What DAP does

DAP GmbH is a German software, data, and IT services company founded in 1979 and headquartered in Passau, with additional offices in Frankfurt am Main and Hamburg. The company serves three primary customer segments: media agencies, market-research and media-research organizations (TV broadcasters, radio stations, publishers), and small-to-medium enterprises (SMEs) requiring IT outsourcing. Its core software product, DAP MediaLine, is an integrated media-workflow platform covering master data, planning, purchasing, billing, and reporting, and it is extended by add-on modules including TVswift (TV reporting), RadioSwift (radio reporting), tv control AddOns (campaign forecasting and optimization), and the OBS Online Booking System developed for the VDZ publishers' association. For the market-research segment, DAP offers DAP Cross and DAP WebCross for statistical evaluation and cross-tabulation, the Swift Platform for reporting/presentation, and DAP DataLine as a flexible platform for computationally intensive data projects.

DAP generates revenue across five streams: software licenses and subscriptions (recurring), custom software development (one-time/project), data services (data entry, statistical analysis, BPO), IT managed services (cloud, server/storage, client management, database administration with Oracle Silver Partner status), and event-management software (Evenizer). The business model is direct enterprise sales with custom quote-based annual pricing — no public pricing exists — supported by a website-driven top-of-funnel motion, dedicated product-line sales contacts (Lisa Waldbauer for MediaLine, Wolfgang Büning for DataLine, Regine Saller for Data Services, Ulrich Nowak for IT Services), and a customer extranet for existing clients. Named enterprise customers include AGF Videoforschung, ARD MEDIA, GfK, Motor Presse Stuttgart, RMS (where DAP's RadioXpert is the standard tool for radio advertising planning in Germany), and VDZ.

The company is privately held by founders and private shareholders, managed by Geschäftsführer Egon Schwanzl and Sebastian Zimmer, with 51-100 employees. It holds ISO/IEC 27001:2022 certification from TÜV Hessen (all 114 Annex A controls, no exclusions) and a Data Privacy Seal from valantic/TÜV (originally awarded 2013). In December 2025, DAP announced a strategic partnership with SkillWaze and Pangea Learning targeting talent development at 500+ US universities — its first publicly visible move outside the DACH market.

Name

DAP

Legal name

DAP GmbH

Website

https://dap-systems.de

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

DAP GmbH is a German software company providing media workflow software (DAP MediaLine), market-research analytics tools (Cross, WebCross, DataLine), data services, and IT outsourcing to media agencies, broadcasters, publishers, and SMEs in Germany.

Ownership category

akta.pro rank

Product category

Media & Market Research Software

NAICS

Software Publishers (51321), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

Professional Services Automation (PSA) & Services ERP (HDAEAEAF)

akta.pro secondary industry

Data & Analytics Platforms (Data Warehousing, Lakes, Streaming) (HDABAAAF)

Keywords

• Media workflow software
• Market research analytics
• Cross-tabulation software
• Radio audience reporting
• TV campaign planning

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licenses and Subscriptions: Sale of business software solutions including DAP MediaLine, DAP Cross, RadioSwift, TVswift, WebCross, and DataLine to media agencies, market researchers, and broadcasters.
2. Custom Software Development (Auftragssoftware): Individually tailored software solutions based on decades of developed software platforms. Includes DataLine projects, Swift platforms for reporting, and custom web developments.
3. Data Services: Data capture, processing, analysis and archiving services for research institutions, automotive brands, insurance companies, and publishers. Includes BPO (Business Process Outsourcing) services.
4. IT Services: IT solutions for SMEs including cloud computing, server & storage, client management, and database administration. Services include planning, procurement, installation, and maintenance of systems.
5. Event Management Software (Evenizer): Event management solution with online registration, secure login, email invitations, table management, and guest management.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

DAP develops and sells specialized business software for media agencies, TV and radio broadcasters, market and media research institutions, and publishers in the DACH region. The core platform DAP MediaLine unifies the full media workflow — master data, planning, purchasing, billing, and reporting — and is complemented by dedicated tools for TV and radio audience reporting (TVswift, RadioSwift, tv control AddOns), statistical tabulation (DAP Cross, DAP WebCross), and custom software development (DAP DataLine, Swift Platform, Evenizer). DAP also delivers data services (data entry, statistical analysis, BPO) and IT services (cloud, server/storage, client and database administration) primarily to SMEs.

Product overview

DAP (DAP GmbH) offers a comprehensive suite of business software, data services, and IT services. The core software portfolio is built around the DAP MediaLine® platform for media agencies and includes specialized modules for TV and radio research (TVswift, tv control® AddOns, RadioSwift), market research data analysis (DAP Cross, DAP WebCross), and custom software development (DAP DataLine, Swift Platform, Evenizer). Data Services provide data entry, statistical analysis, and BPO capabilities for market and media research. IT Services include cloud computing, server/storage solutions, client management, and database administration. The architecture is a platform-plus-modules approach where DAP MediaLine serves as the central hub with specialized add-on modules, complemented by standalone software products and managed services.

