Taptica, a mobile ad platform based in Tel Aviv has created a new wholly owned Chinese subsidiary called Taptica Information Technology Co. to expand its presence in mainland China.
In a blog post, the company said the subsidiary would help Taptica work with local clients and media suppliers in China, while helping to facilitate cross-currency payments.
Taptica has had an office in Beijing since 2015 and now plans to open a new office in Guangzhou in 2019 to serve southern China.
“With Taptica China, we have opened up a whole new market opportunity in a key growth region,” interim CEO Rivi Bloch said in the blog. “Our business development and client servicing activities will also be enhanced with a new office in a new region.”
Earlier this year, Taptica brought in new general manager Toni Wei (Wei Dongyun) to lead the Beijing operation. Wei has had brand roles at Huawei and ZTE before moving to business development and leadership roles at InMobi, glispa and Matomy Media.
Regionally Taptica also has offices in Tokyo and Seoul and has been actively looking to expand in Asia-Pacific. Last year it bought Japanese mobile ad firm AdInnovation to speed up its penetration in that market.
Taptica’s London stock-exchange-listed shares lost about a third of their value earlier this month when chief executive Hagai Tal resigned after being found liable for statements related to a company sale back in 2011 when he was both CEO and shareholder. Taptica has since named performance advertising head Rivi Bloch as interim CEO and has maintained that company financials will remain solid.