Target Circle and TapHeaven team up in a mobile marketing merger

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Target Circle and TapHeaven have announced that they’re merging into a single company under the Target Circle brand.

TapHeaven co-founder and CEO Chris Hoyt, who is becoming chief growth officer at the combined organization, said the two companies have been “trying to solve the same problem” — namely, eliminating many of the inefficiencies in the mobile advertising business.

Hoyt said that for Target Circle, that meant trying to “unify this fragmented ecosystem into a single dashboard for contracts, invoices and offers.” And for TapHeaven, that meant a focus on automation, resulting in the launch of what the company calls a “command center” for user acquisition, where advertisers can optimize their ad campaigns “at the source level, by country” while getting high-quality traffic without fraud.

The companies are also complement each other geographically — Target Circle is headquartered in Oslo, Norway, while TapHeaven is headquartered in San Francisco.

According to Hoyt, they first came across each other because they were talking to the same mobile studio about supporting the launch of a new game, and it became clear they “both had the same vision for our businesses, the same future with a unified dashboard wrapped in automation and machine learning to simplify

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