NYC-Based MediaMath Acquires In-Game Ad Platform Tap.Me

by Amina Elahi
December 4, 2012

Mobile in-game ad platform Tap.Me has given gamers the opportunity to earn benefits based on their interactions with sponsors. When marketers offered a rich advertising experience through the platform – anything ranging from video to mobile rich media to ad placements – those who interacted could earn in-game benefits.

Today, Tap.Me announced its acquisition by New York-based MediaMath, a digital media trading technology and services company. The terms of the deal were not disclosed. MediaMath’s TerminalOne buying platform gives ad agencies and advertisers a comprehensive set of technology and back-office services intended to drive business results across various media. MediaMath’s client roster includes half of the Fortune 500, who use the company for solutions in display, video, mobile and social channels.

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Founded in 2010 and a graduate of Excelerate Labs, Tap.Me has raised more than $4 million from the likes of Hyde Park Venture Partners, I2A Fund, Hyde Park Angels and Great Oaks. Moving foward, Tap.Me will retire its name and the team will be fully integrated into MediaMath.

“Tap.Me’s leadership recognized that the solutions being built were applicable beyond just games and looked for an opportunity to join an organization that could enable Tap.Me and the acquirer to move more quickly to deploy these market-leading solutions to a wider audience,” says CEO Matt Spiegel.

According to Spiegel, there were three driving factors between MediaMath’s acquisition of Tap.Me. First, to speed up the development of the former’s native mobile and video ad offerings. Next, to strengthen MediaMath’s presence in Chicago and the Midwest, and, finally, to take advantage of Spiegel’s experience as the company moves forward.

It’s also important to note, the Chicago will now be the mobile and video technology hub for MediaMath,” Spiegel says. “As part of Chicago being the hub, we will soon be adding additional resources to our technology group to speed those developments.”

Additionally, the current Tap.Me office space will become MediaMath’s Chicago office – another step in solidifying the digital media company’s presence here. It is out of this office that MediaMath will grow its sales and account presence in Chicago.

Visit MediaMath’s website and follow them on Twitter at @mediamath.

Jobs at Tap.Me

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