Mobile monetisation firm Tapjoy has acquired ad mediation platform Tapdaq.

Tapdaq will change its name to Tapdaq by Tapjoy. The company’s London HQ will merge with Tapjoy’s team in the city, working on its new owner’s Maximum Impact Platform.

Tapjoy’s own ad platform reached 620 million monthly active users earlier this year. In 2017, the firm added around 9,700 apps from approximately 1,900 publishers to its platform.

Terms of the deal were not disclosed.

Tapping in

“Tapdaq is leading the way for programmatic ad mediation that puts the developer’s needs front and centre,” said Tapjoy CEO Steve Wadsworth.

“Tapdaq’s philosophy of providing an unbiased and transparent auction is crucial to building developer trust and fits perfectly with our own goals and beliefs.

“We are excited to welcome the entire Tapdaq team to the Tapjoy family, and we look forward to rolling out a unified solution that benefits the entire developer community.”

Tapdaq CEO Ted Nash added: “Tapjoy was an important partner of ours as we built the ad monetisation platform that came to be trusted by so many leading app developers.

“We are thrilled to join the Tapjoy team and to work closely with them to bring the most powerful and sophisticated app monetisation tools to the market.”