Flashtalking, the leading global independent platform for ad delivery, unification and insights, announced early success from its partnership with Tapad, the leading provider of unified cross-device marketing technology solutions. The partnership incorporates Tapad’s Device Graph™ into Flashtalking’s fractional attribution modeling platform, Encore by Flashtalking. Through this seamless integration, Flashtalking is delivering unprecedented insights to cross-device marketers and their agencies. This best-in-class, powerful and frictionless approach delivers a unified view of the customer journey and the ability to efficiently optimize the process. At a time when cross-device is on the radar for many brands, the partnership is already delivering valuable cross-device insights for forward-leaning marketers, including Monarch Airlines.
“Tapad’s cross-device technology will allow Flashtalking clients to measure the consumer journey in a unified way across devices,” said Pierre Martensson, GM of Tapad’s data division. “As Monarch deftly has illustrated, a fully-integrated cross-device strategy can have game-changing effects on understanding the customer journey.”
“We’re thrilled to deliver this solution to both Flashtalking and Tapad clients,” said Steve Latham, GM, Encore by Flashtalking. “Integrating Tapad’s Device Graph™ into Flashtalking’s platform enables us to deliver cutting-edge, cross-channel insights that until today have been beyond the reach of most brands.”
A Closer Look at Flashtalking, Tapad Combined Capabilities
By combining their proprietary Flashtalking probabilistic device ID with Tapad’s Device Graph™, Flashtalking has been able to build a complete graph of proprietary IDs. This graph becomes a critical tool for marketers when they leverage Flashtalking’s platform for multi-touch attribution. In doing so, they can attribute performance across devices at the user level. The joint capability was put to the test in the Monarch case study.
A Closer Look at the Monarch Airlines Case Study
Flashtalking and Tapad partnered to achieve a single objective for Monarch: successful, cross-device attribution for mobile and desktop, leveraging the Tapad Device Graph™ and the Flashtalking delivery platform. Specific insights of the campaign include:
・42% of converters were matched to the Tapad Device Graph™
・61% of matched converting IDs were bridged ( > 1 browser ID)
・Among converters, there were 2.0 browser or device IDs per user
・Unifying data resulted in a 35% lift in Display ROI*
“Both desktop and mobile play important roles in the customer journey. As such, the need for accurate, cross-device insights is critical. By analysing the cross-device customer journey, we can measure and optimise media investments with even greater confidence,” Robert Foulkes, Senior Digital and Marketing Manager, Monarch Airlines.
For a more detailed review of the case, please visit Flashtalking. Learn how to make cross-device attribution work for your brand on January 12th 12pm EST as Flashtalking and Tapad share a case study and best practices for successful cross-platform insights. Sign up for the webinar today.
Flashtalking equips advertisers and their agencies to create, activate and measure data-driven advertising across digital channels and formats. Our programmatic creative and analytics platform unifies audience, media and creative to deliver personalized messaging while optimizing performance of media and creative. With cookie-less tracking, connected log-file and algorithmic attribution, we can coordinate, augment and analyze data signals to support our clients at the crossroads where data, relevant creative, and unbiased measurement intersect with expertise, service and a deep partner ecosystem.
Born in the U.K., headquartered in New York, Flashtalking spans the globe with offices in San Francisco, Los Angeles, Chicago, London, Leeds, Cologne, Hamburg, Amsterdam, and Sydney. For more information visit www.flashtalking.com.
Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions, acquired by Telenor Group in 2016. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco, Singapore and Toronto. TechCrunch called the powerhouse Tapad team “a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade.” Among Tapad’s numerous awards: TNCNet’s Tech Culture 2016, EY Entrepreneur of The Year (East Coast) 2014, among Forbes’ Most Promising Companies two years running, Deloitte’s Technology Fast 500, Crain’s Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award, and a MarCom Gold Award.