Marketers Using Centro’s DSP Basis Can Leverage Tapad’s Technology for Extended Cross-device Reach Chicago – May 15, 2018 – Centro, a provider of enterprise-class software for digital advertising, today announced that its Basis programmatic ad platform has licensed cross-device marketing technology from Tapad, a part of Experian, the company reinventing personalization for the modern marketer. Media professionals using Basis can now drive better performance by identifying a person across the different devices he or she uses, serving ads in the most optimum environment, then analyzing performance to see what ad worked best based on creative, device, location and time of day. Today’s digital media ecosystem is fragmented. People consume content on their multiple devices from multiple locations. According to digital analytics firm GlobalWebIndex, a typical consumer owns three digital devices and has seven digital ID’s active in the last 60 days. Advertising technology that treats every device as a single user would not be able to guide customers down the marketing funnel according to how users jump from one device to the next. Furthermore, they wouldn’t see when conversions occur on a device different from that in which the ad was first shown to the user. The Tapad Graph identifies the point of conversion across all screens - smartphones, tablets, home computers, and smart TVs - so that marketers can better gauge the efficiency and return on ad spend. “Our technology helps brands gain a deeper level of understanding of their customer, enabling marketers to better deliver services and products users want,” said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships, Tapad. “With our technology as part of Basis, Centro is providing robust, accessible tools for marketers that want to advance their knowledge of the consumers they want to reach.” Centro’s Basis enables advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. It is the only platform that combines all of these elements with cross-device conversion attribution and advanced reporting features in a DSP. With the Tapad Graph integrated into Basis, marketers can now identify consumers across all of their devices during any point of the consumer journey. This can help marketers determine ad spend effectiveness for optimizing campaigns in real-time or for the future. Other cross-device marketing capabilities for Basis users include: Frequency Capping: Apply frequency caps at a unique person-level rather than at a device-level to prevent saturating users with ads and showing them more impressions than desired. Audience extension: Expand the reach of a campaign by learning what other devices a single user may have, then deliver ads to single users’ other devices. Reporting insights: Learn how users interact with ads across their devices. Gain insight about how consumers respond on devices to improve targeting parameters. Conversion attribution: Record conversions on devices different from that in which the ad was displayed to learn the true effectiveness of advertising efforts. “Cross-device analytics and optimization aligns with our vision that converging the different parts of digital media to create a holistic view of campaigns will drive performance,” said Katie Risch, EVP of customer experience, Centro. “Having Tapad’s powerful capability of personalized marketing gives our advertisers high-quality data to cultivate relationships with customers, wherever they are in digital channels.” About Tapad Tapad Inc. is the marketing technology company reinventing personalization for the modern marketer through its identity-driven solutions. The company's signature Tapad Graph connects millions of consumers across billions of devices. The world's largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious and unified approach to connecting with consumers across screens. In 2018, Tapad introduced its Tapad Customer Data Platform (CDP), purpose-built to offer marketers a highly personalized and privacy-safe platform to convert first and third-party data into actionable, results-driven campaigns. Tapad is based in New York and has offices in Chicago, London, Oslo, Singapore and Tokyo. Tapad's numerous awards include: Forbes' Most Promising Companies, Deloitte's Technology Fast 500, Crain's Fast 50, TMCnet Tech Culture Award and Global Startup Award's "Startup Founder of the Year." Tapad was acquired by the Telenor Group in 2016. Telenor Group is one of the world's largest mobile operators. About Centro Centro is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with

  The concept of identity resolution has emerged over the years as a strategic imperative among marketers and technology vendors. A report by Forrester contends that accurately establishing and maintaining customer identity is one of the most perplexing challenges facing marketers today. Customers have footprints in the offline and online worlds and tend to seamlessly transition across various channels and devices – presenting a unique challenge to truly understand who they are. But the ability to stitch these disparate components of information together means marketers can make better decisions and have more meaningful interactions with their customers. And for customers, this means an experience with personalized advertising content more likely to resonate with them.    Why should marketers prioritize identity?  The ability to accurately identify customers is the most basic prerequisite for marketing analytics, orchestration and execution. As such, it is becoming increasingly important for brands and marketers planning to link together disparate systems of audience insights and engagement to foster a more seamless and personalized omnichannel customer experience. For example, if an advertiser can identify a customer’s interests, as well as how that person prefers to consume information, then the advertiser can create and deliver messaging that will resonate with the customer. However, like most competitive differentiators, the mission critical components to accurately determine an identity reside within the suite of identity management tools at the marketers’ disposal and the expertise required for proper execution – a struggle for most marketers. But when properly implemented, a comprehensive customer identity strategy can be among a brand or marketer’s most valuable and proprietary assets.    