At its core, Device is a probabilistic solution that eschews cookies as the connective tissue between different devices. The resultant device ID becomes the basis for anonymized retargeting, message sequencing and fractional attribution, whereby advertisers and agencies can get a better picture of which partners are most effective and which media has the best performance across certain channels.
“There are a number of situations where cookies are limited in their ability to track a conversion back to the ad exposure or the interaction that led up to it, which is particularly acute in mobile”,
said Flashtalking’s CEO John Nardone, who sold his previous company, [x+1], to Rocket Fuel in summer 2014 and joined Flashtalking a little less than a year later.
Flashtalking is an independent ad serving, tracking and technology company, providing digital advertising products, service and support for online advertisers, key media buying and creative agencies. The company, whose clients include Walmart, American Express, AT&T, VW, Honda and StubHub, has more than 260 employees spread across offices in London, San Francisco, Chicago, Los Angeles, Amsterdam, Leeds, Cologne, Sydney and New York.
The following advisers of Classen Fuhrmanns & Partner were involved in the transaction: Dr. Dirk Classen (lead management), Dr. Achim Fuhrmanns and Dr. Christian Rosner.
Classen Fuhrmanns & Partner has legally advised and accompanied Flashtalking and its shareholders since the founding of Flashtalking’s German office in 2009, e.g. in connection with TA Associates’ investment in Flashtalking in summer 2013.
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