Announcing TapAd Audience Reach Extension Updates (7/8/20)
TapAd Audience Reach Extension provides probabilistic cross-device extension to increase the scale of the audiences as they are delivered to destinations. TapAd specifically provides linkages of cookies to cookies, cookies to mobile device IDs, and mobile device IDs to mobile device IDs, based on probabilistic modeling using identifiers like IP address, timestamp, and user agent.
For customers utilizing TapAd, we have increased our capacity on current system limitations to be able to process additional cookie linkages and improve the graph-building process. By making enhancements, we are able to extend more cookies to destinations, resulting in additional scale on top of what can be obtained today.
What will change with audiences I distribute to destinations?
Distributing audiences using TapAd 3P extension to cookies will be impacted by this change. When testing the new extension across 27 sample tests, we observed an average increase of 50% more audiences than those without extension applied.
Why is there an increase in scale?
Previously we placed caps against probabilistic cookie expansion because the full volume put excess strain on our systems. We’ve made an update to our graph-building process which improves the efficiency of linkages and allows us to provide every single cookie linkage provided to us by TapAd.
Can I opt out of this change?
Clients can opt out of using TapAd altogether, however they cannot forego the additional 50% extension when extension is applied, as it is a global change in behavior, not something that is configurable. If you have any questions, reach out to your account team or create a case in the LiveRamp Community portal.