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.

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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.comMarketing

Frequently Asked Questions

Is visitor consent required for Tapad tracking?

Yes, Tapad requires explicit consent. Its cross-device identity graph links phones, tablets, and desktops to individuals or households using cookies and device fingerprinting. This constitutes marketing-level tracking under GDPR and ePrivacy, requiring informed consent before any data collection begins.

What tracking mechanisms does Tapad use?

Tapad sets cookies to identify devices and connects them into a cross-device identity graph. It fires tracking pixels to collect device signals including browser fingerprint, IP address, and device type. This data is shared with advertising partners for cross-screen targeting and unified frequency management across devices.

How does ConsentStack manage Tapad's cross-device tracking?

ConsentStack identifies Tapad's tracking pixels and cookie-setting scripts, assigning them to the marketing category. Without marketing consent, ConsentStack prevents Tapad from setting identification cookies or firing device-linking pixels. Once consent is granted, Tapad's cross-device graph scripts activate normally.

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Manage consent for Tapad

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

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