Partnering with Tapad is a natural fit for Adometry, commented Adometry CMO Casey Carey. “Marketers are still in the early stages of being able to identify users across devices and bring mobile ad impressions into the attribution model, “ he said. “And Tapad is one of the companies that is closing the gap in a way that can scale.”
In terms of its accuracy rate for matching consumers across multiple devices, Tapad’s accuracy rate ranges from 80-85%, depending on the number of devices and data points that are being analyzed, according to Tapad CEO and founder Are Traasdahl. “Achieving a 100% accuracy rate in attribution is not really possible,” Traasdahl claimed. “But we’ve been working with Adometry over the last six months to put together all our data points, and we’re excited to help marketers make smarter decisions.”
As marketers look for ways to better measure and distribute their budgets, attribution marketing has become an increasingly lucrative space. Tapad has raised $10.5 million to date and recently opened new offices in Miami, Dallas and Atlanta. Drawbridge, another startup that offers cross-device ad tracking services, raised $14 million in a series B funding round in February. The company has now raised a total of $20.5 million in venture capital.
Adometry received $8 million earlier this year in its latest round of funding, bringing its total funding revenue to $37.5 million. The company doubled its employee headcount in a year to 110 and expects to hire more people this year, according to Carey.