LoopMe

LoopMe is an advertising technology (AdTech) company headquartered in London, United Kingdom. Founded in 2012 by Stephen Upstone and Marco van de Bergh, LoopMe uses artificial intelligence (AI) and machine learning to improve brand advertising performance and outcomes across mobile, programmatic, and connected television (CTV) channels.

In January 2022, LoopMe received a $120 million investment from private equity firm Mayfair Equity Partners, valuing the company at approximately $200 million. In December 2024, LoopMe acquired Chartboost, a mobile advertising and monetization platform, from Zynga.

History

LoopMe was founded in 2012 by Stephen Upstone and Marco van de Bergh, two executives who had previously worked together in mobile advertising at Ad Infuse (later acquired by Velti).

In 2022, former OMD (part of Omnicom) CEO Mainardo de Nardis was appointed as Chair of LoopMe's board of directors.

Acquisitions

Chartboost (2024)

In December 2024, LoopMe acquired Chartboost from Zynga, a wholly-owned subsidiary of Take-Two Interactive (Nasdaq: TTWO), for an undisclosed sum. Zynga had originally acquired Chartboost in 2022 for $250 million.

Chartboost is a mobile programmatic advertising and monetization platform that connects app developers with marketers through immersive in-app advertising experiences, and operates a mediation business for gaming publishers. The acquisition expanded LoopMe's SDK network and strengthened its direct publisher relationships, particularly within the mobile gaming ecosystem.

Funding and ownership

In January 2022, Mayfair Equity Partners, a London-based tech and consumer growth investor, invested $120 million for a majority stake in LoopMe, valuing the company at approximately $200 million. LoopMe's founders and existing investors, including BGF, retained stakes in the company.

Awards and recognition

LoopMe has received recognition from industry bodies and publications including:

  • Ranking at number 43 in the 2018 Deloitte UK Technology Fast 50.
  • Best Mobile Marketing Platform, Digiday Technology Awards, for its work with IRI, PepsiCo, and OMD USA.
  • Being included in a list of the top 10 SSPs (supply-side platforms) by Performance Marketing World.
  • In April 2026, the Institute of Practitioners in Advertising (IPA) Digital Media Owners Spring 2026 Survey named LoopMe the best overall media owner to work with. In addition to securing the overall top spot, LoopMe also led for Ad Networks/Exchanges, DSP and Sales Houses.

AI

LoopMe holds multiple patents for its AI and Intelligent Marketplace technology. As of 2024, LoopMe held six patents, with a further twelve pending. In December 2025, LoopMe announced that a sixth patent had been granted, with a further twelve pending.

In March 2026, MediaPost noted that LoopMe was a founding member of independent initiative AgenticAdvertising.org.

LoopMe has discussed AI in industry publications and podcasts, including:

  • The Marketecture Podcast with Ari Paparo, where CEO & Founder Stephen Upstone discussed the use of AI in advertising, measuring outcomes, brand suitability, attribution, data privacy, and the changing ad tech landscape.
  • AI adoption rates across the UK, US and Australia as of 2025.
  • The Good Company podcast with Michael Kassan, where Upstone spoke about AI-driven 'brandformance', a portmanteau combining brand advertising and performance marketing.
  • Thoughts on how AI impacted the 2024 US Presidential Election.
  • Arguments for the adoption of AI in reaction to the IPA Bellwether Report Q1 2024.
  • Thoughts on AI's growth trajectory and why it will impact all industries ahead of The Drum's Programmatic Punch in Singapore.
  • Comments on the opportunity of AI in advertising and business transformation as far back as 2017.

In-app advertising

As generative AI drives a 20–30% decline in web traffic, LoopMe is advocating for a shift towards in-app advertising and is developing products to make the app ecosystem work better for brand advertising.

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