Digital ad tech firm Tappx has secured backing from the EU Horizon 2020 SME-1 fund to launch the world’s first programmatic server-side ad insertion (PSSAI) OTT/CTV solution.
Tappx PSSAI will be developed to simultaneously manage and programmatically insert contextually relevant OTT/CTV video ad content seamlessly into CTV content.
The solution is powered by AI/ML to analyse original video content and any associated metadata, enabling the Tappx PSSAI platform to serve contextually relevant content.
Tappx PSSAI can be used use across any type of digital CTV media player or any smart device, and can also circumvent current ad blockers.
“Tappx is immensely proud to have been selected and supported by the EU Horizon 2020 initiative,” said Tappx product strategist David Lahoz Martin. “Their backing is validation of Tappx’s 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,” he added. “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.”