Where to begin with identity resolution?   With the convergence of CRM platform data, cross-channel online touchpoints, offline record linkage management, probabilistic cross-device graphs, and data onboarding—evolving from point solutions to unified platforms—marketers are faced with an increasingly complex set of challenges in addressing and solving for customer identity management. To properly implement from the get go, and to avoid having to bolt on disparate technologies down the road, emerging industry trends and success stories suggest marketers need a neutral technology service provider that can provide each of these solutions via a single, unified platform. A vendor that can build a solid identity management foundation comprised of omni-channel targeting and attribution, cross-device resolution, online-offline linkage management, and data onboarding form the nexus of a cohesive identity strategy, built to last.    Experian helps connect consumer identity   As a trusted name in data and information services for more than 40 years, we are committed to privacy by design and the responsible usage and security of data. Whether you’re a brand, agency, or publisher, Experian has the wide-ranging toolset to help you put people at the heart of your business and make better marketing decisions. By harnessing the power of the sum of these parts, fusing both offline and online identifiers and attributes, Experian has established a leadership position in identity management. If you're ready to begin building your identity foundation, contact us and get started today!  Learn more about why identity matters to marketers and consumers, here!   

Partnership Yields Increased Match and Connectivity Rate Through Tapad Graph, acquired by Experian March 27, 2018 — New York, N.Y. — Tapad, part of Experian, is reinventing personalization for the modern marketer and today announced the impactful results of its strategic partnership with Flashtalking, the leading global independent platform for ad delivery, unification and insights. Flashtalking is one of Tapad's most engaged partners, using the Tapad Graph to unify cross-device engagement and identity-driven consumer behaviors for attribution modeling. The company leverages a unique identifier that, in conjunction with Tapad's Graph, provides robust multi-touch attribution solution for its clients. This partnership has resulted in above-industry match and bridge rates for Flashtalking and its customers. Overall, the Tapad Graph yielded a 71 percent match rate with 41 percent of converters engaging on multiple devices, highlighting the importance of cross-device measurement. Tapad’s identity solutions provide Flashtalking with a more holistic view of global engagement. Flashtalking marries ad server log file data with the Tapad Graph to connect all interactions in the consumer journey. This enables Flashtalking to provide more accurate and impactful cross-device attribution, which ultimately enables better optimization. These achievements have led to recognition of Tapad and Flashtalking’s work by the I-COM Global Forum for Marketing, Data and Measurement. “Tapad allows us to understand user engagement across devices and platforms at both the household or individual user level, which is extremely beneficial when providing marketers with true path to conversion and attribution,” said Steve Latham, global head of analytics at Flashtalking. “Since our relationship began, we’ve successfully leveraged Tapad data to provide more accurate, actionable insights that have helped numerous brands achieve substantial gains in media effectiveness.” Flashtalking client Michael Lamontagne, SVP of analytics and CRM at 22squared says “We are big believers in using cross-device insights to improve our campaigns. Flashtalking has been a strategic partner in the pursuit of that goal. By incorporating the Tapad Graph, Flashtalking delivers powerful insights into user engagement and media attribution across browsers and devices. Of equal importance, their bundled solution makes it easy and efficient, saving our team countless hours of busy work.” “Our ongoing work with Flashtalking has had a significant impact on the accomplishments we’ve achieved,” said Chris Feo, SVP, strategy & global partnerships at Tapad. “Being able to grow with a dedicated partner that leverages our proprietary technology in unique ways has helped us uncover the global impact our services can have on a business. We’re proud to drive success for Flashtalking’s clients on a global scale.” Contact us today

Digital Marketing Challenges Are you new to digital marketing? If you answered yes, then you may already know this is a complex world made up of cookies, pixels, attribution, and unique KPIs. With nearly 10 years of advertising experience, Experian is familiar with the challenges advertisers face as they prepare for their first digital marketing campaign. Those challenges include: determining a target audience, justifying data fees for targeting, sending a consistent message to every channel and measuring the success of a campaign. Of these challenges, creating an accurate, data-driven target audience and understanding the attribution process are the two most common. Coincidentally, these two challenges tend to be the most difficult to overcome and have the highest impact on a campaign’s success.  1.) Creating an accurate, data-driven target audience Understanding the basic demographics of your customer is the first step in the audience creation process. Your next step should be to understand your customers’ lifestyles, purchase behaviors, and current interests. By truly knowing your customer, you are then able to build out a multi-channel targeting strategy comprehensive of not only basic demographics and past behavioral data, but current behavioral trends that lead to individuals who are in market for a product or service. This reduces irrelevant marketing to individuals who may have the demographic characteristics, but are not yet in market. Overall, creating a relevant target audience saves media spend by focusing on targeting tactics that have a higher potential for success.  