Tapad is a technology company specializing in cross-device identity resolution, which means they help businesses understand and connect with their customers across multiple devices like smartphones, tablets, and computers. This is crucial in today's digital age where consumers use various devices throughout their day. Tapad operates in the advertising technology (ad tech) market, focusing on programmatic targeting, media measurement, and attribution. Programmatic targeting involves using automated systems to buy and place ads, while media measurement and attribution help businesses understand the effectiveness of their advertising campaigns.

Tapad primarily serves marketers, advertisers, and media companies who need to engage with their audience more effectively and measure the impact of their marketing efforts. The company’s solutions are designed to improve data quality and help marketers prepare for changes in data privacy regulations, often referred to as data deprecation. This is when companies have less access to user data due to stricter privacy laws.

The business model of Tapad is based on providing software and services that enable identity resolution. They make money by selling these solutions to businesses that need to connect their marketing data across different platforms and devices. This helps their clients create more personalized and effective marketing campaigns, which can lead to higher customer engagement and satisfaction.

In summary, Tapad is a key player in the ad tech industry, offering solutions that help businesses understand and connect with their customers across multiple devices. They serve marketers and advertisers, providing tools for programmatic targeting, media measurement, and data quality improvement. Their business model revolves around selling these identity resolution solutions to enhance marketing effectiveness.

Keywords: cross-device identity resolution, ad tech, programmatic targeting, media measurement, attribution, data quality, marketers, advertisers, customer engagement, data privacy.