Tap.Me Becomes MediaMath’s In-Game Ad Platform of Choice – Acquired for a “Win” Sum!

Demand-side platform MediaMath has announced that they have acquired Tap.me, a mobile ad startup specialized in in-game mobile and video ads, a great compliment to a company that sees itself powering the “Mad Men” of the new age: Math Men and Math Women. While neither company would disclouse the purchase price, Adweek’s sources say it was a “win” for Tap.Me’s founders.

Tap.Me was founded in 2009. in Chicago and started life as a game company but pivoted a year later to power the growing in-game mobile ad space market. Tap.Me previously raised $4.6 million, from Chicago’s Hype Park Venture Partners as well as I2A Fund, Western Technology Investment, Great Oaks Venture Capital, Firestarter Fund, and Hyde Park Angels. The team included some notable names such as Jeffrey Lapin, former CEO of Atari, who joined the board after the company’s pivot.

Tap.Me as a True In-Game Ad Solution

MediaMath was founded in 2007. and its 140 employees are spread across numerous offices in New York, Boston, Chicago, Los Angeles, San Francisco and London. It’s agency include not only agencies but also top brands such as American Express and Kayak.

While MediaMath has been building its own mobile and video capabilities, its CEO Joe Zawadzki told Adweek that they knew that their internal tools may not be the best that they needed, hence the acquisition:

We are sort of continuing the inevitable march to become the buying platform across all forms of digital. We might pick up efficiency from co-development, but what we would gain would be lost in the domain expertise of having been doing this for a number of years…

Zawadzki confirmed that the companies have been talking for over 3 months, compleeting the deal last Friday. Tap.Me’s technology will give MediaMath the capability to cover online, social, mobile and video media.