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When we started building Taptap, our ambition was to use technology and data to help advertisers make better decisions. That hasn't changed. What has changed is the scale of what we can now achieve.

Over the past few years, we've grown from a business with strong roots in Spain and Latin America into an international technology company. We've invested in our platform, expanded into new markets and brought together talented people who share our belief in where advertising is heading.

Acquiring Skyrise is a major step in that journey. But for me, the most exciting part isn't simply becoming a bigger company. It's what we can now build together.

Taptap Leadership Team Meeting, London, September 2026.

Two businesses, one shared direction

Skyrise is a business we've admired for its expertise in audience design and modelling, its strong position in the UK and the quality of its technology. Like Taptap, it has spent more than 15 years developing solutions that help advertisers understand and reach audiences more effectively.

There is a natural fit between us.

Skyrise brings high-quality deterministic data, proprietary audience models and valuable experience in CTV and programmatic Digital Out of Home (prDOOH). Taptap brings Location Intelligence, omnichannel activation, measurement and the engineering capabilities to develop these solutions across more markets.

But this isn't about simply combining two sets of technology. It's about bringing together people, experience and complementary ways of looking at the same challenge: how can we make advertising more relevant and deliver better results for our clients?

Starting with the opportunity, not the channel

One thing I've always believed is that advertising should start with understanding the audience and the business opportunity, not choosing a media channel.

For years, the industry has organised planning around separate environments, each with its own data, targeting and measurement. But consumers don't live their lives in channels.

They move between home, work, shops and everything in between.

Location Intelligence helps us connect those moments. Combined with Skyrise's audience expertise, we can build a more complete picture of where relevant audiences are concentrated and how best to reach them across CTV, prDOOH, mobile, desktop and audio.

The result is a more joined-up approach to media, guided by audiences and business objectives rather than the boundaries between platforms.

Looking beyond impressions

I also think advertisers are asking a different question today. It's no longer just about how many people saw an ad. It's about what happened as a result.

This is where I see some of our biggest opportunities.

We're bringing together our measurement expertise to better connect media exposure with outcomes such as incremental visits, demand and changes in consumer behaviour, recognising that different channels require different approaches to measurement.

Retail is a good example. Knowing what happens at the point of sale is important, but understanding where customers come from and how a store's catchment area is changing can tell us much more about where the business opportunity lies.

That's the thinking behind Retail Origins, powered by Tesela. By analysing aggregated and anonymised mobility and visitation data, we can help retailers identify where they're gaining or losing ground, where they have room to grow and how media can support those opportunities.

For me, that's a much more interesting conversation than simply deciding where to place advertising.

Growing globally without losing what makes us different

Skyrise also brings something that technology alone can't deliver: an experienced team, strong client relationships and deep knowledge of the UK market.

We've learned that having a global platform doesn't mean every market works in the same way. Local knowledge matters, and so do the relationships people have spent years building.

Our approach is to bring our teams together, preserve what makes each business successful and give them the technology and resources to do more.

At the same time, combining our capabilities opens up new opportunities for Media Curation, allowing agencies and advertisers to access our audience intelligence through the platforms they already use.

Building what comes next

AI will play an important role in this next chapter. We've used Machine Learning in our technology for years, but generative and agentic AI are changing how we develop products, analyse data and work with clients.

What excites me isn't automation for its own sake. It's the possibility of making sophisticated technology easier to use and helping our teams spend more time on the decisions that really matter.

Ultimately, that's how I see the combination of Taptap and Skyrise.

We're bringing together two established businesses, with complementary strengths and a shared ambition to make advertising work harder for brands.

There's a lot ahead of us, and we're only at the beginning of what we can build together.

I don't want Taptap to be recognised simply for its size or technology. I want us to be recognised for the value we create for our clients.

That's the company we're building.

Discover more about Taptap Digital and Skyrise.

www.taptapdigital.com