Adometry, Tapad Partner In New Cross-Device Attribution Offering

tapad-adometryAttribution firm Adometry has combined its ad-tagging infrastructure with Tapad’s cross-device ad-targeting technology, the companies said today.

Austin, Texas-based Adometry aggregates and analyzes data from multiple advertising streams to help advertisers understand how their ad dollars are performing. Using an algorithm, the company processes data from email marketing campaigns, banner and display ads, social media posts, affiliated coupons, direct mail and other methods to determine which consumer touch points led to a conversion. Its clients include Microsoft, Hyundai, Tory Burch, Havas and AT&T.

Tracking people’s exposure to mobile ads and linking it to other devices is problematic for Adometry and other attribution firms, since most rely on a cookie-based approach that does not exist on mobile. Tapad gets around this challenge through its cross-device matching technology.

Using anonymized data such as IP addresses and geolocation technology, the 3-year-old New York-based firm runs the data through its own set of algorithms to estimate which mobile devices and desktop PCs are being used by the same person.

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.

1 Comment

  1. Michael Silber

    We should stop saying that mobile does not support cookies. First, all mobile does in fact support cookies- specifically, all first-party cookies are enabled by default and only about 5% of people opt out of these. Since doing so prevents them from logging into basically any site. Second, third-party cookies are accepted on all phones, it's just that Apple's Safari browser doesn't do it by default. Since Apple got early mobile marketshare and their users are heavy internet browsers, everyone assumes that this technology doesn't exist since very few people opt-in to third party cookies on their devices, but it is possible. On the other hand, Android phones command ~30% of the web-browsing marketshare and do accept third-party cookies by default. It would appear that this isn't the cookie-less environment that's been perpetuated by many people.

    I'm being pedantic, but we need to be clearer when talking about mobile. It isn't the wild west people depict it as being. A lot of the same techniques used for desktop/laptop display are valid for mobile. Companies DO have to get smarter since Apple still controls a significant portion (~60%) of mobile web-browsing and the vast majority of those users do not opt in. However, if we go to tried and true techniques like audience sampling (think: exit polling), we can infer a lot about the whole marketplace from those we can gather information about using 3rd party cookies.

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