Customer identity software provider Signal has announced it has partnered with with Tapad, a provider of unified, cross-screen marketing technology solutions.

The global integration extends device connectivity for Signal’s clients across North America, APAC, and EMEA by leveraging Tapad’s proprietary Device Graph, enabling Signal clients to build an even broader view of their known customers across multiple devices and realise more strategic insights into their high-value users.

The partnership also allows Signal’s clients to integrate in real time with Tapad’s media platform, Unify, which enables advertisers to make real-time activation and buying decisions with maximum scale, as well as automated reporting and measurement.

Signal founder and CRO Marc Kiven said continuously recognising customers across devices instantly and in a privacy-safe way is essential for marketers to stay competitive.

“We are thrilled to enter this unique, global partnership with Tapad, enabling our clients to access their technology and more effectively reach customers in real-time and at scale,” he said.

Pierre Martensson, senior vice prsident and general manager of Tapad’s global data division, added that being able to leverage a persistent view of customer connections across devices is a huge challenge for brands.

“With Tapad, Signal is now able to connect with the billions of existing data points in our Device Graph to help clients better understand customer behavior and realise even stronger customer engagement,” he said.