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Dive Brief: 

  • Ad software firm MediaMath has announced its acquisition of French cookieless and cross-device targeting technology firm Tactads. 
  • Tactads' technology will be used to expand MediaMath's ConnectedID, which helps advertisers target the same users across various screens. 
  • The Tactads team, which includes only three employees, will join MediaMath's current 15 members on the ConnectedID team. 

Dive Insight: 

MediaMath has traditionally been a desktop-based ad firm, but it realizes the need to innovate for mobile. The company has been expanding in programmatic, as well, with new ad network deals announced earlier this week. From these changes, it's clear MediaMath is willing to do the work it takes to stay relevant. 

Recommended Reading:

Advertising Age – Digital: As Consumers Go Mobile, MediaMath Buys a Cross-Device Targeting Company