Marimedia Becomes Taptica and Buys AreaOne

Israeli digital ad tech firm Marimedia has changed its name to Taptica, and announced it will acquire social media marketing technology specialist AreaOne. The deal is valued at up to $17m in cash and shares over a two-year period.

Operating from offices in Tel Aviv, Israel; Boston, USA; and Beijing, China, AreaOne offers both full-managed and self-service mobile marketing solutions through its proprietary A1 Platform, which offers optimisation algorithms that consider past, real-time and predicted future outcomes of mobile campaigns. For the twelve months ended 31st December 2014, the firm achieved revenues of $7.3m.

The newly re-named Taptica says the acquisition is in line with its strategy to invest in mobile marketing and social media networking solutions, while provide an initial footprint in China and the Asian market.

Taptica CEO Hagai Tal (pictured) commented: 'By adding established social media marketing capabilities to our existing big data expertise based on Taptica, we are investing in the growth of the combined business and ensuring that we can keep pace with the rapidly evolving digital media market in which we operate. We are excited to welcome the AreaOne team, which allows the expansion of our market and geographic presence and further increases our competitive position in the industry'.

Web sites: www.taptica.com and www.areaone.com .