MediaMath Acquires Cookie-less Targeting Company Tactads

With the downfall of cookies allegedly written on the wall, many ad buying platforms are looking for ways to prepare themselves for the future of targeting.

In a play to do just that, MediaMath on Thursday announced its acquisition of Tactads, a company that provides cookie-less and cross-device targeting tech. Tactads’ tech will be integrated into TerminalOne, MediaMath’s demand-side platform (DSP).

Terms of the deal were not disclosed.

“The usage of multiple Web-enabled devices has reached a critical mass and so has the challenge of targeting hyper-connected users across screens,” stated Joe Zawadzki, CEO of MediaMath.

Like most others with cross-device or cookie-less targeting tech, Tactads uses a probabilistic method to track consumers across their devices, meaning it tracks audiences that behave similarly rather than individuals. The France-based company developed its own software for the targeting.

The Tactads acquisition is part of MediaMath’s ultimate goal of creating a hub within TerminalOne meant solely for cross-device campaigns. MediaMath is calling that hub “ConnectedID,” and said Tactads’ tech will be one component. MediaMath plans to have ConnectedID available in beta in Q3 2014.

A company representative told RTM Daily that Tactads will no longer operate independently. The Tactads team will become full-time MediaMath employees.

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