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Tapad — the company behind the cross-device identity resolution platform Tapad Graph — has partnered with the ad tech provider AcuityAds. The partnership joins together Tapad Graph’s identity resolution capabilities with AcuityAds’ cross-device data set, giving advertisers improved targeting capabilities with unduplicated reach across devices and CTV.

“The partnership will enhance AcuityAds’ existing cross-device solution, especially with respect to its cross-channel Connected TV offering,” according to the announcement.

Why we care

Giving marketers the ability to include CTV data within their identity resolution efforts is a major benefit for advertisers moving more of their video campaigns to the CTV space — a growing trend across the digital ad space. (Last year, the intelligence agency Magna forecasted CTV ad spend would reach $5 billion by 2020, growing 31% year-over-year.)

“Our integration with AcuityAds’ DSP should not only help marketers within North America optimize current cross-device campaign initiatives and performance, but also increase reach across additional digital screens long term,” said Tapad’s Senior Vice President of Strategy and Partnerships Chris Feo.

More on the news

  • AcuityAds is the fourth company to partner with Tapad since last October. In the last four months, Tapad has announced partnerships with Knorex, Lifesight, and Retargetly.
  • This latest partnership with AcuityAds is aimed at brands and agencies in the U.S. and Canada.
  • Tapad touts its identity resolution platform as a “privacy-safe” solution powered by “machine learning models with authenticated and real-time signals.”

About The Author

AmyGesenhues lg

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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