Visual IQ and Tapad Team Up to Bolster Cross-Device Attribution

-- Through Partnership, Visual IQ Licenses Tapad Device Graph Access Product to Deliver Unparalleled View of Users’ Cross-Device Path-to-Conversion --

 Needham, Mass. – April 2, 2014 (Business Wire) – Today, Visual IQ, the leading cross channel marketing attribution software provider, announced that it has forged a strategic partnership with Tapad, the leader in unified cross-device marketing technology. Through the partnership, Visual IQ will offer marketing performance insights across PCs, smartphones and tablets to its clients.

By combining the advanced attribution methodology within Visual IQ’s IQ Intelligence Suite with Tapad’s Device Graph™ Access product, marketers will receive an unparalleled, comprehensive view of media impact across multiple devices. This holistic view will enable marketers to understand the true effectiveness of mobile and tablet campaigns, and to optimize the spend across mobile, desktop, tablets and other devices.

Tapad is best known for its groundbreaking cross-screen technology, housed within its proprietary Unify platform. Unify’s device data management system is the Tapad Device Graph.  The Tapad Device Graph employs an algorithm to process hundreds of billions of data points per month to anonymously associate multiple devices with a user.  Tapad leverages this intelligence to reach more than one billion connected devices.

The Tapad Device Graph Access product allows marketing technology companies to license Tapad’s scalable cross-device technology to enhance their businesses and build new products.

“Consumers today are accessing content across more sites and more devices than ever before,” said Are Traasdahl, CEO and founder of Tapad. “Targeting, measurement and analytics have not kept pace with consumer behavior. Tapad provides the most complete picture across all devices and when powered by Visual IQ, we will be delivering the most sophisticated attribution reporting in the market today.”

Manu Mathew, CEO and co-founder of Visual IQ, said, “Tapad cracked the code for delivering unified advertising to consumers, regardless of the device they’re browsing on. Measuring the performance of those campaigns with a high degree of accuracy has been imperfect, at best. This partnership bridges that gap in a manner that will dramatically improve the performance of our clients’ cross-device campaigns.”

Read the full press release...