are traasdahl founder & ceo dag liodden co founder & cto headquarters new york ny revenue 23 million 2013 1 number of employees 82 1 website www.tapad.com tapad inc. is a venture funded startup company that develops and markets software and services for cross device advertising and content delivery . it uses algorithms to analyze internet and device data and predict whether two or more devices are owned by the same person . participating websites and apps then cater their advertisements based on a collective knowledge of the user s actions across all of their devices . tapad was founded in 2010 by are traasdahl . it raised 1.8 million in funding in june 2011 and another 6.5 million in march 2013 . telenor group has on 29 january 2016 entered into an agreement to acquire approximately 95 % of tapad inc. the purchase price is usd 360 million on a debt and cash free 100 % basis . contents 1 history 2 software and services 3 privacy 4 references 5 external links history edit the idea for tapad was conceived by cofounder and ceo are traasdahl at the consumer electronics show ces . he saw attendees switching between televisions laptops and smartphones and thought that brands should be able to cater their ads to individual users even as they switch between devices . 2 cofounder and cto dag liodden traasdahl and four others began developing algorithms for the software 2 and founded tapad in 2010 . 3 it took almost a year for the company to obtain its first client but afterwards the organization grew quickly . 2 in 2011 it raised 1.8 million in funding 4 and opened five more sales offices in major us cities . 2 from mid 2012 to mid 2013 the company hired 44 people and moved its headquarters to a larger office in new york city . 2 another 6.5 million in funding was raised in march 2013 5 and 7 million was raised in july 2014 to fund additional expansion in europe . 6 an additional 18.5 million in funding was raised in july 2015 . 7 on january 29 2016 telenor group entered into an agreement to acquire about 95 percent of tapad inc. for 360 million . 8 9 software and services edit tapad uses data such as cookie ids operating system ids 3 4 ip addresses 10 online registrations 2 and data from partnering publishers 3 to develop a probability that different devices are shared by the same person or household . 10 according to tapad none of the data contains personally identifiable information pii . 2 in a data sample tested by nielsen tapad accurately identified users across devices in 91.2 % of cases . this is only slightly less than deterministic methods which require pii . 11 tapad is used for advertising to consumers across devices where a user is shown an ad on their mobile or tablet device based on websites they visited on a desktop 4 10 or based on a usage behavior that matches an advertiser s target audience . 12 for example if an android phone visits a website shortly after a desktop pc from the same home network tapad will assess that there is a high probability that the two devices are operated by the same person and will show them similar ads on both devices . 4 according to the company website its services also include cross device analytics for things like location timing user behavior and audience analysis . 13 in early 2015 tapad partnered with placed a company that specializes in the measurement of in store visitation by consumers then introduced features and services that attempt to measure if an advertising campaign resulted in consumers visiting a business location . 14 it also introduced tv pulse a product that uses data from first party data suppliers to attempt to measure the effect of digital advertising campaigns . 7 tapad s device graph is also licensed to other technology companies and integrated into their products . 15 privacy edit advertisements using tapad usually feature a notification that explains the ad is being shown as a result of behavioral analysis 16 and provide an opt out button 2 17 in compliance with standards set by the digital advertising alliance . 16 17 the disclosure features are provided by evidon which tapad partnered with in november 2011 . 16 according to forbes tapad s burgeoning success risks irking congress regulators and privacy advocates . 18 the company s ceo says it shouldn t be a problem since it doesn t collect personally identifiable information . 18 references edit a b america s most promising companies 12 tapad forbes retrieved january 16 2014 a b c d e f g h colao j.j. ads that follow you home has tapad cracked the code of cross device advertising . forbes . retrieved september 26 2014 . a b c del rey jason . 10 startups to watch tapad . adage . retrieved january 16 2014 . a b c d schonfeld erick . tapad brings ad retargeting to mobile and 1.8 million from powerhouse investors . techcrunch . retrieved january 16 2014 . kafka peter march 21 2013 . mobile ad targeter tapad raises 6.5 million valued at 140 million . all things d. retrieved january 16 2014 . mcenery thornton july 1 2014 . silicon alley darling tapad raises 7m in capital . crain s new york business . retrieved january 5 2014 . a b loechner tyler july 2 2015 . tapad adds linear tv to measurement platform . mediapost . retrieved july 26 2015 . lunden ingrid february 1 2016 . telenor jumps into ad tech acquires tapad for 360m . techcrunch . retrieved february 2 2016 . griffith erin february 1 2016 . yes adtech is still strong in nyc . fortune . retrieved february 2 2016 . a b c the disruptors reaching customers anywhere video . cnbc . retrieved september 26 2014 . loechner tyler july 2 2015 . algorithms that learn catching up to personally identifiable information . mediapost . retrieved july 28 2015 . ante spencer . online ads can now follow you home . the wall street journal . retrieved january 15 2014 . product retrieved january 16 2013 loechner tyler july 2 2015 . linking digital ads to in store visits continues to spread tapad placed ink deal . mediapost . retrieved july 26 2015 . loechner tyler july 2 2015 . cross screen marketing tech firm tapad raises 18.5 m . mediapost . retrieved july 28 2015 . a b c smith steve november 15 2011 . tapad taps evidon for mobile opt outs . mediapost . retrieved january 16 2014 . a b meyer scott . it s time for the mobile ad industry to start taking privacy seriously . ad age . retrieved september 26 2014 . a b j. j. colao june 10 2013 . ads that follow you home has tapad cracked the code of cross device advertising . forbes magazine . retrieved march 26 2014 . external links edit official website interview with the ceo in the new york times tracking consumers across devices video . bloomberg tv . retrieved from https en.wikipedia.org w index.php title tapad & oldid 737569646 categories companies established in 2010organizations based in new york cityhidden categories good articles navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views 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