Mayfair Equity Partners snaps up majority stake in London's adtech specialist LoopMe for $120 million

London’s Mayfair Equity Partners has acquired a 60% majority stake in LoopMe for $120 million in a deal that provides the adtech with a $200 million valuation. Amongst a host of services on tap, LoopMe specialises in the use of AI and ML technologies to deliver optimised media campaigns in real-time. The acquisition will further fuel expansion efforts in core markets, including the U.S., as well as enter new territories, including Japan. Since 2013, LoopMe has raised $32.2 million with previous investors including OpenOcean, HV Capital, and BGF.

Founded in 2012, LoopMe’s offer is available via mobile, connected TV (CTV), digital audio, and digital out-of-home advertising channels, and provides clients with a number of services including measurable brand uplift, purchase intent, and consideration metrics that ultimately underpin more effective targeting strategies. The firm counts household names including dentsu, Publicis, WPP, Omnicom, Pepsi, Microsoft, Sony Pictures, Hyundai/Kia, and WarnerMedia amongst its client base.

“LoopMe has experienced phenomenal growth over the past ten years, particularly in the U.S., within the mobile video app ecosystem and now in CTV,” commented LoopMe CEO and co-founder Stephen Upstone. “As a leading data and privacy-compliant software platform delivering exceptional performance without the need for personal identifying data, LoopMe is poised for continued success given ongoing market developments with regards to data regulation and usage.”

“Over the last decade, the mobile brand-based advertising market has undergone a period of rapid growth, expanding to over $8 billion in size. This is a very dynamic part of the adtech ecosystem, which is supported by increasing handset penetration and the desire for personalised digital content,” added Mayfair Equity Partners’ Daniel Sasaki. “We have long been impressed with LoopMe’s strong growth and market leadership, and we see significant opportunity to continue that trajectory by supporting their mobile in-app and CTV capabilities.”