Broadsign and TapTap announce DOOH network integration

Broadsign has announced a partnership to supply the company’s DOOH inventory and creative offerings to media buyers, combining Broadsign’s Reach Supply Side Platform (SSP) with TapTap’s Sonata Demand Side Platform (DSP) and Data Management Platform (DMP).

The combined system can connect DOOH to other digital channels, using data to inform DOOH and omnichannel ad planning and measurement. 

Using TapTap’s Sonata DSP and Brightsign's Reach’s API, users can access a publisher set range with screen insights and creative upload speeds, using Sonata DSP’s data ecosystem for DOOH planning and buying, as well as measurement of DOOH coverage and on-target reach. 

Media buyers can also use location intelligence, merging location data with audience and point of interest dimensions. 

Additionally, users can incorporate audience analyses and proximity into DOOH activations, as well as real-time triggers including weather, traffic patterns and time of day. 

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