Tapad Launches New CDP for Telcos
The whole GDPR deal
With a European owner, it was crystal clear to Tapad that these strategies needed to be compliant with GDPR (read more about the U.S. implications here). "The CRM data is onboarded to us, but we don't get the PII [personally identifying data], so that we don't see the individual; we see it as just a number or an ID. If the client wants to activate on their own properties, they are able to convert that number back into their own CRM data. We never see that." As regular DMN readers will know, that means that Tapad is not handling "personal data" as defined in GDPR at all.
"Having an owner with an HQ in Europe, it's absolutely impossible for us to operate without being compliant."
The shift at Tapad
I wondered whether the rebranding and product launch represented a sudden shift in Tapad's mission, or simply organic growth. "If you look back at where Tapad came from," said Eriksen, "yes, in one and a half years or so we've gone through a pretty big transition. But if you look at it from a solution perspective; at the core of it is the cross device solution, but as we have evolved that we see that connecting the devices is just one attribute. There are also behavioral attributes we can stitch into the graph. Then, working with Telenor, being able to stitch together first party data with the graph is the natural next step to build this out."
With the initial launch aimed exclusively at telcos (some of whom maybe want to get some of that Telenor business back), other verticals will have to wait and ponder. Ponder, especially, what Tapad's move represents for the CDP of the future.