BroadSign and Taptap Partner to Bring Omnichannel Programmatic Offering to the Dooh Environment

This alliance will allow the use of location intelligence, that merges location data with other audience dimensions and points of interest, to make more informed Dooh advertising decisions.

BroadSign y Taptap Digital have developed a new ad tech integration that unlocks Broadsign Reach's global network of out-of-home digital programmatic inventory (Dooh) and dynamic creative capabilities for media buyers using the Sonata suite of omnichannel advertising solutions.

This alliance combines the supply-side platform (Supply Side Platform – SSP) Broadsign Reach with Sonata demand-side platform (Sonata Demand-Side-Platform – DSP) from Taptap and the data management platform (Data Management Platform – DMP), offering a complete set of solutions that connects Dooh with other digital channels and uses data to inform, plan and measure ads in an omnichannel environment.

Combining Sonata geospatial intelligence with Broadsign Reach APIs, offering detailed screen insights and faster creative loading speeds, Taptap can offer an improved Dooh experience.

“Our partnership with Broadsign is a great combination that offers more possibilities and better results for our clients. It has an extensive global Dooh supply that is essential for Taptap, as we serve media buyers around the world, many of which are based in Europe, South America and North America and Africa”, comments Álvaro Mayol, CPO and CTO of Taptap Digital. "Besides, Broadsign tools and APIs simplify inventory and audience analysis, as well as creative approval, which greatly speeds up the process. Really.”

Taptap Customers Now Leverage the Sonata Ecosystem's Vast Data for More Accurate Dooh Planning and Purchasing, as well as improved coverage and range measurement. For example, media buyers can use location intelligence, that merges location data with other audience dimensions and points of interest, to make more informed Dooh advertising decisions.

When combined with new creative opportunities, The technologies also allow buyers to incorporate new factors into Dooh activations such as audience analysis and proximity, as well as real-time triggers, like the weather, traffic patterns and time of day, inter alia.

With Broadsign Reach and the introduction of Sonata tools for Dooh buyers such as AI optimization and Business Intelligence insights, Media buyers can also implement highly efficient Dooh and truly omnichannel campaigns from start to finish..

“Tapta has developed a very robust global omnichannel media buying platform with data and location capabilities that extend far beyond traditional DSPs.”, making it an ideal partner for Broadsign, as we expand the Broadsign Reach footprint”, comenta Adam Green, senior vice president and general manager of Broadsign Reach. “Advertisers can leverage their technology to deliver more targeted and engaging ads based on real-time conditions, while DOOH publishers on the Broadsign network gain new exposure to omnichannel media buyers who might not otherwise have considered Dooh “.