Taptica

Taptica
Public
Traded as LSE: TAP
Industry Advertising
Founded San Francisco (2012 (2012))
Headquarters San Francisco, United States
Area served
 Worldwide
Key people
  • Hagai Tal (CEO)
  • Yaniv Carmi (CFO])
Website www.taptica.com

Taptica (LSE: TAP) is a mobile advertising technology company. Founded in 2012, the company provides a mobile demand-side platform (DSP) and data management platform (DMP) for advertising agencies and brands. "In 2017, Taptica was listed as AppsFlyer's fastest-rising partner for installs and retention and by 2018 the company ranked in the top ten across various categories and geographies.[1][2][3]

History

Taptica was founded in 2012 by Sigal Bareket and Kobi Marenko, with them being co-CEOs.[4][5][6] The initial $700,000 funding came from Marenko, JDate's Ehud Levy and Marimedia.[7] Game developers were among the primary clients of the company, adding Taptica's platform in the games' code.[8] In an effort to monitor download trends, keyword ideas and performance metrics Taptica partnered with SEO company appnique.[9]

In its early stages, the company attracted investment from Nielsen's Itzhak Fisher.[10] Taptica was acquired by Marimedia, a UK-based firm, for $13.6 million in October 2014.[11][12] Following the acquisition, Taptica opened a new office in New York.[13][14] After the acquisition, Hagai Tal was appointed as Taptica's CEO, with Galia Reichenstein appointed general manager of US operations.[15][16][17] The company was present at the 2017 Mobile World Congress in Barcelona.[18]

In 2015, the company acquired social marketing tech company AreaOne, formerly known as SocialClicks.[19] In 2016, Reuters reported that Taptica acquired 57% of Japan-based Adinnovation for $5.7 million.[20] For the years 2015 to 2017, Taptica was named to Deloitte's Tech Fast 50 list.[21] At Digiday Signal Awards 2017, Taptica won Best Social Advertising Platform.[22] In 2017, the Wall Street Journal reported that Taptica acquired Tremor Video's demand-side platform for $50 million in what it called "a raft of consolidation."[23] In October 2017, Interactive Investor reported that Taptica led the list for "International Company of the Year" at the UK-based AIM public company awards.[24]

Services

Taptica has developed an application that analyzes cell phone users' behaviors, spending and how the previous relate to demographic data such as age, gender and location.[25][26] Using this data, advertisers would be able to calculate indicators such as KPI and ROI in real-time.[27] Taptica sells advertisements based on complete transactions, such as registering for a game.[7] The platform also enables city-specific user targeting, a feature that increases the effectiveness of ad campaigns.[26] Taptica claims to have stored 200 million user profiles on its platform, with more than 100 data points on each user, in order to provide a precise picture of user behavior to advertisers.[18][25]

Following a report conducted by the company, showing that native ads give better results, Taptica integrated them into its platform.[28] Taptica claims to be the first company to combine optimization for direct marketing and real-time bidding, a feature that will reportedly allow advertisers to conduct targeted campaigns.[29] The company's portfolio has almost 1,000 publishing partners and 250 brands that are engaged in gaming, internet radio, travel and retail industries.[30] Taptica's clientele includes EA, GREE, ngmoco, Hotel Tonight, Playtika and Game Insight among others.[7][31]

