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Tapad

Tapad

Cross-device advertising and audience extension platform. Tapad's device graph links phones, tablets, and desktops to the same household or individual for unified frequency management and cross-screen campaign targeting.

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Overview

Tapad is a cross-device advertising and audience extension platform. Its device graph links phones, tablets, and desktops to the same household or individual for unified frequency management and cross-screen campaign targeting.

What This Script Does

  • Sets cookies to identify devices and link them to a cross-device identity graph
  • Fires tracking pixels to collect device signals (browser fingerprint, IP address, device type)
  • Shares device graph data with advertising partners for cross-screen targeting
  • Sends network requests to Tapad's servers to match the current device to known device clusters

Consent & Compliance

  • Category: Marketing
  • GDPR: Requires consent. Cross-device identity resolution processes personal data extensively to build persistent user profiles across devices.
  • CCPA: Qualifies as a sale/share of personal information. Device graph data is shared with third-party advertisers.
  • ePrivacy: Requires consent for cookies used to build cross-device identity graphs.

Should You Block This Without Consent?

Yes. Tapad exists solely to link user identities across devices for advertising purposes. It provides no site functionality and should be blocked until the user consents to marketing cookies.

Is Tapad GDPR compliant?

Tapad typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Tapad can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Tapad, not on Tapad itself.

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Consent Categories

Marketing

Also Known As

Tapadcross-device advertisingdevice graph targetinghousehold targetingcross-screen frequency cappingTelenor Tapad

Industries

Marketing and AdvertisingBusiness and Consumer Services

Tracked Domains (1)

Tapad's trackers are common, seen on about 12% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

tapad.comMarketing

tapad.com is a marketing domain operated by Tapad, used to serve ads, build audiences, and measure ad conversions. Seen on about 12% of scanned sites.

Frequently Asked Questions

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ConsentStack automatically detects and manages Tapad trackers so your site stays compliant with global privacy regulations.

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