Sizmek partners with Tapad for cross-device reach

Consolidation in advertising technology is a recurring trend in 2017, with more vendors either merging or partnering on specific capabilities to syphon some advantages away from the Google/Facebook duopoly.

In an effort to help advertisers and agencies deliver cross-device messaging at scale, Tapad will be enhancing the AI-powered predictive capabilities of Sizmek. Earlier this year, Innovid signed a similar deal with Tapad, focusing on video-based ads, the first to do so on Tapad Device Graph.

Utilizing the Tapad Device Graph, Sizmek says it will be able to deliver ads to the same user across their devices. Advertisers and agencies will also be able to retarget potential customers while being able to deliver an effective sequence of ads across devices.

Mike Caprio, the chief growth officer at Sizmek, said that the partnership will add further people-based marketing precision and “reach to our comprehensive offerings around creative optimization, data enablement and media execution."

The enhanced ability to more precisely match people and devices enables advertisers to get a clearer view of individual customer journeys while achieving scale without compromising on efficiency and uncovering new opportunities for conversion.

The partnership also grants Sizmek’s customers access to Tapad’s datasets across the Americas, EMEA, and APAC regions.

Launched in 2010, Tapad offered cross-device solutions for publishers, marketers and technology providers to identify and monetize audiences as they move across devices and screens.

In early 2016, Tapad was acquired by the Telenor Group for $360 million, to open growth opportunities, such as audience activation and ad personalization, in emerging markets.