Taptica, a mobile user acquisition platform for advertising agencies and brands, today announced its purchase of AreaOne, a social marketing technology company, for a total of $17 million payable in cash and shares over a two-year period. AreaOne expands Taptica’s mobile offering to include the fast-growing social media space and will result in a comprehensive marketing platform for the industry.
With the addition of AreaOne, a Facebook Marketing Partner for Ad Technology, Taptica will be able to optimize marketing campaigns for advertisers across mobile, social, and video channels as well as expand to China.
Headquartered in Tel Aviv, AreaOne currently offers its global clients, such as Baidu, IGG, ChangYou, and Boyaa Interactive, both fully managed and self-service mobile marketing solutions through the proprietary technology of the A1 Platform, which automatically guides advertising to meet each client’s unique goals. The A1 Platform accomplishes this through state-of-the art programmatic optimization algorithms that consider past, real-time, and predicted future outcomes of mobile campaigns.
“AreaOne is one of the fastest growing and leading companies in social media integration, and we are excited to welcome their team,” said Hagai Tal, CEO of Taptica (pictured top left). “By marrying AreaOne’s social media marketing capabilities to Taptica’s existing Big Data expertise, we will be able to grow and leverage our existing database to include high quality media for our tier 1 client base.”
The addition of social media marketing functionality will provide Taptica clients with more impactful campaigns by providing access to Facebook – the largest and most popular supplier of media on mobile. Taptica will also benefit from cross-platform strategies, as their clients’ data intelligence is linked to a 360-degree view of the consumer, enabling them to advertise their campaigns across the widest range of traffic sources.
“As advertisers increasingly seek to increase their level of social media advertising, AreaOne’s integration with Taptica will help meet that need, and the resulting integrated offering will give Taptica even more of a technological lead,” said AreaOne CEO Alon Michaeli. “We look forward to joining the Taptica family and drawing upon our unique strengths to provide the single platform that can best serve the industry.”