profile data within Tapad’s media platform. Starting today, clients will have access to more than 500 million new audience profiles for cross-device targeting.
“Giving consumers relevant, personalized advertising across devices has been a priority for Tapad since founding,” said Are Traasdahl, founder and CEO, Tapad. “In psychographic audience data, VisualDNA’s profiles are unmatched in depth and accuracy. This partnership gives our clients access to a powerful new set of data for reaching relevant audiences.”
VisualDNA leverages data science expertise, partnerships with leading academic institutions and a team of psychologists to build audience profiles that offer highly reliable, relevant insights for brands to better understand purchase intent and online behavior. Profiles are built by analyzing responses to gamified personality quizzes, which consumers take voluntarily through social media and the company’s online portal.
“Deep consumer understanding, regardless of device or channel, is a crucial piece of the ever-changing marketing equation,” said Jim Hodgkins, Managing Director of Marketing Services at VisualDNA. “By partnering with Tapad, the leaders in cross-device, we’re delivering a true understanding of consumer behavior within an actionable platform, giving marketers a way to strategically reach their most relevant audience.”
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%.
View the full release here.