Madrid, 31st October 2023, Taptap, a predictive advertising platform empowering brands to predict with precision and unlock advertising success at scale, today announces the appointment of Nigel Clarkson who joins in the newly created role of Global Chief Revenue Officer. Clarkson will lead and accelerate international expansion and scale global operations to further support growth of Taptap’s advertiser and agency customers.
“Through predictive analytics we aim to offer our clients a window into the future, enabling them to anticipate market trends and influence customer preferences with unparalleled accuracy. We’re continually evolving our company to help advertisers and agencies scale their business, support their growth and adapt to their evolving needs,” said Alvaro de Castillo Founder & CEO, Taptap. “I’m thrilled to have Nigel join in this pivotal role as we mature and grow. His experience and knowledge will be instrumental in the success of our international expansion in strategic markets where we plan to replicate the fantastic results our advertiser and agency partners have experienced in our EMEA and LATAM businesses since 2010.”
Clarkson’s appointment follows the recent appointment of Nigel Kwan in the newly created role of SVP Global Marketing. Both London-based, Clarkson and Kwan will join the Taptap leadership team. These appointments coincide with a new leadership structure within the company which will be led by Alvaro Mayol in the newly created role of General Manager. Madrid-based, Mayol moves from the position of Chief Product and Technology Officer, Taptap and will focus on accelerating innovation, bringing product development closer to the customer and delivering operational excellence.
“I am excited to be joining such a strong and passionate team that is helping clients and agencies plan, deliver and measure better advertising,” said Clarkson. “The media world is moving to omni-channel platforms, and Taptap’s data modelling expertise enables clients to understand not just who, but where their future customers are and how to engage them across multiple channels. Everything happens somewhere, and applying this thinking to deliver more effective, efficient and measurable advertising campaigns is where Taptap will take the lead.
“As the industry transitions away from user level data, the power of predictive modeling becomes crucial to advertising success,” said Mayol. “The illusive precision of cookies is no longer needed in a world where relevant targeting can be predicted based on the analysis of multiple signals for example age/income, content interest, context derived from location, travel patterns along with sales data. At Taptap we model these aggregated and anonymised data sets to understand geographic areas and help clients leverage this understanding to make smarter decisions with their advertising driving greater ROI from their media investments across CTV, DOOH, digital audio, desktop and mobile. Predictive modelling in this way provides clients a robust privacy-first audience solution which requires no user-level data, offering a distinct future-proof alternative to the cookie and other identifiers.”
About the new hires:
Nigel Clarkson — Global Chief Revenue officer
London-based, Clarkson joins from Hivestack where he was Global CRO for the digital out of home programmatic platform. He has previously held commercial leadership positions at Exterion, Global and Yahoo.
Nigel Kwan — SVP Global Marketing
London-based, joins from Outbrain where he was Global Head of International Marketing for the open web technology platform. Prior to that he has held marketing leadership positions at SpotX (Magnite), PubMatic and Amobee.
Alvaro Mayol — Partner & General Manager
Madrid-based and moves from the position of Chief Product and Technology Officer, Taptap, he has been with the company since 2014 when he joined as VP Product Management.
Taptap is a predictive advertising platform empowering brands to predict with precision and unlock efficient advertising success at scale. Helping brands find who and where their best customers are and engage them across CTV, DOOH, digital audio, desktop and mobile. Applying predictive modeling to demographic, behavioural, business and contextual data to enable smarter planning, buying and measurement across any channel whilst protecting user privacy. Current clients include global brands like Coca Cola, Dyson and LVMH and agencies groups such as GroupM, Dentsu and Publicis. Founded in 2010, Taptap is headquartered in Madrid with offices across the United States, Europe, South America and South Africa. To learn more, visit www.taptapdigital.com