Home Mobile Traasdahl Starts TapAd – A Mobile Demand Side Platform

Traasdahl Starts TapAd – A Mobile Demand Side Platform

SHARE:

TapAdToday, a new ad technology start-up, TapAd, announced its formation and its list of investors which includes well-known entrepreneurs from AppNexus, Clickable, Simulmedia and more. In the press release, the company positions itself as “the first real-time advertising platform for iPhones, iPads, Androids and smartTVs.” Read the release.

Are Traasdahl, CEO of TapAd and former CEO of Thumbplay, briefly discussed his new company and his views on the mobile ad space.

AdExchanger.com: Your group of initial investors contains several well-known digital ad tech players. Why choose them? What is the total raise?

AT: We are very excited to partner with some of the most incredible online ad tech and mobile entrepreneurs. They have shaped the online and mobile
industries, and we are humbled to have them help us go after this big
opportunity. We are not disclosing the funding amount at this stage.

Can concerns around tracking be balanced with the need for better targeting in mobile?

Finding that right balance is very important in the mobile space. The mobile phone is a highly personal device, so the consumers’ interests will need to come before the advertisers’ and even better if the advertiser can provide the consumer with convenience or value. We believe that anonymized targeting can be done to protect user privacy while still improving the quality of advertisements for users and improving the value for advertisers.

Why is the DSP model good for mobile?

Real-time, data-driven audience buying has been a massive trend in the online ad market the last few years, and it has increased efficiency and targeting in the ecosystem. We believe the mobile space will benefit from this same efficiency, so we have built technology to allow for this type of buying in mobile. The end result will be higher ROI and efficiency for advertisers, more relevant advertising for users, and better monetization for publishers.

How will you differentiate TapAd?

We plan on sharing more product and technology details in the next release, so coming soon!

What’s your view on mobile advertising, in general? Is it “here”, next year, etc.?

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

I’ve been in mobile since 1998, and for the last 12 years, we have all been saying, “Next year is going to be big”. Now it’s finally happening.

Last year, there was huge growth on the mobile advertising side, and usage of smartphones and tablets is continuing to explode. Ad spend ultimately follows eyeballs, so if we are able to recreate the sophistication you see in online ad tech in the mobile space, the mobile advertising will hit mainstream soon.

By John Ebbert

Must Read

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.