NEW YORK, Sept. 14, 2016 /PRNewswire/ -- Just-released findings of a Hotels.com® study revealed that Tapad's cross-screen marketing technology achieved the highest levels of precision and scale among competitors. According to the leading online accommodation booking website, after a rigorous, three-and-a-half month vendor analysis, Tapad achieved twice the precision of the next highest-scoring cross-screen offering and three times greater scale. The two other companies evaluated declined to be named.
Said Helene Cameron-Heslop, Senior Manager of Analytics of the Hotels.com brand, "Our team implemented an extremely rigorous vetting of open, cross-screen technology vendors. At the outset, we assumed we would have to compromise on either scale or accuracy - particularly given the importance to our brand of operating in a privacy-safe setting. We were surprised to find a complete package, but Tapad's Device Graph won out on scale, accuracy and privacy; making our choice of partners very clear."
In another metric critical to the Hotels.com brand, The Tapad Device Graph™ was eight times more "unique" than the next closest offering, meaning Tapad's graph was found to have a much greater number of connections not seen in any of the other graphs.
In addition to precision, uniqueness and scale, the Tapad Device Graph™ was found to have:
- 100% higher recall
- 47% more incremental matches
- 53% higher North American market coverage
- 101% higher F-Score*
"A valuable cross-device solution should enable partners to get everything they're looking for from a single vendor," said Tapad Founder and CEO, Are Traasdahl. "We are deeply impressed with how thorough Hotels.com was in their vetting, and we confidently tackle the complex challenges of the martech industry thanks to our superior technology. Everyone loves a bake-off, and Tapad is no exception - delivering best-in-class results in areas that really count."
To find out more about the Tapad Device Graph™, or to request a demo, visit www.tapad.com.
*F-score is a statistical measurement that takes precision and recall together. The calculation is 2*(precision*recall)/precision + recall). It gives you one number instead of two numbers to look at and judge performance.
About Hotels.com (www.hotels.com)
Hotels.com L.P. operates Hotels.com, a leading online accommodation booking website with properties ranging from international chains and all-inclusive resorts to local favorites and bed & breakfasts, together with all the information needed to book the perfect stay. Special apps for mobile phones and tablets can also be downloaded enabling customers to book on the go with access to 20,000 last minute deals.
© 2016 Hotels.com, LP. Hotels.com, The Obvious Choice, and the Hotels.com logo are either registered trademarks or trademarks of Hotels.com, LP in the U.S. and/or other countries. All other trademarks are property of their respective owners. CST # 2083949-50
Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions, acquired by Telenor Group in 2016. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco, Singapore 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." Among Tapad's numerous awards: TNCNet's Tech Culture 2016, EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award, and a MarCom Gold Award.
Dana Casalino for Tapad
Taylor L. Cole for Hotels.com
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SOURCE Tapad Inc.