• by Tyler Loechner  @mp_tyler, September 15, 2015

Mobile audience targeting firm NinthDecimal on Tuesday announced it has partnered with cross-device targeting company Tapad. The partnership will give NinthDecimal access to Tapad’s “device graph,” which links users across devices.

Specifically, the partnership is intended to improve NinthDecimal’s in-store attribution platform, LCI.

Tapad’s cross-device data will be baked into LCI, meaning NinthDecimal’s retail clients will get a better sense of how effective their campaigns were with consumers on different devices. NinthDecimal says it has tested with over 15 retail campaigns so far.

“Marketers need to understand how effective their campaigns are across all devices,” stated Michael Fordyce, CEO of NinthDecimal.