Digital Transformation

MediaMath buys cookie-less targeting company Tactads

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By Natalie Mortimer | N/A

April 26, 2014 | 2 min read

Digital media buying platform MediaMath has acquired Tactads, provider of cookie-less and cross-device targeting technologies.

MediaMath CEO Joe Zawadzki

The French company will be integrated into MediaMath’s demand-side platform TerminalOne and allow advertisers to communicate more effectively across multiple devices.

The software technology developed by Tactads uses algorithms to identify and associate devices using statistical techniques. The technology does not rely on cookies or use personally identifiable information about consumers.

“The usage of multiple web-enabled devices has reached a critical mass and so has the challenge of targeting hyper-connected users across screens,” said Joe Zawadzki, chief executive officer, MediaMath.

“Our acquisition of Tactads is just one of the many means we are employing to help our clients overcome this challenge, improve marketing effectiveness, and drive ROI.”

The acquisition comes as MediaMath aims to create a hub within TerminalOne, named ConnectedID, which it hopes will allow for a more “robust consumer opt-out” compared to current cookie-based solutions.

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MediaMath

MediaMath helps the world's top brands deliver personalized digital advertising across all connected touchpoints. Over 9,500 marketers in 42 countries use our demand-side platform every day to launch, analyze, and optimize their digital advertising campaigns across display, native, mobile, video, audio, digital out of home, and advanced TV formats. Founded in 2007 as a pioneer in "programmatic" advertising, MediaMath is recognized as a Leader in the Gartner 2020 Magic Quadrant for Ad Tech and has won Best Account Support by a Technology Company for two years in a row in the AdExchanger Awards.

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