Tapad, a marketing technology subsidiary of telecoms company Telenor, has shifted to an identity-driven model as part of a global rebrand.

The rebrand includes renaming its proprietary device graph technology to The Tapad Graph, and the introduction of a platform to help marketers better connect and engage with new and existing customers called the Tapad Customer Data Platform (CDP).

The CDP is said to offer the marketers a personalised and privacy-safe platform to convert first and third-party data into campaigns. It makes marketers first-party data actionable against The Tapad Graph, and is initially being launched to the telecoms industry.

“Tapad is always evolving with the marketplace to ensure we are continually solving for the growing complexities faced by digital marketers,” said Sigvart Voss Eriksen, CEO of Tapad. “This shift in our business serves as a strong indicator of our commitment to delivering industry-forward products, particularly where big data meets personalization. For nearly a decade we have led the market in cross-device technology, which has set us up to scale beyond devices and provide the industry with the most comprehensive identity solutions.”