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Tremor International Ltd., comprising Tremor Video and Unruly, is a publicly traded advertising-technology company. Founded in 2007, it focuses on
digital advertising Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. ...
including
video Video is an Electronics, electronic medium for the recording, copying, playback, broadcasting, and display of moving picture, moving image, visual Media (communication), media. Video was first developed for mechanical television systems, whi ...
, mobile, native,
display technology A display device is an output device for presentation of information in visual or tactile form (the latter used for example in tactile electronic displays for blind people). When the input information that is supplied has an electrical signal t ...
, and
connected TV A smart TV, also known as a connected TV (CTV), is a traditional television set with integrated Internet and interactive Web 2.0 features, which allows users to stream music and videos, browse the internet, and view photos. Smart TVs are a techno ...
. Its stock trades on both the
Nasdaq The Nasdaq Stock Market () (National Association of Securities Dealers Automated Quotations Stock Market) is an American stock exchange based in New York City. It is the most active stock trading venue in the US by volume, and ranked second ...
and
London Stock Exchange London Stock Exchange (LSE) is a stock exchange in the City of London, England, United Kingdom. , the total market value of all companies trading on LSE was £3.9 trillion. Its current premises are situated in Paternoster Square close to St Pa ...
under the
ticker symbol A ticker symbol or stock symbol is an abbreviation used to uniquely identify publicly traded shares of a particular stock on a particular stock market. In short, ticker symbols are arrangements of symbols or characters (generally Latin letters ...
TRMR.


History

The company was founded as Marimedia in 2007 by Maia Shiran and Ariel Cababie, as an online advertising company. The principal technology platform was launched in 2011 as Ad$Gadget. It was subsequently renamed as Qadabra. It acted as an interface between buyers and sellers of online advertising. In November 2010, Hagai Tal and Ehud Levy acquired 50% of the company, with Hagai Tal becoming chief executive office in December 2013. Ehud Levy was also a director and investor at Taptica, a mobile advertising technology company from which Marimedia would later take its name. Taptica was founded in 2012 in
San Francisco San Francisco (; Spanish language, Spanish for "Francis of Assisi, Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the List of Ca ...
by Sigal Bareket and Kobi Marenko. In April 2014, Marimedia acquired a purchase option for Taptica in return for extending a $1.5 million credit line. In order to fund the option, Marimedia listed on AIM in London May 2014, raising £17.9 million. Marimedia purchased Taptica for $13.6 million in October 2014. In May 2015, the company issued a profit warning and said it planned to close its original business of Qadabra and focus solely on Taptica. The company changed its name to Taptica in September 2015. In September 2015, the company acquired social marketing tech company AreaOne, formerly known as SocialClicks. In 2016, Taptica acquired 57% of Japan-based Adinnovation for $5.7 million. In 2017, Taptica acquired Tremor Video's demand-side platform for $50 million, a company from which they would later take their name. In December 2018, Hagai Tal stepped down as CEO after a US court ruled that he had concealed material facts during the sale of Plimus in 2011. In 2019, Taptica added an office in
Guangzhou, China Guangzhou (, ; ; or ; ), also known as Canton () and alternatively romanized as Kwongchow or Kwangchow, is the capital and largest city of Guangdong province in southern China. Located on the Pearl River about north-northwest of Hong Ko ...
as part of its Asia expansion. In February 2019 Taptica merged with
RhythmOne RhythmOne , previously known as Blinkx, and also known as RhythmOne Group, is an American digital advertising technology company that owns and operates the web properties AllMusic, AllMovie, and SideReel. Blinkx was founded in 2004, went publ ...
. Both companies were listed on the stock exchange, so Taptica retained its listing and RhythmOne shares were converted into Taptica shares. Ofer Druker, the former CEO of Matomy Media, was announced in April 2019 as the CEO of the combined entity. In June 2019 Taptica renamed itself to Tremor International. In 2020, the combined company acquired
video Video is an Electronics, electronic medium for the recording, copying, playback, broadcasting, and display of moving picture, moving image, visual Media (communication), media. Video was first developed for mechanical television systems, whi ...
ad platform, Unruly, from
News Corp News Corporation, stylized as News Corp, is an American mass media and publishing company headquartered in Midtown Manhattan, New York City. The second incarnation of the original News Corporation, it was formed on June 28, 2013, following a ...
.


Services

Taptica has developed an application that analyzes cell phone users' behaviors, spending and how the previous relate to demographic data such as age, gender and location. Using this data, advertisers would be able to calculate indicators such as KPI and ROI in real-time. Taptica sells advertisements based on complete transactions, such as registering for a game. The platform also enables city-specific user targeting, a feature that increases the effectiveness of ad campaigns. Taptica claims to have stored 200 million user profiles on its platform, with more than 100 data points on each user, in order to provide a precise picture of user behavior to advertisers. Following a report conducted by the company, showing that native ads give better results, Taptica integrated them into its platform. Taptica claims to be the first company to combine optimization for
direct marketing Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as ''direct response marketing''. By ...
and
real-time bidding Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via instantaneous programmatic auction An auction is usually a process of buying and selling goods or services by offering them u ...
, a feature that will reportedly allow advertisers to conduct targeted campaigns. The company's portfolio has almost 1,000 publishing partners and 250 brands that are engaged in gaming, internet radio, travel and retail industries. Taptica's clientele includes EA, GREE, ngmoco, Hotel Tonight, Playtika and Game Insight among others.


Awards

For the years 2015 to 2017, Taptica was named to Deloitte's Tech Fast 50 list. At Digiday Signal Awards 2017, Taptica won Best Social Advertising Platform. In 2017, Taptica was listed as AppsFlyer's fastest-rising partner for installs and retention and by 2018 the company ranked in the top ten across various categories and geographies. In October 2017, Interactive Investor reported that Taptica led the list for "International Company of the Year" at the UK-based AIM public company awards.


References

{{Authority control 2012 establishments in the United States Companies based in San Francisco Companies listed on the London Stock Exchange Companies listed on the Nasdaq 2021 initial public offerings