TAPTAP

What TAPTAP does

Taptap Digital, S.L. (TAPTAP) is a Madrid-headquartered programmatic advertising technology company founded in 2010 by Álvaro del Castillo. The company operates an area-based omnichannel marketing platform centered on location intelligence, with its core product SONATA (also marketed as TAPTAP DSP) providing programmatic media buying across digital out-of-home (DOOH), connected TV (CTV), and digital channels. Built on top of this platform are four solution modules — Retail Origins (visitor origin and competitor overlap analytics), Total Retail (sofa-to-store journey planning), Real-life Context (offline behavior activation), and Connected TV (area-based CTV planning) — alongside AI-augmented features including AI Audience Finder, Geo Lookalikes, and Drive To Store+. The technical foundation is a proprietary Area-based Planning Framework that unifies hundreds of online and offline georeferenced datasets with consented and anonymised mobility data to enable cookieless audience targeting and cross-channel measurement, compliant with GDPR and IAB Europe TCF V2.2 standards (Vendor ID 475).

Taptap generates revenue primarily through programmatic advertising platform fees via Sonata and transaction-based programmatic DOOH campaign execution for enterprise brands and agencies. The go-to-market combines direct enterprise field sales (with regional leadership such as VP Revenue Iberia), flagship agency partnerships (notably Publicis Groupe and its agencies Starcom and Zenith), and self-serve access to the Sonata platform. The customer base is enterprise-oriented and spans retail, hospitality, F&B and QSR, cinema/entertainment, and CTV advertisers, with documented relationships including Publicis Media, Cinemark, Barceló Hotel Group, Hungry Lion, Mahou San Miguel, Mediamarkt, and Bel.

Taptap has expanded internationally from its Iberian base into the UK, Brazil, Peru, multiple African markets (South Africa, Namibia, Zambia, Botswana, Swaziland), and — most recently — Italy (via WAY, November 2025) and MENA (via TXT Media, June 2026). Following a March 2026 leadership transition that installed Álvaro Mayol as CEO alongside founder Álvaro del Castillo as non-executive President, the company has signaled an explicit pivot toward AI-first product development and accelerated global expansion, supported by approximately $119.7M in cumulative disclosed funding, headcount in the 101–250 range, and a recurring slate of industry awards.

Name

TAPTAP

Legal name

Taptap Digital, S.L.

Website

https://www.taptapdigital.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Taptap Digital is a Madrid-based adtech firm operating the Sonata programmatic platform, which uses location intelligence and georeferenced data to power area-based omnichannel advertising across DOOH, CTV, and digital for enterprise brands and major media agencies in EMEA, LATAM, Africa, and MENA.

Ownership category

akta.pro rank

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Programmatic Advertising Platform (Sonata DSP): Taptap Digital operates a geolocation-based advertising platform called Sonata (or TAPTAP DSP) that enables brands to execute area-based programmatic campaigns across multiple channels including DOOH, CTV, and digital. The platform provides audience targeting, campaign activation, and measurement capabilities powered by location intelligence.
2. Programmatic DOOH Campaigns: Revenue generated from executing programmatic digital out-of-home advertising campaigns for brands and agencies, utilizing location intelligence for audience targeting and campaign optimization.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

TAPTAP operates SONATA (TAPTAP DSP), a geolocation-based programmatic advertising platform that enables brands and agencies to plan and execute area-based omnichannel campaigns across digital out-of-home (DOOH), connected TV (CTV), and digital channels. Around the core DSP, the company sells four named solution modules — Retail Origins, Total Retail, Real-life Context, and Connected TV — that use proprietary location intelligence and georeferenced datasets to target, activate, and measure campaigns without relying on third-party cookies or unique identifiers.

Product overview

Taptap Digital offers an area-based omnichannel marketing platform centered on location intelligence. The core platform is SONATA/TAPTAP DSP, a geolocation-based advertising platform that powers programmatic media buying. Built around this platform are four key solution modules: Retail Origins (visitor origin analysis), Total Retail (sofa-to-store journey), Real-life Context (offline behavior activation), and Connected TV (area-based CTV planning). Additional AI-powered features include AI Audience Finder, Geo Lookalikes, and Drive To Store+. The entire offering is unified by a proprietary Area-based Planning Framework that leverages georeferenced datasets to enable privacy-safe audience targeting without relying on third-party cookies or unique identifiers.

