Tapad, the cross-screen marketing tech provider, has partnered with ad marketplace, Rubicon Project, to provide unified, cross-device campaign delivery solutions as part of an automated advertising marketplace.
Tapad offers a technology called Device Graph that lets buyers expand display data signals to mobile devices. The tool will now be integrated across Rubicon Projects’s ad exchange and orders platform to improve consumer mobile reach.
Pierre Martensson, GM of Tapad’s Data Division and APAC, says:
“Our partnership with Rubicon Project marks the first time advertisers and publishers alike are able to use cross-device solutions at significant scale outside of Google and Facebook. Our Device Graph will help Rubicon Project’s advertisers make more informed buying decisions and find the audiences who matter most.”
This should enable buyers across Rubicon Project’s exchange to find and engage with new audiences. The latter connects around one billion unique mobile devices globally.
Harry Patz, Chief Revenue Officer, Rubicon Project, explained that the partnership would enable its clients to source the best data to manage their ad businesses.
“Cross-device delivery is crucial for buyers today with more than 81% of internet users currently relying on more than one device for digital access. Through our partnership, buyers will be able to extend their desktop private marketplace campaigns to mobile, allowing them to find and engage their audience across devices, anywhere in the world. The net result will also benefit sellers; the increase in mobile reach will better position publishers and app developers to strategically capitalize on their inventory, ultimately increasing bid rates and mobile revenue across the board.”
Cross device data is becoming an important tool for advertisers to help identify new audiences. This partnership should open new doors and vastly expand the opportunities of existing and new clients across both companies.