• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Video

Taptica acquires RhythmOne to bulk up programmatic video ad capabilities, increase focus on CTV

Adding to its purchase of Tremor Video DSP, the company hopes to provide advertisers with a more transparent buying process.

Robin Kurzer on February 4, 2019 at 5:23 pm
  • More

Ad tech provider Taptica announced Monday that it will scoop up cross-channel solutions provider RhythmOne for $176 million, rounding out its programmatic offerings for video advertisers.

Building on its purchase of Tremor Video DSP in August 2017, and RhythmOne’s own acquisition of video and CTV inventory provider YuMe in early 2018, Taptica’s expanded offering should provide advertisers with a more transparent buying experience.

Tremor CEO Ofer Druker will serve as CEO of the entire group and said the unified firm would be, “a robust and powerful video company that will be able to offer a variety of advanced capabilities to our clients.” Druker added that RhythmOne will also contribute its media exchange capabilities through its Private Marketplace (PMP).

Why you should care

U.S. advertisers spent nearly $48 billion on programmatic advertising in 2018, according to eMarketer. But despite its incredible growth, some marketers remain concerned about brand safety, malicious activity, poor quality data and a lack of transparency. And as CTV advertising continues to scale, it’s not without its own hiccups. Solutions such as the one that Taptica is assembling provide deeper transparency into the programmatic ad buying process.

“There has been a gap in the market – when it comes to programmatic video, marketers need a specialized solution that connects the dots between the buy- and sell-side[s] to reduce costs and increase efficiency,” Druker said. “This is one of the things that has been holding advertisers back from committing spend to CTV. While CTV has gone mainstream, the industry is seeing the same phenomenon that happened with mobile adoption: Ad spend lags behind consumption.”

“The combination of RhythmOne and Tremor Video DSP aims to unlock advertiser demand in this area and will deliver a complete ecosystem to serve marketers effectively – strong audiences, verification and fraud tools, engagement, connecting data with smart creative and more,” Druker said.

More about the acquisition

  • The all-stock deal is expected to close in early April.
  • More than 4,000 digital publishers and 500 brands currently work with RhythmOne.


About The Author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Related Topics

Channel: VideoDisplay AdvertisingMarketing AutomationMarketing ToolsProgrammatic Advertising & Media BuyingVideo

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

Available On-Demand: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • Gartner Magic Quadrant for Digital Experience Platforms
  • Selecting a Customer Data Platform For Your Organization: The 2020 Gartner Market Guide
  • The Complete Guide to Web Core Vitals
  • The New Era of Automation in SEO
  • Nielsen Annual Marketing Report: Era of Adaptation
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $199

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.