What Tapad does

Tapad is a marketing technology company founded in 2010 and headquartered in New York that operates The Tapad Graph, a proprietary global cross-device identity resolution platform. The platform connects consumer devices across desktop, mobile, and connected TV (CTV) to enable brands, agencies, and ad-tech platforms to identify the same user or household across multiple digital touchpoints. Core product modules include Switchboard (client-side data ingestion), Hashed Email (email-based onboarding), Mobile Connections, CTV, and IP Onboarding, which collectively allow clients to feed device identifiers into the graph and extend reach at household or individual levels for programmatic targeting, media measurement, attribution, and personalization.

The company serves three primary segments on a horizontal basis: enterprise brands seeking cross-device customer identification, marketing agencies managing multi-device campaigns, and ad-tech platforms (DSPs, SSPs, DMPs) requiring identity resolution capabilities. Tapad distributes its identity graph through direct enterprise sales and a partner ecosystem of 12+ major ad-tech platforms including OpenX, Amobee, The Trade Desk, Beeswax, AdsWizz, Twine Data, Basis Technologies, Freckle, Flashtalking, Resonate, Sizmek, and ARM. The company operates as a subsidiary of Experian, evidenced by co-branded assets (TapadExpStacked logo), joint content distribution through the Experian Marketing Blog, and Experian attribution on the company's office description.

Revenue is generated via B2B enterprise contracts for cross-device identity data services, structured as recurring or usage-based engagements, though specific pricing is not publicly disclosed. The platform carries EDAA certification for privacy compliance, maintains a consumer opt-out portal (crportal.tapad.com), and claims a global footprint supporting use cases internationally. Headcount of 101–250 employees indicates a mid-sized operation with active engineering and marketing content channels (engineering.tapad.com, Experian Marketing Forward blog).

Name

Tapad

Legal name

Tapad, Inc.

Website

https://tapad.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Tapad operates The Tapad Graph, a global cross-device identity resolution platform that enables brands, agencies, and ad-tech platforms to identify consumers across desktop, mobile, and CTV devices for programmatic targeting, measurement, attribution, and personalization. The company is a subsidiary of Experian.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Cross-Device Identity Data Services: Tapad provides cross-device digital identity graph services to brands, agencies, and platforms, likely on a subscription or usage-based model tied to data access, device reach, and programmatic targeting capabilities.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Tapad provides The Tapad Graph, a proprietary digital cross-device identity graph that connects consumer devices globally to enable brands, agencies, and platforms to identify customers or households across multiple devices. The offering supports programmatic targeting, media measurement, attribution, and personalization use cases, with supporting identity modules including Switchboard, Hashed Email, Mobile Connections, CTV, and IP Onboarding for ingesting and resolving device identifiers from client data stacks.

Product overview

Tapad offers a platform centered around The Tapad Graph — the world's leading digital cross-device identity graph. The platform enables brands, agencies, and platforms to identify consumers across multiple devices, supporting use cases in programmatic targeting, media measurement, attribution, and personalization globally. The core graph is accessible through multiple identity modules including Switchboard (data ingestion), Hashed Email (email-based onboarding), Mobile Connections, CTV (connected TV identity), and IP Onboarding, allowing clients to ingest their own device identifiers and expand their reach at household or individual levels.

Differentiator

Problem solved

Functional benefit

Products and services

• The Tapad Graph The world's leading digital cross-device identity graph enabling marketers to identify brand customers or related households across multiple devices, supporting programmatic targeting, media measurement, attribution, and personalization globally.
• Switchboard Cross-device data integration solution that enables brands to connect and unify device identifiers from various platforms or data stacks, expanding the Tapad Graph with new devices at a household or individual level.
• Hashed Email Email-based identity solution that enables matching and connecting consumer identities using hashed email addresses to the cross-device graph for enhanced consumer identification and targeting.
• Mobile Connections Mobile device identity and connection capabilities for reaching and measuring consumers on mobile devices via the cross-device identity graph.
• CTV (Connected TV) Connected TV advertising identity solution for targeting and measuring audiences across CTV devices via the Tapad Graph.
• IP Onboarding IP address-based identity onboarding solution for connecting and matching consumer identities to the cross-device graph for digital identity resolution.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• LiveIntent: LiveIntent offers a people-based identity graph built on hashed emails for activation across display, video, CTV, and email. It overlaps directly with Tapad's Hashed Email and cross-device targeting use cases for brands and publishers.
• LiveRamp: LiveRamp is the leading standalone identity resolution platform, providing cross-channel data connectivity and people-based identity for brands, agencies, and platforms. It is the most direct competitor to Tapad's cross-device graph offering, competing on data onboarding, identity resolution, and audience activation.
• Oracle Advertising: Oracle Advertising (formerly Crosswise/Grapeshot) provides cross-device identity and audience targeting within Oracle's broader marketing cloud. It competes directly with Tapad in cross-device identity for brands and agencies.
• Lotame: Lotame operates a global data exchange and identity infrastructure (Lotame Panorama ID) connecting brands, agencies, and platforms. It competes with Tapad on cross-device data onboarding, enrichment, and audience activation.
• Zeotap: Zeotap provides a universal ID and identity resolution platform connecting CRM data to digital media buying across CTV, audio, and programmatic. It competes with Tapad in cross-device identity, particularly for European brands and platform integrations.

Broad incumbents

• The Trade Desk: The Trade Desk operates a global DSP and has built its own UID2 identity framework that competes directly with third-party graphs like Tapad's. While a Tapad integration partner, TTD's owned identity infrastructure represents both a channel and a competitive threat.
• Experian: Experian is Tapad's parent company and a global credit bureau and data services provider with overlapping consumer identity and audience capabilities. While a parent, Experian's own marketing data and audience products overlap with Tapad's identity offering for brands and agencies.
• Adobe Experience Platform (Real-Time CDP): Adobe's Real-Time CDP bundles identity resolution and people-based targeting within its broader enterprise marketing cloud. It competes with Tapad for enterprise brand identity budgets where Adobe's full-stack activation offers a bundled alternative.

Others

• Resonate: Resonate is a consumer data and analytics platform listed as a Tapad integration partner. While not a direct identity-graph competitor, Resonate provides audience data that complements identity resolution, making it an adjacent ecosystem participant.

Emerging players

• ID5: ID5 provides a shared identity infrastructure adopted across the programmatic ecosystem, offering an alternative ID for cookieless advertising. It competes with Tapad in identity resolution for SSPs, DSPs, and publishers in the post-cookie era.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/tapad
• Facebookfacebook.com/tapadinc
• LinkedInlinkedin.com/company/tapad

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds8 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tapad