Sonata, TAPTAP's digital advertising platform, will allow profiling and activation of enriched audiences in Hearst’s Mobile Apps inventory
TAPTAP, the Spanish technological multinational in digital advertising, and Hearst, the premium magazine editorial group, have reached a collaborative agreement for marketing the advertising inventory of applications through Sonata, TAPTAP's advanced digital advertising platform. This new agreement between TAPTAP and Hearst, after a two-year break, resumes the commercial relationship between the multinationals, with the goal of jointly exploring new channels of innovative advertising.
The Sonata platform will integrate the mobile app advertising inventory of well-known Hearst publications, among which are the iOS and Android mobile apps of Elle, Car and Driver, AR, Harper's Bazaar, Crecer Feliz, QUO, etc. As a result of this new agreement, TAPTAP and Hearst offer the Spanish advertising market the highest standards of brand safety put forward by the Sonata platform. Sonata integrates the measurement of viewability and brand safety "pre-bid" in its advertising impressions, establishes systems of protection against ad-fraud and certifies the quality of hyper-local data through its LQI (Location Quality Index) protocol. Sonata LQI allows agencies and advertisers to validate the geographic data of each impression, build geo-profile audience clusters, activate relevant audiences through geo-contextualized digital strategies and establish advanced physical attribution models.
Felipe Areal, partner and CFO of TAPTAP, explains, "This agreement highlights the fact that TAPTAP is moving forward in its commitment to introducing brands within the most premium ecosystem of the national digital advertising market. TAPTAP works together with the leading players in the market, promoting brand safety in campaigns, contributing segmentation and contextualization capacity, and offering multi-channel activation solutions."
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