Taptica, the mobile user acquisition platform, recently acquired AreaOne, the social marketing firm, in order to expand its mobile ad offering to include social media. The deal, worth $17m, enables Taptica clients to create more impactful campaigns by incorporating social media.
Taptica buys AreaOne
Both companies will continue to operate from their headquarters in Tel Aviv.
Given AreaOne’s status as a Facebook Marketing Partner for Ad Technology, Taptica will be able to significantly improve ad campaigns by leveraging the social portal’s reach. Hagai Tal, CEO, Taptica, confirms:
“We want to be connected to the biggest and most important media supplier out there, and that’s Facebook.” “By marrying AreaOne’s social media marketing capabilities to Taptica’s existing Big Data expertise, we will be able to grow and leverage our existing database to include high quality media for our tier 1 client base.”
AreaOne’s A1 Social Platform will now be combined with 200m mobile user profiles and 50,000 supply and publishing partners working with Taptica. AreaOne also works with some powerful Chinese clients, which was another motivator for the deal. The company opened its Beijing office in July to work with Chinese app publishers Baidu, Cheetah Mobile, Snail Games and Changyou.
Alon Michaeli, CEO, AreaOne, adds:
“There is a huge benefit to have a local presence – it’s incredibly important, if not mandatory. People in China want to speak to representatives in their own language and they want to be able to get to know the people they work with beyond technology.”
Taptica also mentioned that it had plans to hire talent for AreaOne’s Beijing office, tripling the current head count until the end of the year.