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Taptica
Company typePublic LSE: TAP
IndustryAdvertising
FoundedSan Francisco (2012 (2012))
Founder
  • Sigal Bareket
  • Kobi Marenko
HeadquartersSan Francisco,
United States
Key people
  • Hagai Tal (CEO)
  • Sigal Bareket (GM US)
Websitewww.taptica.com

Taptica (LSE: TAP)is a mobile advertising technology company. Founded in 2012, the company provides a mobile demand-side platform (DSP) for advertising agencies and brands. In 2014, Taptica was listed as one of TUNE’s Top 25 Advertising Partners.[1]

History

Taptica was founded in 2012 by Sigal Bareket and Kobi Marenko, with them being co-CEOs.[2][3][4] The initial $700,000 funding came from Marenko, JDate's Ehud Levy and Marimedia.[5] Game developers were among the primary clients of the company, adding Taptica's platform in the games' code.[6] In an effort to monitor download trends, keyword ideas and performance metrics Taptica partnered with SEO company appnique.[7]

In its early stages the company attracted investment from Nielsen's Itzhak Fisher.[8] Taptica was acquired by Marimedia, a UK-based firm, for $13.6 million in October 2014.[9][10] Following the acquisition, Taptica opened a new office in New York.[11][12] After the acquisition, Hagai Tal was appointed as Taptica's CEO, Dekel Boni as vice president of products and co-founder Sigal Bareket as general manager of US operations.[13][14][15] The company was present at the 2015 Mobile World Congress in Barcelona.[16]

In 2015, the company acquired social marketing tech company AreaOne, formerly known as SocialClicks.[17]

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.[18][19] Using this data, advertisers would be able to calculate indicators such as KPI and ROI in real-time.[20] Taptica sells advertisements based on complete transactions, such as registering for a game.[5] The platform also enables city-specific user targeting, a feature that increases the effectiveness of ad campaigns.[19] 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.[16][18]

Following a report conducted by the company, showing that native ads give better results, Taptica integrated them into its platform.[21] 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.[22] The company's portfolio has almost 1,000 publishing partners and 250 brands that are engaged in gaming, internet radio, travel and retail industries.[23] Taptica's clientele includes EA, GREE, ngmoco, Hotel Tonight, Playtika and Game Insight among others.[5][24]

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. ^ "MobileBeat 2015: Defining your best strategy for programmatic ads in a shifting landscape". VentureBeat.com. July 7, 2015. Retrieved July 28, 2015.
  3. ^ Goldenberg, Roy (December 4, 2014). "Taya Group launches video content incubator". Globes. Retrieved July 28, 2015.
  4. ^ "Itzhak Fisher Funds User Acquisition Platform Taptica". everything-pr.com. August 2, 2013. Retrieved July 28, 2015.
  5. ^ a b c Orpaz, Inbal (December 4, 2012). "Start-up of the week / The guys who bring ads to your phones". Haaretz. Retrieved July 30, 2015.
  6. ^ Takahashi, Dean (November 27, 2012). "Selfpubd finds a partner to promote indie mobile games (exclusive)". VentureBeat.com. Retrieved July 28, 2015.
  7. ^ Miller, Simon (July 4, 2013). "Taptica partners appnique to offer SEO services". Retrieved 30 July 2015.
  8. ^ "Itzhak Fisher Updates on Investment in Taptica". highbeam.com. August 7, 2013. Retrieved July 30, 2015.
  9. ^ Loechner, Tyler (October 8, 2014). "Marimedia Acquires Taptica For $13.6 Million". Mediapost.com. Retrieved 27 July 2015.
  10. ^ 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.
  11. ^ Loechner, Tyler (February 17, 2015). "Taptica Opens Shop In NY". Mediapost.com. Retrieved July 27, 2015.
  12. ^ "Marimedia Opens Taptica Office in NYC". mrweb.com. February 17, 2015. Retrieved July 27, 2015.
  13. ^ Cookson, Robert (June 16, 2015). "London's digital ad groups hit by complex changing business". Financial Times. Retrieved July 28, 2015.
  14. ^ Loechner, Tyler (November 25, 2014). "Boni Joins Mobile DSP Taptica As VP Of Products". Mediapost.com. Retrieved July 30, 2015.
  15. ^ "Taptica's Sigal Bareket to Discuss Travel in Mobile at Mobile Media Summit Upfront". reuters. May 15, 2015. Retrieved July 30, 2015.
  16. ^ a b Barton, Julian (March 6, 2015). "Mobile Ad Solutions on Tap from Taptica at Mobile World Congress". Mobileadvertisingwatch.com. Retrieved 29 July 2015.
  17. ^ Schiff, Allison (8 September 2015). "Taptica shells out 17 million to acquire Facebook marekting partner areaone". Ad Exchanger. Retrieved 7 October 2015.
  18. ^ a b Knight, Kristina (February 10, 2015). "Ecommerce Roundup: Mobile analysis and social connection". BizReport.com. Retrieved July 29, 2015.
  19. ^ a b 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.
  20. ^ Schiff, Allison (February 5, 2015). "Taptica Taps Into Mobile User Behavior With New Analytics Tool". adexchanger.com. Retrieved July 30, 2015.
  21. ^ Knight, Kristina (November 18, 2014). "Mobile RoundUp: Studies find targeting is key". BizReport.com. Retrieved July 29, 2015.
  22. ^ Loechner, Tyler (May 31, 2013). "Taptica Applies Gambler's Math To Mobile Advertising". Mediapost.com. Retrieved 28 July 2015.
  23. ^ "Taptica Opens Offices in New York City to Offer Mobile Advertising Services". Business Wire. February 17, 2015. Retrieved July 30, 2015.
  24. ^ 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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