Founded in 2010, TAPTAP is a global demand side platform / data management platform that is underpinned by location intelligence technology with access to premium, brand-safe global and local inventory.
It trades in over 85 countries, with 300 brands in every major agency group. TAPTAP aims to provide global technology with local expertise to efficiently connect brands to their audiences.
"Using TAPTAP's proprietary technology stack, we can leverage location and artificial intelligence to empower advanced audience segmentation and profiling, dynamic advertising activation and offline / online ad and footfall attribution," says Andrew Gillett, AMA's commercial director.
"Our fully managed or programmatic self-service offering guarantees location by drawing on up to 10 signal sources to qualify location," adds Gillett.
TAPTAP's use of multidimensional fresh data to build custom audience segments, via its Sonata platform, aims to help brands better communicate with the new consumer.
Sonata audience profiling combines real-time location, digital and physical behaviour, campaign affinity and intent signals to build a unique identifier called the Sonata ID. As TAPTAP prioritises user privacy and adheres to the strictest interpretation of GDPR regulations, all data in the platform is consensual and anonymous.
"Our audiences are mapped against a DMP with first and third-party data, as well as IAB audience buckets. It is also enriched by several data partners in the Sonata platform. This allows TAPTAP to offer granular audience targeting, with behavioural, intent and affinity signals across global and local premium inventory," says Gillett.
"This means we can activate contextually relevant audiences through omnichannel buying across the digital ecosystem, as well as OOH and programmatic DOOH coming in Q3," Gillett says.
The platform has indicated that over 50 brands in South Africa are already using TAPTAP, connecting to the full premium inventory ecosystem. There are more than 23 ad units available covering display, video, audio and native ads for desktop and mobile. In addition, the Sonata platform features dynamic creative optimisation.
"Our technology ecosystem helps global brands reach the right audiences in the right time and place for measurable and objective results. We are thrilled to see significant market adoption less than a year into our partnership with AMA and look forward to the future," says Alvaro Mayol, CPO / CTO and partner of TAPTAP Digital.
For more information, visit
www.taptapdigital.com.