Ads That Follow You Home: Has Tapad Cracked The Code Of Cross-Device Advertising?
Tapad is having a growth spurt. From a modest corner office, the digital advertising startup has encroached on the entire 20th floor of a building in Manhattan's Chelsea neighborhood--with the exception of a walled-off chunk in the center, taken up by a lighting company. Cofounder and CEO Are ("Ah-ree") Traasdahl needs the space: He has hired 44 people in the last year, 10 in just the last month. The squatter demands $65,000 to move. "New York real estate," sighs Traasdahl, 40. Growing pains are Traasdahl's badge of honor. Thumbplay, his mobile-app store that predated the iPhone, expanded from sales of zero to $100 million in less than three years. With Tapad he's piloting another rocket ship.