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In 2016, Tapad and Acxiom's LiveRamp announced an expanded partnership to make Tapad's proprietary Device Graph accessible to LiveRamp's more than 400 adtech and marketing technology platforms. Device Graph enables marketers to track customer engagement across all digital channels. LiveRamp will use

In 2018, Tapad announced a partnership with Twine Data intended to integrate Tapad's probabilistic cross-device tracking capability with Twine's deterministic identity graph. The two companies intend to create one of the largest portable identity graph and customer relationship management onboarding

In 2014, Tapad claimed its system for matching consumers across multiple devices protected privacy because it relied on probabilistic matching rather than a deterministic approach that builds on personally identifiable information. The deterministic approach relies on logins - for example, an

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

In 2018, Tapad announced it would offload its media business to Brand Networks, refocusing instead on its data business and identity products, primarily its cross-device graph. A particular target for its new focus was the telecommunications industry, starting with Telenor, which acquired Tapad in

In 2015, Norwegian telephone company Telenor announced it was acquiring Tapad, a five-year-old New York-based advertising startup for $360 million. Tapad focuses on cross-device "retargeting"; that is, it claims to track billions o dfata points across mobile devices, PCs, TV, and watches, and, going

In 2013, the New York-based startup Tapad was growing fast based on its claim to be able to track and target individual consumers across many devices - desktop and laptop computers, TVs, smartphones, and tablets. The technique goes well beyond cookies, which enable sites to track individuals across

In 2015, the advertising startup Tapad launched TV Pulse, a measurement platform that added linear TV data to its existing cross-device platform. The company claimed that its technology could detect devices such as smartphones being used by the same consumer who had viewed the company's TV ads, to

The key claim of retargeting, the business of companies like Paris-based Criteo, is that it can match long-tail advertisers with long-tail publishers and retailers. Ad exchanges enable these connections by identifying the specific group of people who need what smaller brands have - products such as

In 2010, customers of the online shoe retailer Zappos, which was acquired by Amazon in 2009, began noticing that recommendations for products they had viewed on the site were following them around the web. The culprit was a then-new practice known as "retargeting", which uses cookies to identify

In 2016, the French company Criteo, which uses website tags to collect information about the products visitors see, noted that it keeps such data for 13 months. The company creates user profiles based on each visit to a website to view content or a product, and also uses the data for retargeting ads

In 2016, when data scientist Fred Benenson investigated why he had received an email from Sears asking if he was still interested in a product shortly after he had browsed for it on the Sears website, he discovered that Sears had contracted the French company Criteo to make this type of connection

In 2018, the French company Criteo unveiled its new €20 million AI lab, dedicated to researching and developing machine learning. The company intends the lab to shape industry standards for measurement and best practices in this area, and lead the international conversation on responsible data use

In 2018, the French company Criteo announced it would link up with the ecommerce company Shopify to enable retailers and merchants of all sizes to use its technology to target users across channels and devices and scale up their businesses. Retailers will not need to expand their IT resources. https

The French company Criteo is struggling to conform to the requirements of the EU's General Data Protection Regulation, which came into force in May 2018. Critics believed that Criteo's practice of opting visitors to European retail sites into first-party cookies and tracking even if they ignored the

In 2017, the French retargeting company Criteo admitted that Apple's Intelligent Tracking Prrevention - changed default settings that prevent ad networks and other technology companies from tracking users - would cut its revenues by 8% to 10%. Although Safari had blocked such third-party cookies