LoopMe, a London company using artificial intelligence to improve brand advertising results, has acquired mobile advertising and monetisation platform Chartboost from Zynga Inc.
LoopMe, which featured on our MarTech 50 ranking this year, says it has experienced a fully organic 40% compound annual growth rate on gross revenue from 2018-2023. It is now further accelerating its growth through M&A.
Zynga is a wholly-owned publishing label of American video games giant Take-Two Interactive Software, which is listed on the Nasdaq exchange in New York and also owns Scotland-headquartered Grand Theft Auto studio Rockstar as well as 2K.
It acquired San Francisco-headquartered Chartboost for $250 million in 2021. Financial details of the latest transaction, which enhances LoopMe’s foothold in the gaming and mobile app ecosystems, were not disclosed.
Chartboost is a mobile programmatic advertising platform which empowers app developers to monetise highly engaged audiences by connecting them directly with marketers through immersive ad experiences. It also operates a promising mediation business bringing transparency, control and results to gaming publishers.
LoopMe says its demand partners and Chartboost’s publisher partners will benefit from enhanced capabilities to drive more measurable ad performance and app monetisation, including across Zynga’s extensive mobile gaming portfolio.
“We see mobile in-app and CTV as the future of brand advertising, and the acquisition of Chartboost brings us closer to making this vision a reality, bringing us closer to app publishers,” said Stephen Upstone (pictured), CEO & founder of LoopMe.
“Chartboost provides LoopMe with an exceptional team of mobile app experts, cutting-edge technology, and an extensive publisher network – all of which will significantly enhance our offering.
“I’m excited to see the impact this combination will have on results for LoopMe’s brand clients and Chartboost’s app publishers.”
Frank Gibeau, president at Zynga, added: “We are proud of the work that we did with Chartboost during their time as part of our organization, and are grateful to the contributions that they made to our business.
“We are confident that they will have a great new home and partner in LoopMe, and look forward to continuing our relationship in the coming years.”