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Martech: Advertising

Tapad partners with AcuityAds to deliver improved ad targeting capabilities across devices, CTV

The partnership will combine Tapad's identity resolution platform with AcuityAds' targeting solutions, with a focus on CTV.

Amy Gesenhues on January 23, 2020 at 12:58 pm
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Tapad — the company behind the cross-device identity resolution platform Tapad Graph — has partnered with the ad tech provider AcuityAds. The partnership joins together Tapad Graph’s identity resolution capabilities with AcuityAds’ cross-device data set, giving advertisers improved targeting capabilities with unduplicated reach across devices and CTV.

“The partnership will enhance AcuityAds’ existing cross-device solution, especially with respect to its cross-channel Connected TV offering,” according to the announcement.

Why we care

Giving marketers the ability to include CTV data within their identity resolution efforts is a major benefit for advertisers moving more of their video campaigns to the CTV space — a growing trend across the digital ad space. (Last year, the intelligence agency Magna forecasted CTV ad spend would reach $5 billion by 2020, growing 31% year-over-year.)

“Our integration with AcuityAds’ DSP should not only help marketers within North America optimize current cross-device campaign initiatives and performance, but also increase reach across additional digital screens long term,” said Tapad’s Senior Vice President of Strategy and Partnerships Chris Feo.

More on the news

  • AcuityAds is the fourth company to partner with Tapad since last October. In the last four months, Tapad has announced partnerships with Knorex, Lifesight, and Retargetly.
  • This latest partnership with AcuityAds is aimed at brands and agencies in the U.S. and Canada.
  • Tapad touts its identity resolution platform as a “privacy-safe” solution powered by “machine learning models with authenticated and real-time signals.”

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for MarTech Today, Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Acquisitions & Mergers: MartechChannel: Martech: AdvertisingDisplay Advertising & MartechProgrammatic Advertising & Media Buying

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