Driving Results with Cross-Device Marketing Solutions
Adometry XCMO Summit10.10.13
Consumers Move Seamlessly Across All Devices. Actually, They Do That 27 times every hour!
STRICTLY CONFIDENTIAL 2Sources: 1. NPD, March 2013; 2. Nielsen, “Cross Platform Report,” Q2 2012; 3. eMarketer, 2012; 4. Conlumino & Webloyalty, 2012.
Screen Switching: • Digital Natives switch screens 27X
every non-working hour1
Device Proliferation: • 5.7 internet-connected devices per
household2
Co-viewing:• 40% of tablet/smartphone owners
watch TV with their mobile device daily3
Purchasing Across Devices: • 40% of shoppers consult 3 or more
channels before purchase4
A complete change in consumer behavior: We are all multi-tasking on multiple screens throughout the day
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But The Problem For A Marketer is: Today’s Marketing Solutions Are Far From Seamless
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Resulting Challenges for Marketers, Publishers & Agencies• Single Screen Point Solution gives a misleading, incomplete view of consumer
• Difficult to target users across devices
• Lack of cross-device analytics, attribution ability
• Lack of seamless content and commerce experience for a consumer cross screens
M A R K E T E R V I E W W I T H T R A D I T I O N A L M A R K E T I N G T E C H N O L O G Y
Tapad: A Unified View of Cross-Device Consumers
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Tapad’s Unified View of customers across devices enables: • Cross-device Audience Targeting
• Cross-device Re-targeting & Creative Optimization
• Cross-device Analytics & AttributionTA PA D V I E W
Tapad Device Graph™
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The Power of Device BridgingCross-Platform Remarketing,
Audience Buying and Analytics
Device Bridging – how it works:• We’ve built a predictive algorithm that
processes 200 Billion data points per month to bridge devices
• Anonymously associates multiple devices with a single user
• Bridges computers, smartphones, tablets, connected TVs, and gaming consoles
• Leverages intelligence across devices
• 700M connected devices
• Solution deployed with 140 of Fortune 500 Brands and Top US Publishers
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OUR OBJECTIVE IS TO ENSURE THAT EVERY MOBILE CONSUMER IS EMPOWERED AND INFORMED.
Tapad Is a Market Leader in Privacy
“For the first time in mobile advertising, Tapad was able to deliver the DAA's Advertising Choices icon on every mobile impression delivered through their platform. Crucially, they were also able to provide a persistent, mobile web opt-out for consumers.”
Scott Meyer CEO of Evidon, as quoted in Advertising Age
The Device Graph is built using only privacy safe methods:1. No Personal information (PII)
2. Clear notice to consumer in 100% of the ads thru the AdChoices icon
3. Consistent opt out 100% of the time thru industry first partnerships with Evidon and TRUSTe
Tapad Device Graph™Media
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Media Applications:• Cross-Device Targeting
• Retargeting• 1st Party DMP mobile enablement • 3rd Party Data mobile enablement• Custom Segment Development
• Billions of imps available monthly across computers, tablets, mobile devices, game consoles and C-TV
• Banners, Video, Rich Media
• Programmatic or IO based
Dynamic Creative:• Sequence Messages Across Devices
• Dynamically Pass data Across Platform
• Easily integrate with DCO Engines or Adservers
The Power of Device BridgingCross-Platform Remarketing, Audience Buying, Sequencing
Tapad Device Graph™Cross Screen Commerce Personalization
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Creating a Continuous Commerce Experience Cross Devices• Provide Continuous User Experiences Across
Devices • Activate Visitor Intelligence to Optimize Content
Experiences Across Devices• Data including Carrier, Handset, Company and
use it in real time, number of Devices
• Push Data to Dynamic CMS e.g. Test & Target• Amplify Existing Marketing Efforts
• e.g. T-Mobile conquesting site experience coordinated with a Media Campaign
Tapad Device Graph™ & AdometryMeasurement: Cross-Device Advanced Attribution
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DATA MODEL RESULTS
AdVolumes
ExogenousData
KPI’s
Budget
Constraints
Optimizer
Non-LinearPredictiveModel
Media Modeler
Optimization Recommendations
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Forecast Predictions
Attribution Credit
Tapad’s Device Graph
Adometry’s Advanced Attribution
Tapad Device Graph™ & AdometryMeasurement: Cross-Device Advanced Attribution
Simple Attribution Methodologies
Cross-Device Advanced Attribution
Tapad Partners with Leaders in the Ad Tech ecosystem
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DIGITAL FIRST-PARTY
OFFLINE FIRST-PARTY (DMP)
THIRD-PARTY
ANALYTICS & MEASUREMENT PLATFORMS
OPTIMIZATION PLATFORMS
MONETIZATION & AD SERVERS
TAPAD DEVICE GRAPH
Tapad “Cracks the Code” of Cross-Device Marketing
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Backed by a “Who’s Who of ad tech angel investors…”
“…Entrepreneurs who created some of the most valuable online advertising companies of the last decade.”
“Most Promising Companies”
“Has Tapad Cracked the Code of Cross-Device Advertising?”
“Online ads can now follow you home…Tapad works with 75 of the largest U.S. advertisers.”
Tapad is “changing the world of advertising”
“10 Startups to Watch”
In the Press:
Tapad is trusted by 160 of the Fortune 500 Advertisers
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Q & A