Tapad2

Tapad Harnesses Catchpoint Synthetic Monitoring to Ensure Optimal Performance for Brands, Agencies, and Marketers Around the World 

“With Catchpoint synthetic monitoring, we can more easily ensure we are delivering on our promise to our customers and partners when it comes to performance.”

– Pawel Cejrowski, Senior Software Engineer for Tapad

Industry:

  • Digital Identity Resolution

Solution:

  • Catchpoint Synthetic Monitoring

Founded in 2010, Tapad Inc. empowers brands, agencies and marketers to deliver personalized, relevant messages to vast audiences of consumers who all behave differently, use different devices, and increasingly expect personalized communications. Through its identity-driven solutions centered around the signature Tapad Graph, Tapad helps connect millions of consumers across billions of devices. The world's largest brands and agencies and most effective marketers entrust Tapad to provide an accurate, privacy-safe and unified approach to connecting with consumers across screens.  

The Tapad Graph™ associates digital identifiers at the individual and household levels. Those identifiers constantly change in line with newly introduced devices and changes in consumer behavior. Through advanced machine learning technology and partnerships with privacy-first, quality data providers, Tapad stays atop ever-evolving digital identifiers to ensure its customers can harness them in a privacy-safe compliant manner.  

Objective

Gain Better Insight into Performance

Tapad’s partners and customers take advantage of the company’s solutions by calling upon first- and third-party data or, in some cases, adding a marketing tag to their websites. No matter the approach, Tapad must ensure it does not negatively impact the performance of partner and customer web pages. 

To that end, Tapad regularly delivers reports that illustrate how it is performing for clients. “We need an easy, reliable and robust way to show response times across the globe,” explains Stig Henriksen, Software Engineer at Tapad.

As Tapad was getting ready to launch a new product for a strategic customer, it needed a way to effectively test different web pages and sites across different global locations. “More brands need to bring identity resolution in house for privacy safeguards, so we’re enabling that through a tag they add to their digital properties. As part of our mission, we need to ensure the tag performs well,” adds Paweł Cejrowski, Senior Software Engineer at Tapad. 

Tapad’s engineering team was conducting endpoint monitoring to measure performance from different global locations. However, this didn’t account for the end user experience since endpoint monitoring doesn’t provide insight into how Tapad tags behave in end user browsers.  

Needing better insight into what was happening with its products so it can effectively understand the source of potential issues and more quickly address them to ensure optimal performance, Tapad began looking for a monitoring solution. 

Solution

Proven Solution for Synthetic and Browser-based Tests

As a Google Cloud Platform (GCP) customer, Tapad first considered taking advantage of GCP PCP checks. However, this approach didn’t allow Tapad to run its JavaScript code for uptime checks.

Wanting both synthetic and browser-based tests, Tapad contemplated building an in-house solution but quickly discarded the idea. “Such a solution is tremendously complex. It would have taken months, if not years, to fulfill our needs,” says Cejrowski. 

According to Cejrowski, Tapad was immediately sold on Catchpoint’s synthetic monitoring for end user performance measurement once it saw the demo. “Catchpoint supports integration of the JavaScript that powers our tags and makes it easy to create tests programmatically.”   

In fact, Catchpoint helped the Tapad team automate the test creation process using REST APIs. “Catchpoint’s solutions engineer was extremely helpful and saved us significant time on API discovery,” continues Cejrowski. 

 

Validating Products Before and After Release

As Tapad was designing its newest service, it used Catchpoint from the start to measure performance. Running tests in its production environment helps Tapad’s engineers optimize performance before release. The team can also use Catchpoint to monitor product performance after release – for this and the company’s other offerings – by seeing the real-time user journey. This helps Tapad ensure it is meeting customer expectations and its SLAs. 

“Our customer’s rightfully expect us to meet certain technical requirements when it comes to response latency and the like. Using Catchpoint, we can demonstrate to our customers and ourselves that we meet those expectations,” says Henriksen. 

