French startup Tapvalue raised $2.2 million (€1.6 million) to boost its international growth and keep iterating on the product. Tapvalue is an innovative cross-device tracking and advertising platform, but with a twist — it is specifically targeted towards offline retailers. In other words, the startup is bringing modern advertising technologies to brick and mortar store owners.

“Our technology lets you know everything about your users’ paths,” co-founder and CEO Frédéric Valette told me in a phone interview. “We are able to bring together online and offline data to show you the right ad on the right device at the right time and place.”Behind Tapvalue, the company is building three different key graphs. First, it identifies the user without relying on cookies. Then, the service will remember all the devices that you use — a single client often uses a laptop, a smartphone and a tablet. The service will store all this information. Finally, the company keeps track of your location and habits.

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