Mullen's Mediahub Inks Deal With Cross-Screen Ad Tech Firm Tapad

Mediahub, the media planning and buying arm of Mullen Lowe, has strengthened its ties to ad tech by partnering with Tapad, a cross-device ad platform.

The partnership with Tapad comes after Mediahub successfully ran test campaigns for clients VH1 and National Geographic Channel. Real-Time Daily is told that the VH1 campaign ran across display, mobile, desktop and connected TVs, while the Nat Geo campaign ran across display, mobile and tablet.

VH1 ran a cross-device video campaign to promote their new reality series, “Walk of Shame Shuttle,” and claims to have seen a completion rate of 81%, while Nat Geo used both video and banner ads to promote “Ultimate Survival Alaska,” which ended in a response lift increase of 40%.

The partnership deepens Mediahub/Mullen’s relationship with the advertising technology world, as the agency last year partnered with Videology to run programmatic video ad campaigns.

Tapad uses “probabilistic” targeting algorithms -- i.e. no personally identifiable information is used -- to reach consumers across devices. Despite relying probabilistic rather than deterministic information, Tapad's data sets are highly accurate. Last year, Nielsen measured the accuracy of Tapad's data and concluded that it successfully matches devices 91.2% of the time. This allows marketers to follow their audience across devices with a relatively high degree of certainty.

Tapad recently raised $18.5 million in a Series B-2 round of funding and plans to use a portion of the funding to add linear TV measurement to its product. Details on that offering are expected soon, but it helps explain why an agency that services clients such as VH1 and Nat Geo is interested in using Tapad’s cross-screen marketing tech.

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