San Francisco-based mobile ad targeting and analytics firm Apsalar has partnered with cross-media marketing technology specialist Tapad, in a bid to help brands understand cross-device customer behavior.
Through the deal, Apsalar's ability to integrate in-app and other digital customer behavior in its mobile data management platform (DMP) will be combined with Tapad's 'Device Graph' service, which uses both probabilistic and deterministic data modelling to interpret 'trillions' of data points every month, and work out if different devices are owned by the same person. Together, the companies will provide cookie-based PC and mobile-web data merged with mobile app customer behavior data.
Michael Oiknine, co-founder and CEO of Apsalar, comments: 'We are focused on empowering marketers to control and fully leverage their first-party data to drive extraordinary marketing effectiveness. Cross-device matching is a critical component of this mission and we are pleased to partner with cross-device matching leader Tapad to help fulfil that essential mission'.
Web sites: ww.apsalar.com and www.tapad.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.