Tremor Video has sold its buyer platform to Taptica International, a global mobile advertising technology platform, for $50 million.

Tremor Video is now a fully programmatic self-service platform for premium video partners. The sale will allow the comapny to focus resources to further expand leadership position in Connected TV and OTT.

The cash will be used as capital to fund strategic international investment across global sell side portfolio.

“Today we are at a significant inflection point for Tremor Video,” said Paul Caine, Chairman of the Tremor Video.

“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 behaviour towards digital video and OTT, we believe there is a large market opportunity to capitalise on these trends as the leading pure-play video SSP.”

The sale also eliminates any perceived friction with third party demand partners.

“The transaction provides a clear path to accelerate the expansion of our SSP, which has experienced significant growth since its introduction and triple digit growth year-over-year,” said Mark Zagorski, CEO, Tremor Video.

“This strategic decision positions us even more advantageously with premium video publishers and leading DSPs to support the evolution of video advertising by developing the next generation of software and services for premium video content creators across all devices and formats.”

For London-listed Taptica the acquisition gives the company a broader footprint in the US and Asia-Pacific, two standout regions for growth in digital ad spending.

“Taptica continues in its stated strategy of investing in digital advertising solutions and expanding its geographical presence,” said Hagai Tal, CEO of Taptica.

“As well as diversifying our revenue streams, by combining this video DSP business with our mobile and social programmatic ad buying platform, we have given ourselves a huge competitive advantage as we are now able to offer brands and their agencies the ability to ever more accurately target their consumers and users.”

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