Differentiator

Problem solved

Functional benefit

Products and services

• SONATA / TAPTAP DSP Core geolocation-based programmatic advertising platform that enables brands and agencies to execute area-based audience targeting and omnichannel activation across DOOH, CTV, and digital, powered by location intelligence.
• Retail Origins Solution that enables retailers and brands to identify aggregated home and work origin areas for store visitors, alongside areas where visitors are shared with competitors, powered by consented and anonymised mobility data.
• Total Retail Full-funnel omnichannel strategy solution that connects priming of potential customers from the start of their purchase journey, linking online engagement to in-store visits through TAPTAP's location intelligence.
• Real-life Context Solution that activates real-world context data to drive meaningful engagement by understanding consumer behavior in physical locations and incorporating offline signals into programmatic campaigns.
• Connected TV (CTV)

Quantifiable outcome

• 30% of impressions delivered were converted into app downloads
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• TXT MediacoreStrategic or Co-development Partner · 18 June 2026Strategic partnership announced June 18, 2026 to bring advanced location intelligence solutions to the MENA (Middle East and North Africa) region. TXT Media is an innovative advertising solutions provider operating across the Middle East and Global markets. The partnership introduces advanced geospatial audience planning and omnichannel activation capabilities to brands and agencies in the MENA region.
• WAYcoreStrategic or Co-development Partner · 13 November 2025Strategic partnership announced November 13, 2025 to accelerate location intelligence solutions in Italy. WAY avviata una collaborazione strategica con Taptap Digital sulle soluzioni pubblicitarie geospaziali. The partnership focuses on geospatial advertising solutions leveraging Taptap's location intelligence platform.
• Publicis GroupeflagshipGTM or Marketing PartnerOngoing collaboration with Publicis Groupe for programmatic DOOH campaigns and omnichannel marketing solutions. Multiple award-winning campaigns including 'programmatic DOOH CASTELLANA 200' with Mediamarkt and 'Bel - Point of Sale Support'. Taptap works with Publicis agencies including Starcom and Zenith.

Scale indicators2 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Vistar Media: Vistar Media is a programmatic DOOH ad server and SSP with omnichannel capabilities across digital and out-of-home inventory. It is directly comparable to Taptap's Sonata DSP and DOOH activation stack, both targeting omnichannel programmatic buying via agency partners.
• Hivestack: Hivestack operates a programmatic DOOH ad exchange and supply-side platform powering omnichannel campaign planning. It overlaps directly with Taptap's area-based DOOH and omnichannel activation proposition for brands and agencies.
• Place Exchange: Place Exchange is a programmatic marketplace for DOOH and omnichannel activation. It directly parallels Taptap's area-based programmatic offering, especially for omnichannel buys that span DOOH with digital channels.
• StackAdapt: StackAdapt is a multi-channel programmatic DSP supporting native, display, video, CTV, DOOH and audio. It is comparable to Taptap as an independent omnichannel DSP focused on mid-market and enterprise brand buyers.
• LiveRamp: LiveRamp provides data collaboration and identity infrastructure that powers audience targeting across the ad tech ecosystem. It is comparable to Taptap as a data-driven enablement layer for privacy-compliant, cross-channel audience activation.

Broad incumbents

• The Trade Desk: The Trade Desk is a leading independent omnichannel DSP with broad DOOH, CTV and digital activation capabilities. It is the closest large-scale incumbent analogue to Taptap's Sonata platform, operating at materially greater scale and breadth.
• Adform: Adform is a full-stack independent ad tech platform offering a DSP, DMP and creative tools across DOOH, CTV and digital. It competes with Taptap's Sonata DSP in omnichannel activation for agencies and brands, with broader geographic reach.

Emerging players

• Foursquare: Foursquare operates a location intelligence and geospatial data platform used for audience targeting and footfall measurement. It is comparable to Taptap's location-intelligence backbone, particularly the Retail Origins and Drive To Store+ solutions.
• Permutive: Permutive is a privacy-first audience platform enabling cookie-less targeting for publishers and advertisers. It overlaps with Taptap's privacy-first, cookie-less audience narrative and AI-driven audience discovery capabilities.

Others

• Lotame: Lotame is a global data management and identity platform supplying audience data and targeting infrastructure to ad tech buyers. It is comparable as an enabling data layer that supports privacy-conscious audience targeting similar to Taptap's area-based data stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TAPTAP_Digital
• LinkedInlinkedin.com/company/taptapdigital
• Instagraminstagram.com/taptapdigital

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TAPTAP