Taptap Digital

Programmatic DOOH is the media channel with the lowest environmental impact, generating 0.0052 mg of CO2 emissions

Sustainability is now a strategic priority for businesses across every sector. In line with this commitment, JCDecaux has worked with Taptap Digital to develop a study quantifying the carbon footprint of programmatic Digital Out-of-Home campaigns, or pDOOH.

Ad Tech Rewritten by Agentic AI, Intent and Transparency

This ExchangeWire opinion piece compiles ad tech experts’ views on the forces reshaping the industry in 2026. Contributors highlight agentic AI and conversational interfaces driving a shift from destination-based browsing to intent-driven discovery, where the "moment of intent" is captured upstream of publishers. Privacy regulations and the decline of third-party IDs are accelerating moves toward contextual and privacy-first solutions. The article discusses emerging technical concepts and protocols — including the Ad Context Protocol (AdCP) and IAB’s ARTF containerised workflows — that may reduce manual planning friction and enable earlier sell-side decisioning. Experts also describe a K-shaped M&A environment favoring specialized, transparent vendors, growing scrutiny on supply quality, and the risk that easily replicated execution tools will lose value unless they demonstrably add differentiated utility.

Taptap Digital Appoints Álvaro Mayol as CEO

Taptap Digital, an area-based omnichannel marketing platform that uses location intelligence, has appointed Álvaro Mayol as CEO as part of a completed governance plan. Founder Álvaro del Castillo moves to a non-executive President role where he will continue to provide strategic vision and manage investor relations; he remains the company's sole minority shareholder and a board member. Mayol has worked at Taptap for over 12 years, most recently as global managing director and previously as chief product officer, leading product development, technology and operations. The company highlights investments in an AI framework, hires in machine learning and data science, and an international footprint including Spain, the UK, the US, South Africa, Brazil and LATAM as it pursues expansion and client growth.