experian’s, which is to develop solutions that are resilient to industry and consumer changes. The combination of our capabilities supports interoperability across all types of identifiers, both online and offline, and will position us to help our clients navigate the post-third-party cookie world. To learn more about Experian’s plans to support an effective advertising ecosystem that will evolve with our dynamic industry, listen to the full podcast Embracing ‘Healthy Fragmentation’ In Ad Tech, With Genevieve Juillard.

One of the biggest challenges marketers face when planning digital advertising campaigns is getting an adequate number of impressions that yields measurable results at the lowest possible cost. As agencies, operators and advertisers are increasingly challenged about media budget, it is more important than ever to plan campaigns that generate enough information at the lowest possible cost. Through our design, deployment and measurement of advertising on a variety of platforms, Experian has developed best practices when planning digital advertising campaigns. We share some of these here, to help marketers with future campaign planning to maximize marketing effectiveness at a minimal cost. Using Path to Purchase to Determine the Right Number of Touch Points The Path to Purchase Funnel provides a framework to determine the number of touchpoints required to turn a prospect into a buyer. There are various phases the consumer goes through at each contact, and these phases dictate the number of touch points (or ‘touches’) required to induce a purchase. In the table below, we’ve described what these phases are, and the number of touch points required for those phases. The required number of touches will vary greatly among marketers, who must consider the expected time for a prospect to make decisions, competition in the marketplace, the novelty of the offer, and the level of engagement of the audience. For example, 15-second or 30-second audio and video ads played during scheduled breaks in programming may require more repetition than an ad played at a moment of high engagement, such as when the user interacts with the app, or during a “pre-roll” advertisement view prior to streamed content. Determining the Target Number of Impressions Needed to Persuade The next step involves determining how many exposures will be required to get the impressions or touch points needed to satisfy the consumer’s path to purchase. Let’s say a marketer has decided that four impressions are enough to make the case for the consumer to purchase, and that the marketer plans to reach 1 million prospects during the campaign. Perhaps the most intuitive solution is to provide four impressions for each reached prospect, such that 4 million impressions would be served during the campaign. However, during a normal digital campaign, some prospects will have zero impressions while others will have many. Because of this, we recommend planning to reach a target fraction (typically 80%) of the audience to receive the required number of impressions for purchase. The following table shows the predicted percent of audience exposed by average number of impressions served. Factoring Advertising Half-Life into Impressions Required Advertisement decay, or the fading consumer memory that reduces ad effectiveness, should also be factored into determining the right number of impressions for a successful campaign. For example, if a campaign length is planned to be 6 weeks, but the half-life of the advertisement is only three weeks, then more impressions would be needed to attain the number of touches required for the path to purchase. When planning campaigns for our partners, we adjust the target mean exposure frequency by the square root of the proportion of campaign length over advertisement half-life. For example, assuming a 3-week half-life and a 6-week campaign, we should multiply our target 5.5MM impressions by to get 7.78MM impressions. In the table below, we’ve demonstrated several scenarios of varying advertisement half-life. Other Considerations During Post-Campaign Analysis Once the campaign is completed, Experian recommends analyzing the distribution of impression frequency to determine how closely the actual impression frequencies matched to what was predicted. If frequencies do not align with the predicted, check to see if these assumptions are met: Make sure that advertising impressions are independent of each other. If rules are in place such that a prior impression affects the likelihood of a subsequent impression, this can affect the impression frequency. Check that the entire targeted population is on the ad platform long enough to be available for targeting. Some campaigns may have been instructed to be deployed in phases, which could limit the number of impressions to be delivered. Confirm that exposures can only occur one at a time, so that the impressions are deployed at distinct time intervals, giving the consumer the opportunity to view the advertisement Planning a successful campaign is critical for a test-measure-learn environment for an agency, operator, platform or advertiser. While initial up-front costs can be expensive, the long-term value to the business is significantly greater if tests are designed and administered appropriately. As a result, spending a little extra time thinking about your consumer’s path to purchase, exposure frequency, and the half-life of your advertisement can pay significant dividends in developing your digital advertising strategy.

