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April 25, 2014, Article

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Digital Market Asia: MediaMath Acquires Tactads to Address Cookieless Environments

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MediaMath, the creator of the TerminalOne Marketing Operating System for digital marketers, has acquired Tactads, provider of cookieless and cross-device targeting technologies. Integrated into TerminalOne, these technologies will provide advertisers the ability to communicate with consumers and unify marketing efforts across smartphone, tablet, laptop, desktop and other devices that are bereft of cookie based targeting at present.

“The usage of multiple web enabled devices has reached a critical mass and so has the challenge of targeting hyperconnected users across screens. Our acquisition of Tactads is just one of the many means we are employing to help our clients overcome this challenge, improve marketing effectiveness, and drive ROI,” said Joe Zawadzki, Chief Executive Officer, MediaMath.

Tactads, a France-based company, has developed proprietary software that uses sophisticated algorithms to identify and associate devices using statistical techniques. This technology does not rely on cookies, does not employ personally identifiable information about consumers, and adheres to industry privacy standards.

“The ad tech industry has gone through a huge transformation which has compelled a change in the way advertisers engage with consumers. We have been focused on developing privacy compliant solutions to meet the challenges of targeting and to improve marketing performance – a goal that MediaMath shares. This acquisition will help introduce our solution to a broad, global audience and we’re excited to be part of the MediaMath family,” said Romain Gauthier, Chief Executive Officer, Tactads.

Tactads’ solution is one component of MediaMath’s proprietary ConnectedID technology, being developed to enable advertisers to engage with their customers across channels and devices with unprecedented scale. “In addition to integrating Tactads’ cookieless and cross device technologies, our ConnectedID offering will bridge targeting signals from media companies, publishers, and advertisers, while maintaining strict privacy compliance and allow for a more robust consumer opt-out than cookie-based solutions in the market today,” said Ari Buchalter, Chief Operating Officer, MediaMath.

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