EQ Inc. announced that it has entered into an agreement with Tapad to create the largest, privacy forward, device identity graph in Canada. Combining Tapad's graph with EQ Works' LOCUS platform provides its Canadian partners more robust identity resolution, helping advertisers identify customers or related households across multiple devices. This new graph will enable customers of EQ Works to leverage identity resolution at scale to tap into cross-device insights for a variety of use cases including audience strategies, activation, and measurement, all while using data that is privacy-safe.

The solution allows for significantly improved accuracy in programmatic targeting, media measurement and attribution with EQ Works seeing over 30% increase in addressable device ID's. As IDFA's (Identifier for Advertisers) and MAID's (Mobile Ad ID's) are increasingly unavailable to advertisers, incorporating the Tapad Graph, with ID agnostic identity solutions, into a new blended solution with EQ Works, will provide a vehicle for insights to help clients understand the effectiveness and efficiencies of targeting. This agreement has an immediate beneficial impact to EQ Works' clients as it provides even more robust privacy-compliant data and data driven marketing.