QSRs have emerged as superheroes during the pandemic, creating an entirely different consumer experience in record time by offering contactless delivery, curbside pick-up, and other innovations that have allowed them to stay open and operational when so many other businesses have shuttered. But as many states are still moving through their phased re-opening plans and more options become available to consumers, QSRs are challenged with keeping their momentum going. How can they continue to build on their success? The key is activation. Advertising on the right channels at the right time. The more QSRs can offer experiences that leverage the power of data to better speak to their customers and address their unique needs, the better chance they have of continuing to succeed in these unwieldy times. As we move into the fall and winter, and as more and more people look to QSR’s to help with their meal plans, consider the following: 1. Use data to create a more robust loyalty program. There’s no question consumers have plenty of QSRs to choose from and using a loyalty program is an excellent way to ensure they continue to view you as a preferred dining destination. But you might be surprised to learn how much of a difference it can make to your bottom line. PYMNTS reported that in 2019, Starbucks President and CEO Kevin Johnson shared how the company’s active mobile app rewards membership grew to 16.8 million users, which comprised 41% of sales in U.S. stores. The PYMNTS Restaurant Readiness Index also shows that 79.5% of QSR customers and 47.5% of QSR managers see loyalty programs as a feature that is important to a restaurant’s success. Now is a great time to review your loyalty program (or create a new one) and see if you can expand it to offer more perks, thereby enticing more customer interaction. A strong loyalty program should include a combination of your own customer data, enriched with third-party data for deeper customer insights, such as behavior, lifestyle and interests. 2. Make it easy for customers to order, purchase and pick-up with mobile ordering. Mobile ordering is no longer the wave of the future—it’s part of the new now. PYMNTS reported that Dunkin’ Brands CEO Dave Hoffmann noted on-the-go ordering experienced an average weekly sales increase of 25% year over year—and this growth was especially key in locations without a drive-through. For customers who want an easy option that allows them to order, pay and pick-up at curbside, mobile ordering is the ultimate in simplicity, and your data can help you determine who is most primed to take advantage of this option so you can push it directly to them. 3. Offer demographic and location-specific promos. The power of data can help you know a lot about your customers, from age and occupation to whether or not they have a family, how they spend their time, and how much of that time is spent at your competitor’s restaurant. This data can help you craft promotions that can speak directly to your consumer, ensure you’re advertising on the channels they prefer and frequent and get them in your door. When you know you cater to parents who are tired of a long day of homeschooling and work Zoom meetings, you can tailor and execute a promo campaign that speaks directly to their needs and deliver it to their preferred channel, encouraging them to skip cooking and order from you instead. Or maybe you have locations that are close to college campuses, allowing you to entice students with a two-for-one deal they just can’t pass up. And as offices start the slow process of opening back up, there’s an opportunity to welcome workers back to the neighborhood with a special curbside or delivery pick-up deal. 4. Ensure your customer knows your brand values. More and more, consumers are becoming conscious of who they spend their money with and why. As Longitude Design points out, this is something Ben & Jerry’s does exceptionally well, and their value message is spread across everything the brand does, from their scoop shops to their store-bought pints to their company-branded events. This is your opportunity to share what you value as a company and a brand, and how it aligns with your consumer’s lifestyle. Is your food sustainably sourced? Is your packaging environmentally friendly? Be transparent about your supply chain, share how you care for your employees, give some insight into the prep process behind your food, as these insights will help your consumer gain trust in you, which in turn creates loyalty. Social media is a great way to get the word out about your value-based operational initiatives. To learn more about how you can use data to build on and enhance the new customer QSR experience, visit our Restaurant Marketing Solutions page.

Cross-device matching and pixel-based foot traffic attribution reporting empower digital marketers with greater control of location-based campaigns.RALEIGH, N.C. (PRWEB) AUGUST 04, 2020 Tapad, part of Experian a global leader in digital identity resolution, and Reveal Mobile, a leader in location-based marketing, today announced a collaboration that combines Tapad's digital cross-device matching technology and pixel-based attribution features with Reveal Mobile’s VISIT Local, the software that hundreds of digital agencies and brands use for location-based analytics. The partnership is designed to drive improved performance by optimizing ad targeting and messaging for location-based campaigns. Powered by Tapad’s privacy-safe cross device matching, marketers using VISIT Local to power location-based campaigns can enhance how they reach shoppers. When one member of a household shops for groceries, clothes, household goods or any other consumer item, a conversation between multiple members of the household typically takes place beforehand. With cross device matching, marketers can reach everyone who has influence over what to buy and where to buy it. VISIT Local users can expand location-based services with a single click to include devices that share the same household, including targeting across multiple devices owned by the same user, allowing advertisers to maximize messaging and increase their share of wallet among consumers. “VISIT Local has always given our customers access to high-intent location-based audiences. With the addition of cross device matching from Tapad, advertisers can boost audience sizes up to 300 percent while maintaining full confidence in quality and relevance,” says Brian Handly, CEO of Reveal Mobile. “VISIT Local users can now apply multiple criteria and attributes to a single location-based audience, giving them the advanced control and transparency they need.” As reliable attribution becomes increasingly complex for marketers and ad buyers who need to prove value, the addition of Tapad’s pixel-based foot traffic attribution to VISIT Local enables the measurement of actual campaign effectiveness by tying ad views to in-store foot traffic. This new feature, which will be available in VISIT Local this fall, lets Reveal Mobile customers understand who visited a retail location as a result of being served an ad, providing a more accurate view into return on ad spend during and after advertising campaigns. “Tapad’s goal is to empower marketers with digital advertising efficiencies at scale across devices,” says Mark Connon, COO of Tapad. “With cross device matching and pixel-based foot traffic attribution, marketers using VISIT Local can better address the consumer’s preferences and habits, and deliver them consistently actionable information on user behavior. These capabilities advance location-based advertising in ways marketers need and want.” In addition to these new features, VISIT Local’s location-based audience builder now enables marketers to create custom audiences made up of people who have visited different places on different dates. This gives VISIT Local users the ability to segment and create the most highly targeted audiences possible. For example, a marketer who wants to advertise for a chain of restaurants can easily target visitors of different competitors in different cities. Or a marketer who wants to advertise vacation destinations can target people who have been to various resorts at different times of year. Or a marketer who wants to advertise the release of new music can target people who have been to concert venues in different cities on different dates. “Many of our customers need to create highly custom audiences so they can run experiments, test messaging, and run increasingly competitive campaigns,” says Handly. “Everyone who uses VISIT Local can now apply multiple criteria and attributes to a single location-based audience, giving them the advanced control and transparency they need.”To learn more about Tapad’s digital identity resolution products, visit our identity solution page. To learn more about Reveal Mobile’s location-based marketing offerings, visit http://www.revealmobile.com. About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About Reveal MobileReveal Mobile is a leader in location-based marketing, analytics, audiences, and attribution. Creator of VISIT Local, VISIT Match and VISIT Data, the company’s products help digital agencies, brands and retailers of any size leverage location data to understand and reach the right audiences. Reveal Mobile is CCPA compliant and a member of the Network Advertising Initiative, which conducts an annual privacy certification. The company is based in Raleigh, NC. For more information, visit https://revealmobile.com. Contact us today

