Digital media buying platform MediaMath has acquired Tactads, provider of cookie-less and cross-device targeting technologies.
The French company will be integrated into MediaMath’s demand-side platform TerminalOne and allow advertisers to communicate more effectively across multiple devices. 
The software technology developed by Tactads uses algorithms to identify and associate devices using statistical techniques. The technology does not rely on cookies or use personally identifiable information about consumers.
“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, 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.”
The acquisition comes as MediaMath aims to create a hub within TerminalOne, named ConnectedID, which it hopes will allow for a more “robust consumer opt-out” compared to current cookie-based solutions.
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