Tappx acquires video generation and monetization platform PlayOn Content

David Murphy

Programmatic ad tech firm Tappx has acquired video generation and monetization platform, PlayOn Content. Tappx said the acquisition will create a platform for global publishers which can generate, display and contextually monetize video content. 

PlayOn Content supports media publishers to maintain video inventory using its proprietary video players. It currently operates in media brand portfolios such as HuffPost, Prisa Radio and Grupo Kiss FM in Spain, and Televisa, Grupo Expansión and Multimedios GLP across Latin America.
As well as displaying and monetizing custom video content, PlayOn Content’s tech can  transform written and photographic content into monetizable videos, and automatically generate video content using live data on sports fixtures, financial markets, cryptocurrency markets and the weather. 

Tappx’s acquisition of PlayOn Content will enhance the platform’s audiovisual monetization offering by using Tappx’s contextual AV technology, Contextualize-It, as well as supporting its expansion into the UK, Portugal, LATAM and Spain markets. While the two companies will pool resources for sustainable growth and share insights on current and future products, PlayOn Content will continue to operate under its existing brand. Tappx and PlayOn Content first collaborated earlier in 2021 for Tappx’s launch of Contextualize-It; a contextual AdTech solution designed to analyze complex moving audiovisual content and deliver contextualized ads.

"PlayOn Content has developed a video player with innovative solutions that brings more video content to web publishers, which is completely complementary to Tappx’s solutions,” said Tappx CEO, Daniel Reina. “By integrating the PlayOn Content player with Tappx’s monetization and contextualization solutions, we can bring much more value to publishers, allowing them to make important qualitative leaps in strategies for generating and monetizing video content.”