• by Tyler Loechner  @mp_tyler, April 24, 2014

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.