Taptica Acquires Tremor Video's Demand-Side Business For $50 Million

London-listed Israel-based mobile advertising firm Taptica acquired the demand-side business of New York-based Tremor Video for $50 Million, the companies announced Monday.

The acquisition will help Taptica increase its presence in the U.S. market, the firm said.

“We see budgets traditionally allocated to TV shifting to digital, and we thought it was the obvious bet,” said Hagai Tal, CEO of Taptica, on Monday.

Taptica's positioning in Asian Pacific markets will help it extend Tremor Video's reach, Mr. Tal said.

In July, Taptica acquired a 57% share of Japan-based mobile ad company Adinnovation for $5.7 million.

Founded in 2007, Taptica employs around 120 people in offices in New-York, San-Francisco, Tel-Aviv, Beijing, Tokyo, Seoul, and London. Originally listed as Marimedia, it trades at the London junior AIM market.