2.) Understanding the attribution process Now that you have your target audience, you need to determine how to measure the success of your campaign. Is your goal to increase online purchases? Drive store visits? Or, do you want your overall revenue to grow by a certain amount? Before launching your campaign, make sure you have a clear goal as well as a plan for measuring whether or not you meet your goal. Most digital marketers will judge the success of a campaign by online events, such as site visits, form completions, or online purchases. However, you may also want to measure offline metrics like phone calls or in person visits to a brick and mortar store. Offline metrics are essential to campaign performance, but are frequently over looked. Experian’s OmniActivation Strategic Services recommends having one clear goal that can be accurately measured. This ensures your campaign’s target audience and optimizations support the metric that will ultimately determine the success of your campaign.

Every day it seems, mobile device fragmentation increases. With consumers spending their time online across multiple devices - phones, tablets, over-the-top TV devices, gaming consoles, a nascent, yet growing internet-of-things, and a variety of other internet connected devices – the challenge of keeping up with consumers continues to be a daunting one. The industry has, of course, adopted many different identity solutions and cross-device technologies. Perhaps you’ve adopted some of them. Perhaps you feel like they are working. But perhaps you feel you could be doing a better job at connecting the dots. Marketers require solutions that can truly unify identities across channels and devices in order to understand consumer behavior, predict intent, and ultimately reach them with relevant communications. The easier it is to do that, the better. So, consider a couple scenarios and see how well are you doing. Within your core CRM data, are you able to connect your email subscribers to your in-store customers, all without relying on a loyalty program? Can you do this all the way down to an individual level? And are you leveraging this connected identity information to inform future online targeting? This kind of PII-based identity management is foundational to consumer engagement! Next scenario. Are you an app publisher? Or a media platform? Or any other type of organization that has a steady stream of device data? How much do you know about the consumer behind the device? Behavioral information is certainly a step in the right direction. But what about known consumer insights? How deep is the profile of information you’ve built for each device? Does it include both online and offline insights? Done in a compliant manner? There are a myriad of different techniques and approaches available to you to keep up with consumers. If you’re considering implementing a new strategy in the near future, or have questions about your current ones, contact Experian  and we can help assess the opportunities available to you.

The Tapad Device Graph™ Complements Freckle’s IoT Capabilities to Extend Scale and Precision of Audience Data New York, NY — December 6, 2017 — Tapad, part of Experian, is the leader in cross-device marketing technology and Freckle IoT, the global leader in multi-touch, offline attribution, today announced they are partnering to provide brands with a holistic and insightful view of their customers, in predefined locations in all global markets. Starting today Freckle IoT will be leveraging the Tapad Device Graph™ to supplement the company’s data set to offer brands more granular attribution data. Consumer’s online behavior is becoming more and more complex, with the average consumer owning three or more devices and 35 percent of consumers converting on a different device from the one on which they started their research. These interactions become even more complicated when considering how online interactions and media impact offline sales. The collaboration between Tapad and Freckle, which combines Freckle IoT’s persistent location data with Tapad’s proprietary cross-device technology, is an important step in empowering brands with the information they need to better understand how digital media, consumed across multiple devices, is impacting offline attribution. Using its opt-in, first-party data, Freckle IoT helps brands measure the effectiveness of their advertising by independently matching media spend to in-store visits. Tapad’s technology extends Freckle’s data-set by allowing brands to access additional deterministic and probabilistic data, at scale and across all devices, to analyze consumer behavior ahead of in-store purchase. “Combining our technology with Tapad’s identity-driven solutions was a natural fit for our business,” said Neil Sweeney, founder and CEO at Freckle IoT. “With our unbiased, agnostic measurement and Tapad’s precise and privacy-safe data set, we knew this partnership would be a strong complement to providing more effective results for the needs of our brand partners.” “Freckle IoT is a valuable partner for Tapad as our cross-channel attribution capabilities continue to expand at global scale,” says Chris Feo, SVP, strategy and global partnership at Tapad. “Marketers today need a tool that can address the online and offline disconnect throughout the consumer journey. Freckle’s IoT innovations combined with the Tapad Device Graph help address this need by providing brands, across multiple verticals, accurate and precise identity-driven data powered by true consumer behavior — online and offline.” For more information about the Tapad Device Graph™, or to request a demonstration, contact us. For more information on Freckle IoT’s measurement offerings, please visit www.freckleiot.com.

