Tapad Integrates VisualDNA's Audience Profile Data Into Its Cross-Device Media Platform

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Nov 02, 2015, 09:48 ET

Tapad Inc. Logo

NEW YORK, Nov. 2, 2015 /PRNewswire/ -- Tapad, the leader in cross-device marketing technology, announced the availability of VisualDNA's psychographic audience-profile data within Tapad's media platform. Starting today, clients will have access to more than 500 million new audience profiles for cross-device targeting.

"Giving consumers relevant, personalized advertising across devices has been a priority for Tapad since founding," said Are Traasdahl, founder and CEO, Tapad. "In psychographic audience data, VisualDNA's profiles are unmatched in depth and accuracy. This partnership gives our clients access to a powerful new set of data for reaching relevant audiences."

VisualDNA leverages data science expertise, partnerships with leading academic institutions and a team of psychologists to build audience profiles that offer highly reliable, relevant insights for brands to better understand purchase intent and online behavior. Profiles are built by analyzing responses to gamified personality quizzes, which consumers take voluntarily through social media and the company's online portal.

"Deep consumer understanding, regardless of device or channel, is a crucial piece of the ever-changing marketing equation," said Jim Hodgkins, Managing Director of Marketing Services at VisualDNA. "By partnering with Tapad, the leaders in cross-device, we're delivering a true understanding of consumer behavior within an actionable platform, giving marketers a way to strategically reach their most relevant audience."

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%.

About VisualDNA

VisualDNA is a consumer insights and analytics company combining the science of psychology with the technology of big data so brands can understand their digital audience at scale. VisualDNA uses innovative and patented visual personality profile tests to gather profiles directly from consumers. We use predictive analytics across 500m global digital profiles to power advertising audiences across display, video, search and in both desktop and mobile channels.

VisualDNA was named a Cool Vendor in Consumer Dynamics by Gartner in 2015. Over 80 of the UK's Top 100 digital advertisers target digital advertising with VisualDNA data in verticals including retail, finance, travel, entertainment, auto and technology, our key markets are UK, USA, Germany and Russia. VisualDNA serves leading media agencies such as Omnicom Media Group, Dentsu Aegis Network and GroupM and technology platforms such as Appnexus, Adobe and Google and targets content and advertising for onsite optimisation and CRM driven by the user's personality.

About Tapad

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."