• by Tobi Elkin  @tobielkin, August 7, 2017

Taptica International on Monday acquired Tremor Video's demand-side platform for a total consideration of $50 million, subject to adjustments in the acquisition agreement.

Tremor Video DSP will operate as an independent division of Taptica, and will be led by Lauren Wiener, who has served as Tremor Video’s president of buyer platforms for nearly five years.  Tremor Video’s business parts will be recognized as Tremor Video DSP, a Taptica Company, and the separately owned, independent Tremor Video. Taptica said it will continue to invest in the demand side of mobile and video advertising.

The sale means Tremor Video will focus exclusively on its programmatic sell-side video platform business. The company said the additional cash will help it expand its position in connected TV and over-the-top TV, invest globally in sell-side resources, and position it better with demand-side platforms.

“The sale of our buyer platform allows us to focus our investment on the biggest growth driver of our business. As consumers continue to shift their viewing behavior toward digital video and OTT, we believe there is a large market opportunity to capitalize on these trends as the leading pure play video SSP [supply-side platform],” stated Paul Caine, chairman of the board, Tremor.

The Raine Group served as Tremor’s financial advisor on the deal and Cooley LLP acted as legal counsel. RBC Capital Markets was the financial advisor and Naschitz, Brandes, Amir & Co. the legal counsel for Taptica for the transaction.