Industry Advertising Headquarters Israel | Website www.taptica.com Founded 2007 | |
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Type Public Company LSE: TAP Key people Hagai Tal (CEO)
Sigal Bareket (GM US) Stock price TAP (LON) 282.65 GBX +5.15 (+1.86%)24 Mar, 5:20 PM GMT - Disclaimer Founders Kobi Marenko, Sigal Bareket Profiles | ||
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.
Contents
Executive interview taptica
History
Taptica was founded in 2012 by Sigal Bareket and Kobi Marenko, with them being co-CEOs. The initial $700,000 funding came from Marenko, JDate's Ehud Levy and Marimedia. Game developers were among the primary clients of the company, adding Taptica's platform in the games' code. In an effort to monitor download trends, keyword ideas and performance metrics Taptica partnered with SEO company appnique.
In its early stages the company attracted investment from Nielsen's Itzhak Fisher. Taptica was acquired by Marimedia, a UK-based firm, for $13.6 million in October 2014. Following the acquisition, Taptica opened a new office in New York. 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. The company was present at the 2015 Mobile World Congress in Barcelona.
In 2015, the company acquired social marketing tech company AreaOne, formerly known as SocialClicks.
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. Using this data, advertisers would be able to calculate indicators such as KPI and ROI in real-time. Taptica sells advertisements based on complete transactions, such as registering for a game. The platform also enables city-specific user targeting, a feature that increases the effectiveness of ad campaigns. 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.
Following a report conducted by the company, showing that native ads give better results, Taptica integrated them into its platform. 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. The company's portfolio has almost 1,000 publishing partners and 250 brands that are engaged in gaming, internet radio, travel and retail industries. Taptica's clientele includes EA, GREE, ngmoco, Hotel Tonight, Playtika and Game Insight among others.