“We see three major shifts driving the need for marketing measurement evolution: fragmentation of media sources and channels, increased real-time, actionable insights and device fragmentation,” said Alex Saldanha, Co-founder and CEO, Abakus. “Partnering with Tapad, the leaders in cross-device, we’re able to directly address the need for a cross-device view, a core requirement of our customers.”
Tapad’s Device Graph, which operates the longest-running cross-device algorithm in the market today, interprets trillions of data points every month to determine if different devices are related (i.e., owned by the same person). The solution uses a combined data approach, leveraging both probabilistic and deterministic data modeling to achieve meaningful scale and accuracy in a privacy-safe setting. Nielsen recently confirmed Tapad’s cross device accuracy to be 91.2%.
“Abakus has taken an innovative approach to solving marketer’s measurement and attribution challenges,” said Are Traasdahl, Tapad Founder and CEO. "As our industry continues to evolve and grow, we love working with companies, like Abakus, that are pushing for a more unified, open marketing ecosystem.”
See the full release here.