 

Streamlining Customer Onboarding and Ongoing Monitoring

As it is pursuing new customers, Tapad uses Catchpoint web page tests for validation and assurance that its solution is as good as an incumbent or competitor. During customer onboarding, Catchpoint enables Tapad to conduct a smoke test without requiring customers to generate data. “Synthetic data from Catchpoint alleviates our customers of the need to provide data. We can ensure our solution works as the customer expects while also integrating them more quickly,” Henriksen says.  

By tweaking the initial Catchpoint test used for onboarding, Tapad is also able to monitor ongoing performance for customers with little effort.  

 

Gaining Granular Insight Into Performance

Tapad’s ability to run web page tests and see dashboards and reports using Catchpoint empowers the engineering team in new ways. If the team, for instance, notices variable performance in a region, it can see a breakdown of the stages of HTTP requests, including TLS resolution and DNS lookups.  

Catchpoint has also proven valuable in helping debug performance. Tapad can see how its tag or endpoint performs in the context of a web page and what is happening in that region, such as general DNS performance. In turn, Tapad can more confidently satisfy its SLAs. 

“Catchpoint eliminates guesswork about how we’re performing both internally and externally. As a result, we can react quickly to performance degradations and our customers can be confident about performance,” says Henriksen. 

 

More Easily Explain Outliers to Customers

Without Catchpoint synthetic monitoring, Tapad would not have insight into performance outliers. “The closest we could get to end users would be at the load balancer level,” Henriksen explains.   

With Catchpoint, the engineering team can see performance all the way to end users. By gaining accurate data into performance around the world as well as a granular breakdown of variables, Tapad is empowered to more easily determine if a performance issue is caused by an outlier.   

In fact, it can narrow issues down to a single event. “With Catchpoint, we aren’t just relying on a median or average. We can investigate single events and requests and even understand the reason for slow performance,” continues Cejrowski. 

 

Better Empowering Customers

Tapad is always exploring ways brands, agencies, and marketers can leverage its solutions. By using Catchpoint, it can measure the end user experience around the world to provide granular insight into how its customers can best take advantage of the Tapad Graph. 

“With Catchpoint, we can enable our customers to feel more in control and empowered to join their data with the Tapad Graph,” says Cejrowski. 

Results

Proactively Improving the User Experience

According to Cejrowski, Catchpoint’s impact is invaluable. “Not only did we save money by going with proven Catchpoint synthetic monitoring, but we are also achieving better results than we could have by building a solution in house.” 

Going forward, Tapad plans to take advantage of Catchpoint to further automate core processes. For example, by integrating its services with Catchpoint, it can automatically run tests when onboarding new customers. 

In addition, Tapad intends to use more of Catchpoint’s alerting features. Today it uses Google Cloud to monitor response latency. Catchpoint synthetic monitoring complements this with performance measured from the end user perspective. “The integration of the two will provide us with more data points for fine-grained performance measurements. We can combine that with our internal time series monitoring for an even better view into performance and outliers to accelerate debugging,” says Henriksen. 

In fact, Tapad is excited by all the possibilities at its fingertips with Catchpoint. “Catchpoint is easy for our engineers to learn because the user interface is so intuitive. As a result, Catchpoint empowers our team without friction,” he concludes.  

  

Explore Synthetic Monitoring

Founded in 2010, Tapad Inc. empowers brands, agencies and marketers to deliver personalized, relevant messages to vast audiences of consumers who all behave differently, use different devices, and increasingly expect personalized communications. Through its identity-driven solutions centered around the signature Tapad Graph, Tapad helps connect millions of consumers across billions of devices. The world's largest brands and agencies and most effective marketers entrust Tapad to provide an accurate, privacy-safe and unified approach to connecting with consumers across screens. 

b948d110-a6f0-452f-8edc-796abe3b4397_medium