Mobile advertising platform Taptica has announced the acquisition of Tremor Video's demand side platform (DSP), a technology stack focused on optimization and attribution, for a reported $50 million.
Tremor Video DSP will operate as an independent division of Taptica, and will be led by Lauren Wiener, who has served as Tremor Video's president of buyer platforms for nearly five years.
The obvious alignment between these two demand side focused businesses should prove to be an appealing one for advertisers. Taptica currently has over 220 million user profiles (with hundreds of data points on each). That deep and precise level of understanding on user behavior will likely prove invaluable to advertisers, and help accelerate the Tremor Video DSP business.
"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 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."
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.