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Tapad Announces the First Mobile Retargeting Product on Its Real-Time Advertising Platform


June 16, 2011 - NEW YORK, NY

Tapad, the technology company with the first and largest platform for real-time advertising on smart devices, announced the launch of its mobile retargeting product today. Retargeting is one of the best performing strategies in online display advertising. By extending this technology to mobile, Tapad gives advertisers the ability to remarket to their mobile users. Studies show that an average user visits an advertiser's digital property 5 to 7 times before making a purchase or converting. Though users have shown intent to buy, there is a lot of opportunity for users to exit the sales funnel without ever converting. Tapad's mobile retargeting product allows advertisers to retarget those most valuable prospects.

Online retargeting has been shown to be very effective in display advertising. A comScore study showed that retargeting significantly outperforms other media placement strategies, resulting in 10x more lift than the control group. With Tapad's technology, advertisers can now extend retargeting to the mobile platform where a user can view the advertiser's website on their phone, and Tapad allows advertisers to re-target those users and bring them back.

This is the first time that advertisers have been able to buy a re-targeted audience of consumers on mobile phones. "We are very excited to be the first to bring a retargeting product to mobile. The majority of advertisers name retargeting data as the most important targeting signal, and since we are leading the way in mobile RTB, this was natural product for us to bring to market first. We are currently running several large retargeting campaigns which are utilizing this new technology and not surprisingly, we are seeing great results," said Are Traasdahl, founder and President of Tapad.

Tapad had previously announced an impressive list of investors, and today, in conjunction with the new mobile retargeting product, Tapad also added several new investors to that list including Avalon Ventures (Rich Levandov), Metamorphic Ventures, Quotidian Ventures, Ed Zander (former COO of Sun Microsystems and former CEO of Motorola), Nihal Mehta (founder of ipsh!, angel investor/advisor in AdMob and Greystripe), and Andrew Reis (co-founder and CEO of BlackOcean USA and co-founder of Tremor Media). These investors provide invaluable mobile expertise and will help to guide the company as it builds out its mobile advertising offering.

About Tapad
Tapad (www.tapad.com) is a technology company which created the first and largest real-time advertising platform for cross-platform advertising with inventory across computers, mobile phones, and tablets. Tapad is the first to launch a retargeting product for the mobile platform. Tapad's technology allows marketers and advertisers to make real-time decisions about the value of a user before serving an ad. Tapad combines audience buying and cross-platform targeting, enabling advertisers to reach consumers no matter what device they are using. The end result is more relevant advertising for users, higher ROI and efficiency for advertisers, and better monetization for publishers. Tapad's open platform is scalable to billions of ad impressions per day, providing unprecedented transparency and flexibility when buying ads.

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