Madrid, Spain - August 4 2022 – Taptap Digital and Hivestack finalize a new integration through which advertisers and marketers can activate Hivestack’s premium DOOH inventory programmatically via Taptap’s Sonata platform, an omnichannel demand side platform (DSP) powered by location intelligence.
With the addition of Hivestack, one of the largest independent programmatic DOOH ad tech companies, along with SSPs, Broadsign and VIOOH, nearly all of the global DOOH inventory on the market is available through Sonata, creating new ways to connect with additional audiences and more opportunity for integrated omnichannel campaigns.
In the Sonata platform, marketers can use location intelligence to plan, buy and analyze DOOH campaigns. Location intelligence aggregates online and offline contextual data to better understand the audiences located around screens. For example, inputs like mobility and presence (or, the volume of people around screens at a given time) help us to calculate the coverage, impacts and frequency of particular placements. Variables like digital affinity, including interaction with social media and search engines, provide insight into the interests and intent of these audiences.
Hivestack is a world-leading SSP for DOOH inventory, and a full stack programmatic technology for DOOH advertising. It boasts a significant share of global DOOH inventory, with coverage in 26+ markets across EMEA, APAC and the Americas, and a suite of proprietary technology and advertising solutions. Through the partnership, Taptap offers marketers the ability to not only programmatically activate DOOH, but to customize screen settings like budgets, creative units or dayparting based on their affinity. Further, the location technology that powers the Sonata platform and its omnichannel DSP enables seamless and efficient coordination of DOOH campaigns with other media channels (including display, video, audio and more).
Brands are also able to use Sonata to measure attribution driven by outdoor campaigns to understand, beyond screen reach and affinity, how the inventory in the Hivestack and other DOOH platforms contribute to driving foot traffic, which is fast becoming a key performance metric for this channel.
Alvaro Mayol, Partner and CPO & CTO says, “Taptap is thrilled to partner with Hivestack for programmatic DOOH. We want to provide a tool to advertisers that lets them see the full picture of the inventory available on the market to properly analyze it collectively. Between Hivestack, Broadsign and VIOOH, they can do so, using geospatial intelligence to plan and buy campaigns in a way that incorporates the context and gets them closer and closer to real time buying.”
About Taptap Digital
Taptap Digital is a technology company in the marketing and advertising sector with presence in Europe, Africa and America. Through its proprietary platform, Sonata, Taptap applies geospatial technology and artificial intelligence to multidimensional audience planning, omnichannel advertising activation and measurement of results, online and off. Taptap delivers transparent, objective and tangible results for global brands and agencies in more than 85 countries. For more information, visit www.taptapdigital.com.
Hivestack is the largest independent, global, full stack, marketing technology company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. Hivestack was founded in 2017 with headquarters in Montreal, Canada and operates in 25+ countries across the globe. For more information, please visit hivestack.com or follow us on LinkedIn, Twitter and Facebook @hivestack.
Global Marketing & Communications Director