Differentiator

Problem solved

Functional benefit

Brands

• DAP MediaLine: Integrated media system for efficient workflow management in media agencies, including modules for master data, planning, purchasing, billing, and reporting.
• DAP Cross
• DAP WebCross
• DAP DataLine
• TVswift
• RadioSwift
• Evenizer

Products and services

• DAP MediaLine® Integrated media workflow management system for media agencies, covering master data, planning, purchasing, billing, and reporting modules for advertising campaigns across TV, radio, and print.
• TVswift Web-based TV reporting system providing comprehensive insight into current TV metrics, including news area, time-related evaluations, program scheduling, broadcast evaluations, and special reports with export functionality.
• RadioSwift Web-based radio reporting system that presents performance metrics of radio broadcasting, supporting all standard internet browsers with public and password-protected user areas.
• tv control® AddOns Add-on tools for TV campaign analysis and planning, including automatic campaign optimization, advertising block forecasting, and TV/advertising statistics layered on top of DAP's TV reporting products.
• DAP Cross Statistical evaluation software for mono- and bivariate frequency counts and tabulations in market and media research, built for easy data import and processing of large data volumes.
• DAP WebCross Web-based version of DAP Cross for browser-based cross-tabulation generation, with free table generation, individual graphics, Excel export, and mirrored backup systems for high data security.
• DAP DataLine In-house developed software platform for computationally intensive projects, combining information, data, and evaluations from different sources with fast big-data pivot table processing and a comfortable user interface.
• Swift Platform Reporting platform for displaying and marketing evaluation results with interactive graphical presentations, tables, data cube database systems, and customizable counting systems.
• DAP Evenizer Event management solution with online guest registration, secure login with personal access codes, individualized CI adaptation, email invitations and reminders, and venue management.
• Individual Web Development Custom web-based communication solutions ranging from simple internet presences to complex web applications, including large data handling, web hosting, and SSL certificates.
• Data Entry & Verification Full-spectrum data capture service from document preparation to form archiving, using manual and optical data capture stations with industrial scanners for research institutions, automotive brands, insurance companies, and publishers.
• Evaluations & Statistical Analysis Data preparation and statistical evaluation service using DAP's Cross system or common market research tools like SPSS, including tabulations, frequency counts, hypothesis tests, and multivariate analyses.
• BPO Data Service Business process outsourcing service for market and media research customers, allowing permanent or temporary outsourcing of business processes to DAP with customizable modules.
• Cloud Computing Customized cloud solutions (IT outsourcing) and SaaS application support for SMEs, providing applications via web browser with data processing and storage in German data centers.
• Server & Storage Consultation, conception, installation, procurement, and support for Windows and Linux networks, including network security concepts and backup solutions for SMEs.
• Client Management Hardware and software support service covering workstations, notebooks, mobile devices, printers, and scanners, with 1st and 2nd level support under service level agreements.
• Database Services Conception, installation, and support for database solutions using Oracle, DB2, and mySQL, supported by DAP's Oracle Silver Partnership status.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• SkillWazecoreStrategic or Co-development Partner · 12 December 2025Strategic alliance to create a talent development pipeline for student-athletes at over 500 universities. The ecosystem leverages AI-driven skill verification, online education, and industry-specific training to address the US skills gap and connect participants with employers in critical sectors.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• adesso SE: German-headquartered IT services and software provider with vertical solutions across industries including media. Comparable on the IT-services and custom-software pillar of DAP's business and competes for SME IT-outsourcing accounts in the German market.
• Allgeier SE: German IT services and software group with vertical industry solutions. Overlaps with DAP on the managed IT services, custom development, and German SME outsourcing side of the business.

Broad incumbents

• Nielsen: Global audience-measurement and market-research incumbent with proprietary ratings and analytics platforms serving the same broadcaster, agency, and advertiser customers DAP targets. DAP supplies tooling to entities in Nielsen's ecosystem (e.g., AGF), making it a partial incumbent peer.
• Kantar: Major market-research and audience-measurement firm with proprietary analytics platforms serving advertisers, agencies, and broadcasters. Comparable to DAP at the data-services/analytics layer with much broader global footprint.

Emerging players

• comScore: Digital media measurement and analytics platform providing audience and advertising analytics to agencies, broadcasters, and publishers. Overlaps with DAP's reporting and analytics layer but focused on digital rather than traditional TV/radio.
• Sawtooth Software: Specialized provider of survey-design, tabulation, and choice-modeling software for market research. Direct competitor to DAP Cross and WebCross in the research-institution and academic segment.
• Aprimo (Stibo Systems): Marketing resource management and workflow platform for enterprise marketing organizations, covering planning, budgeting, and content operations. Adjacent competitor to DAP MediaLine on the agency-side campaign workflow layer.

Direct peers

• Operative: Provides media management software for advertising agencies, broadcasters, and content owners, covering ad sales, planning, and trafficking. Direct competitor to DAP's media-agency workflow stack with overlapping buyer personas in agency holding companies.
• Mediaocean: Global leader in advertising operations software for media agencies, providing planning, buying, and workflow tools. Closest direct competitor to DAP MediaLine for cross-media campaign planning and billing workflows, though at significantly larger scale and global footprint.
• Wide Orbit: Media management software provider for broadcasters, agencies, and publishers, focused on TV/radio ad sales and traffic operations. Competes with DAP's TVswift and RadioSwift in the broadcaster and agency segment.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/dapgmbh
• LinkedInlinkedin.com/company/dap-gmbh

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about DAP