Sydney's Tap aims to revolutionise US ad industry with AI

A new ad-tech startup, Tap, based in Sydney, has launched its AI-driven media buying platform in the United States, aiming to reshape the advertising industry. This initiative is spearheaded by Chris Edis, a seasoned veteran in media sales.

Chris Edis acknowledges the complexities businesses face in navigating the fragmented media landscape. While digital advertising via platforms like Google and Facebook has become deeply entrenched, traditional channels such as television, radio, billboards, and retail advertising have remained largely isolated and challenging to access. This fragmentation has led many businesses to prefer digital advertising, resulting in Google and Facebook commanding over 50% of the US digital ad spend, according to a 2023 eMarketer report.

“In an era where digital giants dominate the advertising landscape, Tap provides a vital solution to unify and simplify the media buying process,” Edis stated. “Our platform empowers businesses to reach their target audiences precisely and efficiently while driving revenue back to media companies.”

Tap’s AI technology leverages Open AI’s algorithms and predictive analytics to enhance targeting capabilities for advertisers. By analysing vast data sets, the platform identifies optimal ad placements across various media channels, enabling advertisers to reach specific demographics with high precision.

“What sets Tap apart is our holistic approach,” Edis explained. “We’re not just offering a targeting tool; we’re providing an end-to-end solution that manages the entire advertising process, from media buying to ad creation and execution, all powered by our proprietary AI.”

Tap is also venturing into the retail sector. The startup has pinpointed college football in the US as a significant opportunity, enabling advertisers to engage with this valuable demographic across multiple channels.

The company has established collaborations with 50 US media companies and is expanding rapidly throughout North America. Early outcomes have been positive, with advertisers reportedly reducing the ad buying process from weeks to mere minutes.

Chris Edis is currently engaging with investors to support Tap's expansion, with a goal of raising $5 million in seed funding. To date, the company has secured $1 million from notable industry figures such as oOh!media founder Brendon Cook and advertising veteran Andrew Baxter.

Brendon Cook expressed his support, stating, “Tap’s approach to integrating AI into media buying is a significant advancement. It’s not just about technology but about creating value for advertisers and media companies. Their platform has the potential to reshape the industry.”

Additionally, a grant from Austrade has enabled Tap to bolster its marketing efforts in the US, expanding its industry presence and accelerating marketing initiatives across North America.

Looking to the future, Tap plans to extend its platform to include additional media channels and markets. The company aims to launch in the Canadian and Australian markets by the second quarter of 2025. Moreover, it is exploring partnerships with major media conglomerates to further enhance its offerings.

Chris Edis articulated his aspirations, stating, “Our vision is to create a truly global, AI-driven advertising ecosystem that benefits both advertisers and media companies. We’re just getting started, and the potential for growth and innovation is enormous.”