The partnership will fulfil the increasing demand from agencies and advertisers for geocontextual solutions that unifies fragmented data and siloed media to deliver truly integrated   omnichannel programmatic strategies. Recent expansion into Germany, Austria, Switzerland, Netherlands and Ireland has seen the company establish a strong foothold in Western Europe, broadening out established business in Spain, UK, LATAM and Africa.

WAY will act as Taptap’s strategic and operational hub in Italy, ensuring localisation of solutions aligned to specific market needs. Rolling out Taptap’s suite of retail media solutions will be an initial focus. Launched by Taptap globally in recent months Total Retail offers a solution that integrates household transaction and in-store sales data with hundreds of georeferenced on and offline data points. This allows brands to plan and activate smarter area-based campaigns that engage customers throughout their purchase journey from sofa to store, across CTV, DOOH, mobile, desktop, and audio channels. 

WAY’s expertise will enable Taptap to grow its European footprint while expanding access to advanced geocontextual and programmatic marketing solutions.

About Taptap

Taptap Digital is an area-based marketing platform, helping brands discover who and where their ideal customers are and how best to reach them with location intelligence.

Predictive and real-time modelling of georeferenced data powers smarter audience definition and discovery for smarter planning, activation, and reporting across CTV, DOOH, digital audio, desktop, and mobile.

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 EMEA, LATAM and Africa. 

To learn more, visit www.taptapdigital.com

About WAY

WAY Partners (We Accelerate You) leads AdTech & Martech companies in international growth, particularly in expansion processes in European, Middle Eastern, and African markets.

The acronym "WAY" represents both the path to new geographical areas and an approach focused on business acceleration: market and competitive analysis, strategic development, team selection, business process design, business development, and company startup.

Our mission is to transform technological innovation into global growth, supporting companies in identifying new opportunities, mitigating risks, and effectively adapting to local contexts.

Our strength lies in the founding partners - Angelo Greggi, Barbara Bontempi, Carlo Poss, Federico de Nardis, Sara Buluggiu - five leading figures in the digital industry, with a solid international background deeply rooted in the advertising and media sectors.

For more information and the biographies of the founding partners: www.waypartners.eu

Read this in Italian here / Leggi questo contenuto in italiano qui:

• Engage Italy: https://www.engage.it/tecnologia/taptap-annuncia-la-partnership-con-way-per-accelerare-le-soluzioni-di-location-intelligence-in-italia.aspx

• Brand News: https://brand-news.it/player/ad-tech/way-avvia-una-collaborazione-strategica-con-la-piattaforma-taptap-digital-sulle-soluzioni-pubblicitarie-geospaziali/