Tappx to Develop and Launch the World’s First Programmatic Server-Side Ad Insertion Platform for the Digital TV Advertising Industry with Backing from EU Horizon 2020 Initiative

– Tappx to disrupt the global OTT/CTV advertising industry
-Tappx EU Horizon 2020 project combines OTT advertising, Server-Side Ad Insertion and programmatic buying technology in a single platform
– Tappx Programmatic SSAI platform utilizes AI to serve contextually relevant ads

Barcelona, Spain – Tappx – a leading AdTech company that delivers global digital advertising solutions for mobile and OTT/CTV – has secured backing from the EU Horizon 2020 SME-1 fund to develop and launch the world’s first Programmatic Server-Side Ad Insertion (PSSAI) OTT/CTV (Over-the-Top/Connected TV) solution.

The Tappx EU Horizon 2020 project known as Tappx PSSAI is poised to disrupt the global digital TV advertising industry, because it can simultaneously manage and programmatically insert contextually relevant OTT/CTV video ad content seamlessly into CTV content. For example, a holiday travel video ad is inserted following a TV scene of people boarding an aeroplane. The Tappx PSSAI is powered by artificial intelligence and machine learning, which can analyze original video content and any associated metadata, enabling the Tappx PSSAI platform to serve contextually relevant content.

The Tappx PSSAI solution delivers a robust and agnostic solution for use across any type of digital CTV media player or any smart device, thereby reducing implementation and deployment costs for the inclusion of new video players and future devices. PSSAI also solves one of the biggest problems facing the AdTech industry, which is ad blocking, since the Tappx PSSAI technology makes it possible to circumvent current ad blockers. Tappx PSSAI features significant benefits over current client ad insertion technology, because Tappx PSSAI is device and player independent, whereas current client side ad insertion systems require individual media players. At present there are over 100 media players in the digital TV market, across mobile, CTV, browsers and OTT USB sticks devices.

David Lahoz Martin, Product Strategist, at Tappx, commented:

“Tappx is immensely proud to have been selected and supported by the EU Horizon 2020 initiative. Their backing is validation of Tappx’ hard work and unstoppable drive for true innovation. The new Tappx Programmatic SSAI allows for targeted and non-intrusive programmatic advertising to be conducted at scale in the streaming video market. This quantum leap in SSAI methodology and technology offers true programmatic advertising capability for the OTT/CTV market, allowing for contextual and automatic insertion of targeted ads within internet streamed video content.”


About Tappx
Tappx is a leading AdTech company that delivers global digital advertising solutions for mobile and OTT/CTV. Tappx’ proprietary technology empowers publishers to maximize ad revenues across mobile and OTT channels. Tappx offers a distinct point of difference – its proprietary and state-of-the-art technology has been exclusively engineered for mobile and OTT markets, thereby offering brand and agencies with increased trust and transparency. In 2018, Tappx was voted Spain’s 2nd fastest growing startup by TECH5 and The Next Web. Tappx’ platform currently processes over 400 billion ad requests per month worldwide. Tappx was founded in 2014 by Daniel Reina (CEO) and Antonio Hervás (CTO). It has a global presence with offices in Barcelona, China and India.

About EU Horizon 2020
Horizon 2020 is the biggest EU Research and Innovation programme ever with nearly €80 billion of funding available over 7 years (2014 to 2020) – in addition to the private investment that this money will attract. It promises more breakthroughs, discoveries and world-firsts by taking great ideas from the lab to the market.

Horizon 2020 is the financial instrument implementing the Innovation Union, a Europe 2020 flagship initiative aimed at securing Europe’s global competitiveness. Seen as a means to drive economic growth and create jobs, Horizon 2020 has the political backing of Europe’s leaders and the Members of the European Parliament. They agreed that research is an investment in our future and so put it at the heart of the EU’s blueprint for smart, sustainable and inclusive growth and jobs.

By coupling research and innovation, Horizon 2020 is helping to achieve this with its emphasis on excellent science, industrial leadership and tackling societal challenges. The goal is to ensure Europe produces world-class science, removes barriers to innovation and makes it easier for the public and private sectors to work together in delivering innovation.

Horizon 2020 is open to everyone, with a simple structure that reduces red tape and time so participants can focus on what is really important. This approach makes sure new projects get off the ground quickly – and achieve results faster. The EU Framework Programme for Research and Innovation will be complemented by further measures to complete and further develop the European Research Area. These measures will aim at breaking down barriers to create a genuine single market for knowledge, research and innovation.