References

  1. ↑ Parkerson, Stuart (December 10, 2014). "Taptica Listed As One Of TUNE's Top 25 Advertising Partners". Appdevelopermagazine.com. Retrieved July 28, 2015.
  2. ↑ "Taptica in Top 10 of AppsFlyer Performance Index". Financial Times. Retrieved 8 June 2017.
  3. ↑ . Apps Flyer https://www.appsflyer.com/blog/sneak-peek-mwc-edition-appsflyer-performance-index/. Retrieved 17 April 2018. Missing or empty |title= (help)
  4. ↑ "MobileBeat 2015: Defining your best strategy for programmatic ads in a shifting landscape". VentureBeat.com. July 7, 2015. Retrieved July 28, 2015.
  5. ↑ Goldenberg, Roy (December 4, 2014). "Taya Group launches video content incubator". Globes. Retrieved July 28, 2015.
  6. ↑ "Itzhak Fisher Funds User Acquisition Platform Taptica". everything-pr.com. August 2, 2013. Retrieved July 28, 2015.
  7. 1 2 3 Orpaz, Inbal (December 4, 2012). "Start-up of the week / The guys who bring ads to your phones". Haaretz. Retrieved July 30, 2015.
  8. ↑ Takahashi, Dean (November 27, 2012). "Selfpubd finds a partner to promote indie mobile games (exclusive)". VentureBeat.com. Retrieved July 28, 2015.
  9. ↑ Miller, Simon (July 4, 2013). "Taptica partners appnique to offer SEO services". Retrieved 30 July 2015.
  10. ↑ "Itzhak Fisher Updates on Investment in Taptica". highbeam.com. August 7, 2013. Retrieved July 30, 2015.
  11. ↑ Loechner, Tyler (October 8, 2014). "Marimedia Acquires Taptica For $13.6 Million". Mediapost.com. Retrieved 27 July 2015.
  12. ↑ Gallivan, Rory (October 28, 2014). "Israel's Matomy to Buy Austria's MobFox for $17.6 Million". The Wall Street Journal. Retrieved July 28, 2015.
  13. ↑ Loechner, Tyler (February 17, 2015). "Taptica Opens Shop In NY". Mediapost.com. Retrieved July 27, 2015.
  14. ↑ "Marimedia Opens Taptica Office in NYC". mrweb.com. February 17, 2015. Retrieved July 27, 2015.
  15. ↑ Cookson, Robert (June 16, 2015). "London's digital ad groups hit by complex changing business". Financial Times. Retrieved July 28, 2015.
  16. ↑ Loechner, Tyler (November 25, 2014). "Boni Joins Mobile DSP Taptica As VP Of Products". Mediapost.com. Retrieved July 30, 2015.
  17. ↑ "Taptica's Sigal Bareket to Discuss Travel in Mobile at Mobile Media Summit Upfront". reuters. May 15, 2015. Retrieved July 30, 2015.
  18. 1 2 Barton, Julian (March 6, 2015). "Mobile Ad Solutions on Tap from Taptica at Mobile World Congress". Mobileadvertisingwatch.com. Retrieved 29 July 2015.
  19. ↑ Schiff, Allison (8 September 2015). "Taptica shells out 17 million to acquire Facebook marketing partner areaone". Ad Exchanger. Retrieved 7 October 2015.
  20. ↑ "Israeli mobile ad firm Taptica buys control of Japanese ad firm". Reuters. Retrieved 20 July 2017.
  21. ↑ "Deloitte Israel 2017 Fast 50". Deloitte. Retrieved 7 January 2018.
  22. ↑ "SapientRazorfish leads the third annual Digiday Signal Awards with three wins". Digiday. Retrieved 4 August 2017.
  23. ↑ "Tremor Video Sells Demand-Side Platform to Taptica for $50 Million as Sector Consolidation Gathers Pace". Wall Street Journal. Retrieved 8 September 2017.
  24. ↑ "Best AIM companies of 2017 confirmed". interactive investor. Retrieved 8 November 2017.
  25. 1 2 Knight, Kristina (February 10, 2015). "Ecommerce Roundup: Mobile analysis and social connection". BizReport.com. Retrieved July 29, 2015.
  26. 1 2 Kaplan, David (May 10, 2015). "For Taptica's Lead Gen Strategy, Local Focus Works Best, Even For National Efforts". GeoMarketing.com. Retrieved July 29, 2015.
  27. ↑ Schiff, Allison (February 5, 2015). "Taptica Taps Into Mobile User Behavior With New Analytics Tool". adexchanger.com. Retrieved July 30, 2015.
  28. ↑ Knight, Kristina (November 18, 2014). "Mobile RoundUp: Studies find targeting is key". BizReport.com. Retrieved July 29, 2015.
  29. ↑ Loechner, Tyler (May 31, 2013). "Taptica Applies Gambler's Math To Mobile Advertising". Mediapost.com. Retrieved 28 July 2015.
  30. ↑ "Taptica Opens Offices in New York City to Offer Mobile Advertising Services". Business Wire. February 17, 2015. Retrieved July 30, 2015.
  31. ↑ Jordan, Jon (May 30, 2013). "Taptica launches 'multi-arm bandit' smarts to optimise your user acquisition". pocketgamer.biz. Retrieved 30 July 2015.
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