This document discusses the challenges marketers face with cross-platform consumers who use multiple devices. It introduces Tapad as a solution that builds a predictive algorithm and device graph using 200 billion data points to bridge devices and provide a unified view of consumers across platforms. Case studies show Tapad's cross-platform retargeting increased conversion rates by up to 8x compared to contextual targeting on single platforms.
2. “Digital Natives switch their attention between
media platforms (i.e., TVs, magazines, tablets,
smartphones) 27 times per hour, about every
other minute!”
http://www.mediapost.com/publications/article/172988/fickle-digital-natives-switch-platforms-every-ot.html#ixzz1uTDQN
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3. A complete change in consumer behavior: We are all
multi-tasking on multiple screens throughout the day
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4. However, multi-screen usage creates a real problem for marketers:
NO CROSS-PLATFORM IDENTIFIER (“COOKIE”)
=
YOU APPEAR TO BE MULTIPLE PEOPLE TO
TRADITIONAL ADVERTISING & INTERNET TECHNOLOGY
Result: As an advertiser, you travel 15 years back in time….
No cross-platform re-targeting, no message sequencing, no content
optimization and not even frequency capping across screens
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5. Solution:
A UNIFIED VIEW OF A CONSUMER
ACROSS ALL SCREENS
A UNIFIED VIEW SOLVES CROSS-PLATFORM CHALENGES IN
ADVERTISING, COMMERCE AND CONTENT
HOWEVER, IT’S A TAD HARD IF CONSUMERS ARE NOT LOGGED-IN
ON EVERY DEVICE….
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6. What is Tapad?
“The Tapad Device Graph Technology Gives Marketers and Publishers
a Unified View of a Consumer Across All Screens”
Tapad bridges devices together to create a Device Graph which enables Cross-Platform
Targeting and Analytics
• Cross-device audience buying and re-targeting between screens
• Message sequencing and frequency capping
• Cross-platform attribution analytics and brand studies
Our technology solution currently implemented with the majority of the largest advertisers and
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7. How do we do it?
We’ve built a predictive algorithm that processes
200 Billiondata points per month to bridge devices
• Data Co-op model with our partners in the eco system where we are processing
200 Billion Data points per month
• Huge scale, with 700 Million devices in the Device Graph today
• Praised in AdAge for our thought-leadership around Privacy: No personally identifiable
information combined with complete transparency and opt-out control for the consumer in
a partnership with DAA and Evidon Confidential
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8. C s : C o s la r r ta g tin ish h
a e r s -p tfo m e r e g ig ly
e c ein d iv ga d n l c n e s n
ffe tiv r in d itio a o v r io s
TOP AUTOMOBILE CLIENT #2
Imp conversion rate in r a e b 8 xusing cross-platform retargeting
c e s d y .7
vs. contextual targeting*
8 x
.7
in r a e
ce s
* Tapad is the first company to ever provide these metrics to marketers, so our reporting methodology continues to 8
be refined and data is directional.
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9. C s : M s a in tou e sa r s m ltip
ae esg g s r c o s u le
d v e s n a tly in r a e c n e s n r te
e ic s ig ific n c e s s o v r io a s
TOP AUTOMOBILE CLIENT #1
When users were exposed to ads on both computer and mobile/tablet
devices, conversion rate for unique users in r a e b 4 xwhen
c e s d y .3
compared to exposure on only computers*
4 x
.3
in r a e
ce s
* Tapad is the first company to ever provide these metrics to marketers, so our reporting methodology continues to 9
be refined and data is directional.
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10. TAPAD-AT-A-GLANCE
• Investors: TechCrunch called it a “A hell of a list…” of online entrepreneurs. VCs include:
Firstmark Capital (Pintrest, RiotGames, Lot18) and Avalon (Zynga, Tacoda)
• HQ in NYC with offices in Detroit, Chicago, San Francisco, Los Angeles and Miami
• Customers: big publishers and every major advertising agency and 40 of the 50 largest
advertisers in the US, including in the following verticals:
Telecoms
Financial Services
Media and Cable
Automotive
Entertainment
Retail and Consumer Goods
Travel/Airline
• According to AdAge:
Tapad has “a serious piece of weaponry”
…the end of “spray and pray” mobile advertising
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11. Thank You!
Are Traasdahl
Founder / CEO
are@tapad.com
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Notas del editor
Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox