Taptica, the mobile advertising platform, has just acquired Tremor Video‘s demand side platform (DSP) for $50 million to boost its video optimisation and attribution. The DSP will operate as an independent division of Taptica. It is being led by Lauren Wiener, Tremor Video’s President of buyer platforms.
DSPs are built to enable advertisers to purchase digital ads automatically. Tremor Video will retain its Supply Side Platform.
Taptica hopes that the acquisition will significantly bolster its presence in the US digital ad market. The Tremor Video DSP also comes with an already established client base.
Hagai Tal, CEO of Taptica, said that this was a strategic move to acquire the talent and expertise to boost its market position.
“Tremor Video’s positive brand value and awareness in the U.S. 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.”
Taptica now has over 220 million user profiles with more than 100 data points to help advertisers understand user behaviour. This should come in handy when seeking to expand the Tremor Video DSP in the future,
Mark Zagorski, CEO of Tremor Video adds:
“The business is in great hands with Taptica and we look forward to working with them in the future.”
In addition, Taptica recently announced that it acquired Adinnovation, the Japanese mobile advertising firm, to expand its presence in the Asia-Pacific region after establishing offices in Beijing, China and Seoul, South Korea.