Abakus, a leading provider of marketing attribution software, today announced a partnership with Tapad, the leader in cross-device marketing technology. Through the partnership, Abakus will access Tapad’s proprietary cross-device data for a unified view of consumers across screens.
“We see three major shifts driving the need for marketing measurement evolution: fragmentation of media sources and channels, increased real-time, actionable insights and device fragmentation,” said Alex Saldanha, Co-founder and CEO, Abakus. “Partnering with Tapad, the leaders in cross-device, we’re able to directly address the need for a cross-device view, a core requirement of our customers.”
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 to achieve meaningful scale and accuracy in a privacy-safe setting. Nielsen recently confirmed Tapad’s cross device accuracy to be 91.2%.
“Abakus has taken an innovative approach to solving marketer’s measurement and attribution challenges,” said Are Traasdahl, Tapad Founder and CEO. “As our industry continues to evolve and grow, we love working with companies, like Abakus, that are pushing for a more unified, open marketing ecosystem.”
Abakus is a marketing attribution and optimization company. Abakus provides easy to use and powerful software built on game-theory that explains what marketing activity is driving sales, and why. Brands and advertising agencies leverage actionable recommendations, delivered in real-time, to increase sales and efficiency. Abakus is headquartered in Emeryville, CA. To learn more visit www.abakus.me.
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.”