Tapad analyses usage data to fuel mobile advertising
In 2013, companies like Tapad developed new "cross-screen marketing" techniques to allow them to expand from tracking desktop computer users across the web to targeting them as they moved to smartphones and tablets. Cookies - small bits of code deposited on computers - do not work as well on mobile devices. Tapad solved this by analysing usage data such as which apps have been downloaded, visited websites, and items people have bought within mobile apps to create groups of people who may be likely to buy specific products. The company can then sell the segment - the pool of people - to a relevant advertiser.
tags: Tapad, Telenor, mobile, advertising, tracking
writer: Spencer E. Ante
Publication: Wall Street Journal