Digital advertising technology company, Magnetic, and Tapad, the leader in unified, cross-screen marketing technology, announced today a strategic partnership to power search retargeting across devices. With Tapad’s Device Graph Access, Magnetic’s online search data and media platform will enable marketers to reach consumers based on unified, cross-screen
Magnetic is the only search retargeting company to partner with Tapad and will now be the first to support cross-device retargeting using search intent. Tapad’s groundbreaking cross-screen technology is housed within its proprietary Unify platform. With nearly two billion devices “unified by Tapad,” Tapad’s Device Graph enables advertisers to connect audiences across smartphones, tablets, desktops and laptops.
“Mobile adds an entirely new dimension to the customer journey, which has already become a vital part of the media mix,” said James Green, CEO of Magnetic. “Our partnership with Tapad allows Magnetic to reach the right audience everywhere based on search intent, regardless of their device.”
According to a Forrester study commissioned by Tapad this year, people now own more connected devices than ever, with 70 percent of connected consumers indicating they personally use three or more devices a day.
“For Magnetic - one of the largest aggregators of intent data - the ability to extend their search retargeting into the cross-screen era will be a notable win for the marketers they serve,” said Are Traasdahl, Tapad CEO and Founder. “Tapad’s proprietary Device Graph is the gold standard in cross-screen technology, and it is extremely gratifying to extend its availability to a powerhouse like Magnetic.”
Magnetic and Tapad, among others, have partnered to host “Attribution Revolution: The Mobile Series,” a roadshow dedicated to educating marketers about the value of cross-device targeting and challenges for measurement in a multi-screen world. This year, the panel series will travel to Boston on October 22 and Los Angeles on November 5. Additional cities will be announced later this year.view more - Hires, Wins & Business