Apsalar, a global leader in mobile data management and app measurement, today announced a partnership with Tapad, the leader in unified cross-device marketing technology. The agreement fosters Apsalar ability to unite in-app and other digital customer behavior data as part of its mobile data management platform (DMP) offering.
Apsalar has long been a global leader in the mobile app attribution and tracking space. The company has recently debuted comprehensive mobile DMP services, which use mobile advertising IDs as the foundation for rich customer profiles. The Apsalar Mobile DMP will now leverage Tapad’s large and growing device graph to unite cookie-based PC- and mobile-web data with mobile app customer behavior data.
“Apsalar is focused on empowering marketers to control and fully leverage their first-party data to drive extraordinary marketing effectiveness,” said Michael Oiknine, Cofounder and CEO of Apsalar. “Cross-device matching is a critical component of this mission and we are pleased to partner with cross-device matching leader Tapad to help fulfill that essential mission.”
Tapad’s Device Graph, which operates the longest-running cross-device algorithm in the market today, interprets trillions of data points every month to determine if different devices are related (i.e., owned by the same person). The solution uses a combined data approach, leveraging both probabilistic and deterministic data modeling. Nielsen recently confirmed Tapad’s cross-device accuracy to be 91.2%. With 650% more scale than any other independently verified company, Tapad achieves both meaningful scale and accuracy in a privacy-safe setting.
“Apsalar’s ability to deliver rich in-app behavior and insights brings an increasingly important set of customer signals to clients focused on data-driven, customer-centric marketing,” said Are Traasdahl, Tapad Founder and CEO. “We look forward to the opportunity to work with Apsalar as they help clients take ownership of their customer data and derive maximum value from it.”
Apsalar, a leader in mobile-first customer data management, helps direct marketing brands get better marketing effectiveness by providing a mobile data management platform that delivers a true understanding of customer behavior in apps and across other marketing channels. The Apsalar Mobile DMP enables brands to measure marketing effectiveness, enhance, manage, enrich and segment profiles to build audiences, and easily and safely connect to other marketing partners so brands can confidently share their data and audiences. For more information, please visit www.apsalar.com.
Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers, marketing technology companies and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. Backed by major venture firms, Tapad is based in New York and has offices in Atlanta, Chicago, Dallas, Detroit, Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. TechCrunch called the powerhouse Tapad team “a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade.”