London – 24 November, 2017 – Tapad, part of Experian, is the leader in cross-device marketing technology and continues to broaden its reach across EMEA. The business today reported a 20 percent growth in the scope of its regional device graph, a data set used by organisations to map consumers to their devices, enabling better, more personalised cross-device marketing. This news complements Tapad’s recent expansion of its UK team with the hire of experienced solutions engineer, Davide Rosamilia. As the demand for cross-device technology solutions continues to grow around the globe, coupled with the emergence of regulations such as Europe’s General Data Protection Regulation (GDPR), Tapad is committed to offering suppliers the greatest level of insight without compromising consumer privacy. Since Tapad started licensing its proprietary Tapad Device GraphTM just over a year ago, demand for the company’s technology has experienced significant growth. New supply partnerships and proactive data sourcing have also meant an increase in devices across key markets, which contribute to the overall 20 percent growth of the EMEA device graph, including a 44 percent increase in the U.K., 47 percent in France, and 85 percent in Germany. “We’re continuing to invest heavily in growing our regional device graph, allowing us to better meet the needs of EMEA marketers as they strive to reach individuals with greater precision in some of the most tightly regulated marketplaces worldwide,” said Tom Rolph, VP EMEA, Tapad. “This year, we have also welcomed 10 new data suppliers whom we’ve helped to increase cross-device amplification, attribution and audience extension, helping to further set us apart in the marketplace and successfully expand our EMEA presence.” Available around the world, the Device Graph provides access to Tapad’s globally compliant and privacy-safe datasets across EMEA, APAC and the U.S., and offers deeper knowledge of consumer preferences, purchase intent, and conversion behaviors. “Tapad has shown a unique ability to adapt to the nuances of the local EMEA market and display impressive growth without sacrificing dedication to privacy,” said Alistair Hill, CEO and Co-founder at On Device Research. “When we started vetting technology vendors, we needed to be sure that we selected a partner that could offer compliant and privacy-safe datasets to operate within our stringent data standards. Tapad’s probabilistic solution offered us greater scale, greater device reach, and increased engagement without compromising on privacy.” For information more about the Tapad Device Graph™, or to request a demo, contact us today. Get started with us

The Tapad Device Graph™ Will Expand Sizmek’s Cross-Device Reach and Improve the Efficiency and Precision of Digital Advertising NEW YORK, November 16, 2017 -- Tapad, part of Experian and a leader in cross-device marketing technology, today announced a new global partnership with Sizmek, the largest independent buy-side advertising platform delivering impressions that inspire. By integrating the Tapad Device Graph™, Sizmek will enhance its AI-powered predictive capabilities to deliver accurate, cross-device messaging at global scale in a privacy-safe environment. Combined with Sizmek’s existing data enablement, creative optimization and media execution capabilities, the proprietary Tapad Device Graph improves the efficiency and precision of digital advertising by accurately matching people and devices. This enables advertisers to get a clear view of individual customer journeys, achieve scale without compromising on efficiency, and uncover new opportunities for conversion. Sizmek’s customers will have access to Tapad’s globally compliant and privacy-safe datasets across the Americas, EMEA, and APAC. With deeper knowledge of consumer preferences, purchase intent and conversion behaviors, Sizmek and its customers are able to enhance advertising strategies including cross-device audience identification and more. “Tapad is known for their strong cross-device capabilities, and their offering is an excellent addition to our growing program for best-of-breed data and measurement partners" says Mike Caprio, Sizmek’s Chief Growth Officer. “For our customers, this partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimization, data enablement and media execution." “Sizmek’s adoption of industry-leading AI and machine learning campaigns will be a great complement for the Device Graph,” said Chris Feo, SVP, strategy & global partnerships at Tapad. “Our ability to create smaller, more customized segments in conjunction with Sizmek’s AI modeling will deliver efficiency, effectiveness and increased ROI for marketers worldwide.” This partnership comes at a time of a massive shift in the marketing technology industry. Companies like Tapad and Telenor, as well as Rocket Fuel and Sizmek, are joining forces to adopt those technologies that are most efficient and accurate at reaching consumers at scale in a personalized and non-intrusive way. The combination of Tapad and Sizmek’s offerings will provide international marketers with exceptional resources to lead a more cost effective and results driven campaign. For information more about the Tapad Device Graph™, contact us today. Get started with us

