MediaMath, the creator of the TerminalOne Marketing Operating System™ for digital marketers, today announced its acquisition of 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.
“The usage of multiple web-enabled devices has reached a critical mass and so has the challenge of targeting hyper-connected users across screens,” said Joe Zawadzki (pictured), chief executive officer, MediaMath. “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.”
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,” said Romain Gauthier, chief executive officer, Tactads. “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.”
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’ powerful 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. “ConnectedID will power cross-channel marketing and measurement as never before.”
ConnectedID is expected to be available in beta in Q3 2014 as part of MediaMath’s TerminalOne Marketing Operating System™.
Based in New York with 12 locations across five continents, MediaMath develops digital marketing technology and offers deep industry expertise, enabling marketers to connect with consumers individually and at scale across the entirety of the world’s digital media. MediaMath’s TerminalOne Marketing Operating System™ enables marketers to customize their own technology infrastructure and leverage their data and industry data in the planning, execution, optimization, and analysis of digital marketing programs, resulting in smarter decisions that grow their business. Powering the operations for thousands of marketers, including 55 percent of the Fortune 100, TerminalOne drives transformative business results across the entire digital ecosystem.