BroadSign and Taptap partner to bring omnichannel programmatic offering to 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 and Taptap Digital Broadsign Reach has developed a new ad technology integration that opens up Broadsign Reach's global network of digital out-of-home programmatic inventory (Dooh) and dynamic creative capabilities for media buyers using Sonata's suite of omnichannel advertising solutions.

This alliance combines the supply-side platform (Supply Side Platform – ssp) Broadsign Reach with Sonata's Demand-Side Platform (Sonata Demand-Side-Platform – Dsp) Taptap's data management platform (Data Management Platform – DMP), offering a full suite of solutions that connects Dooh with other digital channels and uses data to inform, Plan and measure ads in an omnichannel environment.

Combining Sonata's geospatial intelligence with Broadsign Reach APIs, offering detailed screen insights and faster creative loading speeds, Taptap Can Deliver an Enhanced Dooh Experience.

“Our partnership with Broadsign is a great combination that offers more possibilities and better results to our customers. It has a large global Dooh supply that is critical to 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 & CTO of Taptap Digital. "In addition to, Broadsign's tools and APIs simplify inventory and audience analysis, as well as creative approval, which speeds up the process a lot. Really.”

Taptap customers now leverage Sonata's vast ecosystem data for more accurate Dooh planning and purchasing, as well as improved measurement of coverage and reach. 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.

By combining it with new creative opportunities, The technologies also allow buyers to incorporate new factors into Dooh activations, such as audience and proximity analytics, as well as real-time triggers, Like the weather, traffic patterns and time of day, among others.

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 footprint of Broadsign Reach", says Adam Green, Senior Vice President and General Manager, 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 have otherwise considered Dooh “.

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