Taptica, a mobile advertising platform, today announced the acquisition of Tremor Video’s demand-side platform (DSP) for $50 million. “Tremor Video DSP” will operate as an independent division of Taptica, and will be headed up by Lauren Wiener, who has served as Tremor Video’s president of buyer platforms for nearly five years. Taptica is headquartered in Israel with offices in San Francisco, New York, Beijing, Seoul, Tokyo and London.
“With this deal, Taptica strategically aligns complementary talent and expertise with Tremor’s demand-side platform to create a powerful market force,” said Hagai Tal, CEO of Taptica. “Tremor Video’s positive brand value and awareness in the US will enhance Taptica’s solution and market positioning. Additionally, Taptica has found itself perfectly positioned both geographically and culturally to bridge the East and West, and our extensive business relationships in the APAC region and beyond will allow us to grow Tremor Video DSP globally.”
A statement from Taptica said the acquisition will “significantly boost” the company’s presence in the US digital advertising market and enhance Taptica’s position as a multichannel DSP, whilst also providing them with Tremor Video’s DSP client base. Tremor’s UK MD Andrew Morley decided to shut down the companies DSP and ad network business last year to focus on building the SSP side of the business.
In the past Taptica acquired other ad tech companies, including Japanese mobile ad tech company AdInnovation, which it bought for $5.7 million in cash in July of this year; and AreaOne, which it bought from Facebook for $17 million in cash and stock. The company say they have 600 advertisers on thier books, including Amazon, Disney, Facebook, Twitter, OpenTable, Expedia, Lyft and Zynga.
Mark Zagorski, CEO, Tremor Video said, “The business is in great hands with Taptica and we look forward to working with them in the future.”Taptica, which has over 220 million user profiles with more than 100 data points on each that provide a precise understanding of user behavior for advertisers, will help accelerate the Tremor Video DSP business through real data differentiation. Taptica will continue to invest in and grow the existing business and products to become the leader in demand side mobile and video advertising. The natural alignment between these demand side focused businesses, Taptica and Tremor Video DSP, will help advertisers succeed.
RBC Capital Markets acted as exclusive financial advisor and Naschitz, Brandes, Amir & Co. acted as legal counsel to Taptica in connection with this transaction. The Raine Group acted as exclusive financial advisor on the deal, and Cooley LLP was legal advisor to Tremor Video.