Tapad

Leading cross-device identity resolution provider before acquisition by Experian

Tapad was a leading cross-device identity resolution platform founded in 2010 that specialized in connecting consumer behavior across smartphones, tablets, computers, and connected TVs. The company developed proprietary technology called the Tapad Graph, which used probabilistic and deterministic methods to create unified user profiles across devices without relying on personally identifiable information. This enabled advertisers, agencies, and publishers to deliver more consistent and effective cross-device advertising campaigns, measure attribution accurately, and improve audience targeting. Tapad was acquired by Telenor Group in 2016 for approximately $360 million and operated as a subsidiary within Telenor's portfolio. In 2020, Experian acquired Tapad from Telenor, integrating its cross-device identity capabilities into Experian's marketing services division. The acquisition strengthened Experian's identity resolution offerings and expanded its ability to provide unified consumer views for marketing and advertising clients. Following the Experian acquisition, Tapad's technology and capabilities were absorbed into Experian's broader identity and data platform. While the Tapad brand and distinct operations ceased to exist as a standalone entity, its cross-device graph technology became a core component of Experian's marketing services, continuing to power identity resolution for advertisers and marketers within Experian's ecosystem.