Taptica, a leading mobile user acquisition platform for many advertising agencies and brands, just acquired AreaOne.
AreaOne is a social marketing technology company that broadens Taptica’s mobile offering to include the fast-growing social media space. The buy will help Taptica compete as a complete and comprehensive marketing platform.
“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,” a news release from Taptica explains. 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 company’s A1 Platform employs state-of-the-art programmatic optimization algorithms that analyze 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. “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 social media marketing angle is critical. The acquisition means Taptica clients could expect more impactful campaigns by providing access to Facebook — the largest and most popular supplier of media on mobile.
“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.