MediaMath, the leading global digital media-buying platform, today announced it has acquired mobile and video in-game ad platform Tap.Me. By integrating Tap.Me directly into its Demand Side Platform, MediaMath can now offer clients vastly expanded mobile and video advertising capabilities, in addition to online display and social media ad inventory. With this acquisition, MediaMath becomes the first programmatic buy-side platform that can deliver ROI across all digital marketing channels.
“As marketers are increasingly turning their focus to mobile and video, Tap.Me has built technology that makes it easy for marketers to deliver their message in these environments,” said Joe Zawadzki, MediaMath CEO. “By adding their technology and brilliant engineering team, we’re building a better platform that gives advertisers the ability to buy across all digital marketing channels from one single platform.”
“Automated buying has revolutionized the online advertising process and produced outstanding results, but programmatic buying on mobile and in video is still nascent, and has not yet been available in one platform,” said Will Ferguson, Vice President, Online Marketing, for 1-800-Flowers.com. “By integrating a mobile and video ad server directly into their platform, MediaMath is giving advertisers the single-point solution they have sought.”
“MediaMath’s technology and leadership have dramatically changed the online marketing landscape in a very short period of time,” said Tap.Me CEO Matt Spiegel. “We’re very excited to be joining their team and executing this vision of programmatic buying across all digital platforms. With the integration of Tap.Me’s video and mobile ad server, advertisers using the MediaMath platform will now have more options than ever when it comes to programmatic buying.”
MediaMath will leverage the acquisition of the Chicago-based company to open a Chicago hub focused on global video and mobile technology. Tap.Me CEO Matt Spiegel joins MediaMath’s executive team as SVP and GM of Open, MediaMath’s business and technology environment for digital interoperability, and will oversee MediaMath’s operations in the Mid-West region. The entire Tap.Me team will join MediaMath. More details on the deal are available here.
Financial terms of the deal were not disclosed. Tap.Me had raised in excess of $4M from investors including: Hyde Park Venture Partners, I2A Fund, Hyde Park Angels and Great Oaks Venture Capital.
MediaMath’s buying platform, TerminalOne, provides leading advertising agencies and over one thousand brands – including half of the Fortune 500 – with the technology and back-office services to drive transformative business results across display, video, mobile, and social channels. These channels include Google AdExchange, Yahoo! Right Media, Microsoft Ad Exchange, Facebook Exchange, The Rubicon Project, AppNexus, PubMatic and hundreds of premium publishers like NBC, Fox News, and Forbes. TerminalOne’s OPEN architecture integrates with hundreds of companies to provide a seamless media planning, data management, and performance optimization solution.
Headquartered in New York, with offices in five countries, MediaMath is a global leader in marketing technology. MediaMath has been included in the INC. 500 Fastest Growing, and an AlwaysOn “OnMedia 100″ winner multiple times.