Cross Device Insights by Drew McCalmont, Tapad If you would like a copy of this presentation, please email your contact at Tapad.

1. CROSS-DEVICE INSIGHTS
UNLOCK THE POWER OF DATA AND GET A
COMPLETE PICTURE OF YOUR CONSUMERS
Drew McCalmont
VP, Product Strategy & Operations, Tapad

2. AGENDA
- OVERVIEW OF TAPAD AND THE DEVICE GRAPH
- THE POWER OF COMBINING CROSS-DEVICE AND ATTRIBUTION
- MONARCH AIRLINES CASE STUDY

3. WHO IS TAPAD?
Tapad was founded in 2010
and now operates across North
America, EMEA, and APAC
200+ employees with global
offices in 15+ cities including
HQs in NYC, London, and
Singapore
Venture-backed startup acquired in
February 2016 by Telenor Group
for $360mm
Tapad Coral data licensing
business has over 100 customers
globally, including Adobe, Oracle,
Omnicom, AppNexus, Turn, The
Trade Desk, TubeMogul,
Flashtalking

4. TIMES ARE A’ CHANGIN’
1941 2015
12.2s 1.4s
100% 11%

5. MARKETERS’ CHALLENGES
§ Consumer engagement is increasingly
fragmented across devices and channels
§ Brands don’t know which media
investments drive conversions
§ Traditional performance metrics are
becoming less and less reliable

6. CROSS-DEVICE METHODOLOGIES
DETERMINISTIC* PROBABILISTIC
Benefits Limitations
• Highly precise
• A trusted
methodology
• Limited scale
• Data use
restrictions
(walled gardens)
Benefits Limitations
• Scale is
achievable
• Non-PII data
usable across
entire online
ecosystem
• Can be less
precise
• Analytics &
attribution can
be more
complex

7. HOW WE BUILD THE DEVICE GRAPH
REMOTE ADDRESS: 171.161.199.100:443
DATE: Mon, 22 Aug 2016 22:04:14 GMT
COOKIE: TLTSID=57C69D30688410680F1F08119DD1
HOST: www.hotels.com
REFERRER: https://www.google.com/
A sighting is when we see a
device come into the graph,
either through a bid request,
page request on your site, or
some other action
SIGHTING

8. HOW WE BUILD THE DEVICE GRAPH
A device is a particular
browser (e.g. Chrome, Firefox)
or mobile ID, such as Google
AAID or Apple IDFA
DEVICE
TPC:AAA
AAM:ZZZ
BAC:123
BDC:789
FLA:555
IDFA:456

9. HOW WE BUILD THE DEVICE GRAPH
An edge is a probabilistic
assumption that two devices
are connected to the same
user or household
EDGE
TPC:AAA
AAM:ZZZ
BAC:123
BDC:789
FLA:555
IDFA:456
EDGE

10. HOW WE BUILD THE DEVICE GRAPH
A cluster is a probabilistic
assessment of all the devices
that belong to a user or
household
CLUSTER

11. HOW WE BUILD THE DEVICE GRAPH
A graph is a map of all devices
and clusters. Typically we
focus on specific segments of
the graph for each client and
use case
GRAPH

12. THE NETWORK EFFECT
DSPs
DMPs MarTechSSPs
Publishers &
Trading
Desks
Attribution &
Analytics
Brands
Data
Vendors
Ad
Servers
Mobile
Location

13. ><
In-AppIn-App Mobile Web Search
Introducing cross-device attribution
Tapad device graph unifies the customer journey
• By modeling all touchpoints, credit can be attributed across all media
Pre-roll video Dynamic Creative
Static
Attribute credit where it’s due

14. ><
14
Cross device attribution case study
Key Insights
• 38% of visitor IDs were cookie rejecters
• 42% of converters were matched to Tapad device graph
• 61% of matched converting IDs were bridged (2.0 per User)
• Unifying data resulted in a 35% lift in Display ROI*
• Deeper insight into vendor performance (not all benefited)
• 30% searched for flights on more than 1 device
38%
Reject
Cookies
42%
Match Rate
61%
Bridge Rate
Key Takeaway
• Cross-device + Cookieless are key to accurate insights
2.0
IDs per
User
35%
Display ROI
Lift*
*Overall lift was 9% on 26% of converters. When extrapolated to 100% of converters, lift would be 35%
Enabled by Tapad Device Graph + Cookieless Tracking by Flashtalking
30%
> 1 Device

15. >< 15
Enhancing cross-channel measurement
Better view of each channel’s
contribution
• Display and paid search saw big lift in
conversions
• Affiliates and organic search fell 20%
• Enabled more intelligent budgeting

16. >< 16
Understanding cross platform buying
• Data illuminates mobile’s “assist” role in
the customer journey
• Enabled Monarch to increase investment
in mobile web site

17. In Closing…
§ There's no perfect cross-device methodology…
But a better view will improve your ROI
§ Identity solutions are only valuable if you apply
the insights to optimize your marketing
§ Measurement capabilities need to adapt to
ever-changing human behavior

18. © 2016 Flashtalking. Confidential and may not be shared without permission.
Thank You