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MAW learned this week that Taptica has made a strategic, game-changing acquisition.

The global end-to-end mobile advertising platform has acquired Tremor Video’s demand-side platform (DSP).

Hailed as being an industry-leading technology stack built for video optimization and attribution, the DSP was purchased for a reported $50 million.

We’re told that 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 almost five years.

“With this deal, Taptica strategically aligns complementary talent and expertise with Tremor’s demand-side platform to create a powerful market force,” said Hagai Tal, CEO of Taptica. “Tremor Video’s positive brand value and awareness in the U.S. will enhance Taptica’s solution and market positioning. Additionally, Taptica has found itself perfectly positioned both geographically and culturally to bridge the East and West, and our extensive business relationships in the APAC region and beyond will allow us to grow Tremor Video DSP globally.”

Taptica asserts that it maintains a strong hold in the DSP space worldwide, and this acquisition will significantly boost the company’s presence in the U.S. digital advertising market.

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