Go-go Taptica buys Tremor Video DSP for $50m

Israel-based Taptica, which seems to be establishing itself as one of the most formidable mobile advertising platforms – and thus a rival to media agencies – is buying Tremor Video’s DSP specialising in video optimisation and attribution, for $50m. Tremor also has an SSP which will remain independent.

Taptica, which has offices in San Francisco, New York, Beijing, Seoul, Tokyo and London and is traded on London’s Aim market, recently bought Japanese mobile ad company Adinnovation.

Taptica CEO Hagai Tal says: “With this deal Taptica strategically aligns complementary talent and expertise with Tremor’s demand-side platform to create a powerful market force. 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.”

Tremor Video DSP will operate as an independent division of Taptica and will be led by Lauren Wiener, Tremor Video’s president of buyer platforms for nearly five years.

There’s a battle going on between a number of well-funded independent mobile ad platforms and media agencies which have previously ‘white labelled’ offerings from some of the smaller operators. At some stage the holding companies may have to contemplate buying the bigger operators but their backers, many from Silicon Valley, seem to be prepared to play a long game in what is the only real growth area of the global ad market.

This is an updated version of an earlier story.

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