Mobile Ad Firm Taptica Acquires Tremor Video’s Demand-Side Platform for $50 Million

Latest example of major ad-tech consolidation

In a move to beef up its offerings for marketers and agencies, Israeli-based mobile ad-tech company Taptica has purchased the demand-side platform portion of Tremor Video’s business for $50 million.

Tremor’s business is split between two models—a demand-side platform (DSP) and a supply-side platform (SSP). Demand-side platforms help brands and agencies manage and target campaigns using technologies like programmatic advertising while the supply-side platform plugs into publishers’ websites to manage ad inventory. The former business model is particularly lucrative, according to Tremor Video.

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