Taptap Digital, an omnichannel advertising and marketing intelligence company, announced its partnership with VIOOH, a leading global digital out of home (OOH) marketplace.

This partnership, which aims to make digital OOH more accessible and effective for agencies and advertisers, gives access to global inventory utilising Taptap’s geospatial intelligence for data-driven omnichannel media buying. Key markets for the partnership include Spain and Germany to be followed by Italy, UK, and the US among others.

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The addition of VIOOH’s supply-side platform (SSP) to Taptap’s demand-side platform (DSP) offers advertisers immediate access to JCDecaux’s premium digital transport, billboard and street furniture inventory, allowing them to plan and execute more contextually relevant and robust media campaigns. The programmatic OOH inventory delivers transparency across all transactions, and is set to expand to include airport inventory later this year.

“We are excited to announce that VIOOH’s OOH supply can now be accessed through the Sonata omnichannel DSP by Taptap, giving advertisers new tools and extensive reach for digital OOH campaigns,” said Alvaro Mayol, Chief Product & Technology Officer at Taptap “This integration pairs VIOOH’s scalable supply with Taptap’s geospatial intelligence, allowing for more advanced DOOH planning, buying and measurement bolstered by multiple datasets that connect online and offline environments.”

“Our partnership will give more advertisers access to a high quality, targeted and flexible media activation platform for their OOH campaigns,” said Gavin Wilson, Chief Revenue Officer at VIOOH. “We’re excited to work with Taptap to deliver campaigns that utilise geospatial intelligence paired with VIOOH’s premium OOH supply, to deliver more meaningful campaigns, driving efficiency and optimised results.”

Offering a flexible one-to-many medium that adapts to the budgets of small and large advertisers, VIOOH delivers a rigorous creative moderation process to ensure the authenticity of all data and provide brands with the opportunity to reach audiences on the go in a fraud-free environment.

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Advertisers can leverage Sonata Location Intelligence, Taptap’s geospatial intelligence platform, to evaluate, analyse and select prospective digital OOH placements with high reach and audience affinity. The omnichannel DSP facilitates buying and planning digital OOH alongside other channels for a more effective campaign with several touch points. Smart Groups, a new DSP feature for more targeted digital OOH buying, lets users organise screens into groups with custom settings (including CPMs, creatives, and pacing).

Programmatic DOOH can be used as a standalone solution or as a powerful part of an omnichannel campaign, giving advertisers the opportunity to take advantage of a brand-safe, high-impact channel in today’s fast-moving and uncertain climate. Programmatically managing ad campaigns across different types of inventory, from street-level to venue-based, through Taptap’s platform, allows businesses to make strategic decisions, improve flexibility and optimise campaign performance.