Tappx – an 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 airplane. 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 the 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.”