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»TapAd

The Big Story: M&A Gravy

The first half of 2020 was pretty lean. This year is on track to be the slowest since 2015 in terms of deal activity, according to LUMA Partners. But set the table and get out the gravy boat, because strategic M&A started to pick back up in Q3 and the momentum has continued into the... Continue reading »
by Allison Schiff // November 25th, 2020 //
»
Telenor has sold cross-device company Tapad to Experian, which is acquiring 100% of Tapad for a cash consideration of roughly $280 million.
Telenor Sells Tapad To Experian For $280 Million

Guess telcos really aren’t that into ad tech after all. On Thursday, Norwegian telco Telenor sold cross-device company Tapad to Experian in a transaction advised by LUMA Partners. Experian is acquiring 100% of Tapad for a cash consideration of roughly $280 million. Not too shabby for an ad tech company getting sold in 2020. Tapad’s... Continue reading »
by Allison Schiff // November 19th, 2020 //
»
Tapad CEO On Cross-Device Graphs And Where Its Data Comes From (Hint: Not Telenor)

The cross-device company Tapad was an early mover in an ongoing trend where ad tech data companies divest themselves of their media sales businesses. In January 2018, Tapad – owned by the Norwegian telco Telenor – offloaded its DSP to Brand Networks, and since then, its peers like Drawbridge and PlaceIQ have attempted similar pirouettes.... Continue reading »
by James Hercher // September 24th, 2019 //
»
Cross-Device? Nah, CDP. Tapad Launches A Customer Data Platform

Tapad launched a product on Tuesday that lets telcos stitch their first-party data to Tapad’s device graph – which Tapad will then activate through partners, including Facebook and The Trade Desk. The company is calling this service a Customer Data Platform (CDP), which is the buzzword du jour, though the vendor said it’s been working... Continue reading »
by Allison Schiff // February 20th, 2018 //
»
Tapad Is Getting Out Of The Media Services Game

Cross-device provider Tapad is offloading its media business with Brand Networks, a social marketing tech firm that serves large retail brands and enterprise clients. The deal, announced Tuesday, is structured like a partnership rather than an acquisition, said Tapad CEO Sigvart Voss Eriksen. Tapad’s managed media and creative teams will join Brand Networks to help... Continue reading »
by Allison Schiff // January 31st, 2018 //
»
Telenor Exec Takes Over As Tapad CEO, As Are Traasdahl Transitions To The Board

Tapad has tapped a new CEO. Are Traasdahl will step down as Tapad’s CEO, effective immediately, the company said Thursday. He will be replaced by Sigvart Voss Eriksen, a Telenor exec who’s been with the operator for more than 15 years, most recently as head of advertising technology. Telenor, a Norwegian telco with more than... Continue reading »
by Allison Schiff // June 8th, 2017 //
»
Better Teams Create Better Ads

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kate O’Loughlin, senior vice president of media business at Tapad. More than ever, advertisers, agencies and ad tech vendors are trying to find the best way to amplify the efforts... Continue reading »
by AdExchanger // May 3rd, 2017 //
»
A Peek Into How Telenor Is Tapping Into Its Tapad Acquisition

When Norwegian telco Telenor acquired cross-device vendor Tapad in February 2016, it seemed comparable to Verizon buying AOL. One year later however, Telenor is using Tapad's tech to drive sales and customer acquisition for its own products, rather than making its data available on the open exchange. Tapad also continues to operate as a standalone... Continue reading »
by Allison Schiff // March 20th, 2017 //
»
UK Airline Monarch Tries Cookieless Attribution To Cover Data Gap

Despite skyrocketing mobile traffic and climbing mobile conversion rates, British airline Monarch was struggling to determine precisely what was or wasn’t working for mobile media buys. “We persistently got all the data in and still faced the question: What about mobile?” said Robert Foulkes, senior marketing manager for the low-cost airline. Monarch was among the... Continue reading »
by James Hercher // December 12th, 2016 //
»
Hotels.com Turns To Tapad To Take A Vacation From The Walled Gardens

Advertising on Facebook and Google is a foregone conclusion for most brands. Hotel booking site Hotels.com does, of course. But it was also looking for an alternative. “There is bias in the walled gardens,” said Helen Cameron-Heslop, senior manager of ecommerce analytics at Expedia's Hotels.com brand. On Wednesday, Hotels.com announced a year-long partnership with cross-device... Continue reading »
by Allison Schiff // September 14th, 2016 //
»
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