50 Smartest Companies of the Year 2016

Alluring Marketers with Breakthrough, Unified, Cross-Device Marketing Solutions: Tapad Inc

“Tapad team is a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade.” – TechCrunch

Communication helps businesses grow and prosper, creates relationships, strengthens the effectiveness of organizations, and allows people to learn about one another. Technologies, such as the Internet, mobile phones, social media, and customer relationship management systems greatly affect the way companies communicate with prospective customers. These new forms of communication are changing the media landscape and the type of messaging strategy organizations use.

Tapad Inc. is a marketing technology firm founded in 2010 by Are Traasdahl and Dag Liodden with an objective to help marketers understand how consumers use different devices to interact with brands and to provide them with insights about the customer’s journey. It is a market leader in the U.S., providing an accurate and unified approach to connect with consumers across screens. Their innovative device management solution, The Tapad Device GraphTM, assimilates billions of data points from different devices and platforms, and helps clients recognize measure and monetize their audiences across their internet connected devices but respecting data privacy at the same time. Tapad offers the largest in-market opportunity for marketers and technologies to address cross-device media consumption with 91.2% data accuracy confirmed by Nielsen.

Keeping marketers at ease
Tapad delivers unified cross-device marketing technology solutions giving publishers, marketers and technology providers a holistic view of consumers across devices and screens, including smartphones, tablets, home computers and smart TVs. The Company maximizes the impression opportunities across screens, provides accurate measurement of the number of people exposed to advertisers’ message and even how often they see it. Tapad’s extensive cross-device access combined with seamless targeting, creative expertise, interactive ad formats and holistic analytics helps marketers achieve unprecedented levels of brand engagement. They allow marketers to close the loop across all devices and reach customers at all decision-making moments. With Tapad’s Device GraphTM Access, marketers get an instant, complete and unified cross-screen understanding of their customers and audiences.

Helping a leading auto manufacturer reach customers across multiple screens
With an objective to drive dealership interactions with auto intenders (people most likely to be interested in buying a new vehicle), and improve marketing campaign performance by extending behavioral targeting to mobile phones and tablets, Tapad employed its proprietary Device GraphTM technology to reach and retarget interested consumers across devices. The Company used a unique combination of first-party and third-party data to help the
leading automotive brand reach its target audience across screens:

  • Tapad identified users who had visited the site and then retargeted the messages to this audience across all their devices.
  • It extended the custom audience profile by activating select third-party audience segments.
  • Tapad employed both display and in-stream video advertising across devices, enabling the brand to deliver robust, sequenced messaging to in-market buyers.

As a result, the custom audience profiles drive campaigns with much higher impact and greater efficiency, users exposed to the brand’s messaging across multiple screens were 46% more likely to interact with a local dealer than consumers who encountered messaging only on one screen, consumers exposed to messaging across multiple screens were also 25% more likely to click on the brand’s ads. Tapad’s cross-platform retargeting also drove efficiency for the brand, with conversions costing 67% less than the average cost per dealer interaction (CPDI).

Tapad’s prominent clients list includes Fortune 500 brands such as Pepsi, McDonald’s, Macy’s, Toyota, Levi’s, Citi, Verizon, ASDA and so on.
The Company works with clients in multiple categories like automotive, banking, consumer packaged goods and retail, to name a few.

Tapad is headquartered in New York with additional offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, Miami, Minneapolis and San Francisco. The Company has established itself internationally with offices in Toronto, London, Frankfurt and Singapore. Future expansion plans are underway in the Asia Pacific (APAC) area.

Tapad’s today and tomorrow
The business objective is to be the currency of cross-screen technology in marketing and advertising technology to generate both enterprise and media revenue.

Tapad is currently focused on overcoming challenges for marketers providing proprietary technology solutions measuring and calculating their return on investment across multiple device channels and the Company’s future interest involves extending its device graph to include more Internet of Things devices and appliances.

Meet the Executive duo

Are Traasdahl Founder/CEO – Traasdahl has more than 17 years’ experience in mobile and digital content. Prior to Tapad, he founded Thumbplay, a mobile entertainment service which flourished under his leadership to make more than $100 million in revenue in less than three years. He later exited the company (Thumbplay was acquired by Clear Channel and is now called the iHeartRadio). Traasdahl was also a senior executive with Telenor Group, an international provider of telecom, data and media communications services. He was recently named Nordic Startup Awards’ Founder of the Year in 2016 and EY Entrepreneur of the Year (New York) in 2014. Traasdahl also holds several board positions and heads Spring Capital, an investment holding company.

Dag Liodden, Co-Founder & CTO – Dag along with Traasdahl oversees all technological advancements for the company, including Tapad’s notable breakthroughs in delivering targeted advertising across platforms. Prior to Tapad, he was the co-founder and CTO of Leap Technologies, a premier business mobility solutions provider in the Nordic region. During his time in the business, Dag managed some of the largest wireless enterprise solution rollouts in Europe. He has a Master’s Degree in Science, Industrial Economics and Technology Management from the Norwegian University of Science and Technology.

“We are the company that cracked the code on the industry’s most pervasive problem; now it’s up to us to continue that level of innovation and forward momentum and continue disrupting our industry with new and better ways of doing things.”