The Tapad Device Graph™ increases Throtle’s amplification by 475 percent. NEW YORK, Nov. 1, 2017 /PRNewswire/ -- Tapad, now a part of Experian, the leader in cross-device marketing technology, today announced a partnership with Throtle, a leading data onboarding company. The Tapad Device Graph™ will enhance Throtle's best-in-class onboarding capabilities by providing accurate and privacy-safe cross-device reach as well as precise audiences at scale. In partnership with Tapad, Throtle will deterministically link its services to a corroborated individual with hundreds of targeting attributes. This linkage allows Throtle to offer true cross-device identity management and identity resolution services to accompany its robust onboarding capabilities. Throtle will also work with Tapad to validate its device graph, building larger, more comprehensive audience segments. To date, the Tapad Device Graph™ has connected 61 percent of Throtle IDs to related ones in the graph, with an average amplification rate of 475 percent for Throtle's IDs, or 4.8 new IDs per each of Throtle's. Throtle has also seen its overall match rates involving Tapad's identity insights rise an average of 15 percent since the inception of the partnership. More specifically, Tapad's mobile advertising IDs (MAIDs) have increased Throtle's in-app identity inventory by 35 percent. "Tapad has proven to be a trusted source for cross-device matching and has a tremendous reputation in the advertising and marketing technology industries for delivering superior precision and scale with the utmost dedication to privacy," says Paul Chachko, CEO, Throtle. "Since we first began our test phase, and continuing through to this day, Tapad has met and exceeded our expectations for what a partner should be." With Tapad's strong commitment to precision and accuracy, Throtle was confident that this partnership would prove to be the right choice for the strategic expansion of its platform. Not only does Tapad deliver in-depth insights, parsing deterministic from probabilistic linkages, but its pool of device-level touchpoints enables Throtle to increase scale without seeing a decline in precision. "Accuracy and precision are core characteristics of our proprietary Device Graph," explains Chris Feo, SVP, Strategy & Global Partnerships, Tapad. "When Throtle approached our team, we knew we would be the right partner to assist their leading onboarding technology. We're excited to work with Throtle to achieve cross-device reach, audience scale and precise deterministic and probabilistic linkages for its clients." For more information about the Tapad Device Graph™, or to request a demo, visit https://www.experian.com/marketing/consumer-sync About TapadTapad Inc. is a marketing technology company renowned for its breakthrough, unified, cross-device solutions. The company's signature Tapad Device Graph™ connects millions of consumers across billions of devices. The world's largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious, and unified approach to connecting with consumers across screens. In 2015, Tapad began licensing the Tapad Device Graph™ and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Boston, Chicago, Dallas, Detroit, London, Los Angeles, Miami, Oslo, San Francisco, Singapore, and Tokyo. Tapad's numerous awards include: Forbes' Most Promising Companies, Deloitte's Technology Fast 500, Crain's Fast 50, TMCnet Tech Culture Award, and Global Startup Award's "Startup Founder of the Year". In 2016, Tapad was acquired by the Telenor Group, one of the world's largest mobile operators. About ThrotleThrotle is a data onboarding company focused on deterministic matching and identity resolution, empowering brands with true individual-based marketing. Our data centric onboarding approach guarantees the highest level of accuracy, scale, and responsiveness for our clients. For more information on Throtle, please visit, throtle.io. Contact us today!