Madrid, 22 May 2024
Taptap Digital, a leading area-based omnichannel marketing platform that helps brands reach their ideal customers without the need for cookies, has joined the Mastercard Partner Network to transform how businesses advertise.
Mastercard Ad Insights will add another layer of precision to Taptap's robust data ecosystem, providing advertisers with even more enhanced audience building and campaign planning. Clients who engage with Taptap will now be able to understand aggregated purchasing patterns across industries, geographic area, and consumer profiles.
Taptap’s data capability georeferences hundreds of online and offline data points where location is used as the common unifier, powering privacy first area-based marketing strategies. This unique approach provides deep insights into specific areas, allowing advertisers to target locations that align with their desired audience without needing to understand data on an individual level.
With Taptap, Mastercard Ad Insights becomes even more valuable to clients who can combine aggregated and anonymised spend data - available by a range of geographic areas - with multiple on and offline data sets already available on the Taptap platform. Advertisers can plan, activate and measure with greater intelligence by integrating location-based spend insights from Mastercard with a wide variety of georeferenced data sets that include demographics, mobility, online behaviour, social engagement and first party client data for a more complete view of their ideal customers and most importantly identify areas where they are concentrated.
“This partnership with Mastercard is perfectly aligned to Taptap’s area-based marketing approach. Historic purchase data is a strong indicator of future intent and purchase behaviour is best understood by location,” said Alvaro Mayol, General Manager Taptap. “When combined with our understanding of many other georeferenced data sets, we offer advertisers an innovative solution for defining who their ideal customers are and then allow them to target areas where most of these ideal customers can be found across CTV, DOOH, Digital audio, mobile and desktop. This data unlocks added sophistication within our contextual engine allowing for more intent-driven activation and creative optimization.”
Mastercard spend data will be available via Taptap from May throughout the EU, UK and Brazil.
About Taptap Digital
Taptap Digital is an area-based marketing platform, helping brands to discover who and where their ideal customers are and how best to reach them without the need for cookies.
Predictive and real-time modeling of georeferenced data powers smarter audience definition and discovery for better planning, activation and reporting across CTV, DOOH, digital audio, desktop and mobile.
Current clients include global brands like Dyson and LVMH and agencies groups such as GroupM, Dentsu and Publicis. Founded in 2010, Taptap is headquartered in Madrid with offices across the United States, Europe, South America and South Africa.