Tapad, part of Experian, integrates with MediaJel's current advertising solutions will enable U.S. brands to benefit from improved cross-device reach and targeting capabilities NEW YORK, April 14, 2020 /PRNewswire/ -- Tapad, part of Experian and a global leader in digital identity resolution, has partnered with MediaJel, a leading provider of advertising and marketing solutions for regulated markets. The partnership will enhance MediaJel's current offering, enabling brands to further improve their digital marketing campaigns, and thereby, return on investment. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will complement MediaJel's state-of-the-art advertising solutions to identify and resolve fragmentation created by a consumer's researching and purchasing behavior across multiple digital devices. For MediaJel, this provides customers with an opportunity for incremental efficiencies across a number of use-cases, including reach extension, targeting, ad frequency capping, suppression, and attribution. Dash Rothberg, Senior Vice President of Strategic Partnerships at MediaJel commented, "With an endless list of considerations across consumer behavior, marketing fragmentation, and today's ongoing device proliferation - optimizing digital campaigns can be challenging for most brand advertisers. We partnered with Tapad after testing multiple cross-device solutions in the market but concluded that The Tapad Graph provided us with a blend of scale, quality, flexibility, and privacy-safe data to meet our customer needs." Mike Dadlani, Vice President of Agency Partnerships at Tapad added: "Our partnership with MediaJel is an exciting one. Not only will their portfolio of clients be enabled to more effectively execute and optimize cross-device campaigns, but they will also realize longer-term benefits from improved attribution and consumer insights." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About MediaJel Founded in 2017, MediaJel acts as a full-service agency that provides advertising and marketing solutions from brand building and search optimizations to campaign execution and online-offline attribution. Built with proprietary technology, the MediaJel.io platform leverages unique actionable data for brands and agencies to effectively execute high-performance marketing campaigns. With "Data Ethics" being the core of the business, all aspects are brand safe and compliant for regulated industries. Contact us today!

Tapad's digital identity resolution offering enables Gimbal's platform to provide expanded insights for campaign optimization to U.S. brand and agency clients NEW YORK, Feb. 11, 2020 /PRNewswire/ -- Tapad, part of Experian and a global leader in digital identity resolution, announced their partnership with Gimbal, a leader of location-powered marketing and advertising solutions. Gimbal now leverages Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, to further enhance its footfall attribution solution, Arrival.  Arrival delivers dwell-based attribution for in-store foot traffic and by leveraging the Tapad Graph, Gimbal provides customers with a more holistic, attributable understanding of consumers across multiple devices, like desktop, smartphone, and tablet. With this, Gimbal's clients are enabled to make more informed media planning decisions for programmatic activations across the web, and mobile apps.  "Today's consumers are utilizing their digital devices for research and comparison shopping before making a purchase. By leveraging The Tapad Graph, Gimbal's clients gain an even more complete view of the consumer decision journey across devices," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad.  "With the number of devices per individual rapidly increasing, understanding the customer decision journey is becoming more complex," said Kyle Wendling, SVP of Product at Gimbal. "We're excited to partner with Tapad to continue engaging consumers across multiple devices." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, Denver, London, Oslo, Singapore, and Tokyo. About GimbalGimbal translates location data into intent, measurement, and insights to help organizations transform their businesses, maximize marketing relevance, and humanize messaging for consumers. Gimbal is headquartered in Los Angeles and provides advertising and marketing technologies to the world's leading brands and retailers interested in understanding the physical world. To learn more, visit https://gimbal.com. Contact us today!