Can Mobile Targeting Ever be as Accurate as Cookies on the Desktop?
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Mobile ad startup Tapad announced on Thursday it closed a $6.5 million series B funding round led by venture capital fund Firsthand Technology. By analyzing hundreds of data points including device type, browser type and content source, Tapad says that it can target consumers across devices with 70% to 75% accuracy. In turn, the company has attracted high-profile investors and 75 customers in Fortune 500.
But Tapad is just one of numerous cross-device tracking companies to capture the attention of Madison Avenue and Silicon Alley with such claims. While mobile device adoption has been a boon to Apple and Samsung, it has threatened to make cookies–the lifeblood of digital advertising–less relevant. As the cookie slowly crumbles, advertisers have heralded new technologies that will one day replace them.
“I don’t think cookies on the desktop are going away.” Nihal Mehta, CEO and co-founder of social intent targeting startup LocalResponse, said. “They’re always going to exist.” That said, his company is among an emerging group focused on how to track people’s media behavior across devices that goes beyond basic cookie tracking.
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