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.

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.¹

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.²

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.²

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.³⁴

LoopMe has received recognition from industry bodies and publications including:

• Ranking at number 43 in the 2018 Deloitte UK Technology Fast 50.⁵
• Best Mobile Marketing Platform, Digiday Technology Awards, for its work with IRI, PepsiCo, and OMD USA.⁶
• Being included in a list of the top 10 SSPs (supply-side platforms) by Performance Marketing World.⁷
• 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.⁸

LoopMe holds multiple patents for its AI and Intelligent Marketplace technology. As of 2024, LoopMe held six patents, with a further twelve pending.⁹ In December 2025, LoopMe announced that a sixth patent had been granted, with a further twelve pending.¹⁰

In March 2026, MediaPost noted that LoopMe was a founding member of independent initiative AgenticAdvertising.org.¹¹

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.¹²
• AI adoption rates across the UK, US and Australia as of 2025.¹³
• The Good Company podcast with Michael Kassan, where Upstone spoke about AI-driven 'brand-formance', a portmanteau combining brand advertising and performance marketing.¹⁴
• Thoughts on how AI impacted the 2024 US Presidential Election.¹⁵
• Arguments for the adoption of AI in reaction to the IPA Bellwether Report Q1 2024.¹⁶
• Thoughts on AI's growth trajectory and why it will impact all industries ahead of The Drum's Programmatic Punch in Singapore.¹⁷
• Comments on the opportunity of AI in advertising and business transformation as far back as 2017.¹⁸¹⁹

As generative AI drives a 20-30% decline in web traffic,²⁰ LoopMe is advocating for a shift towards in-app advertising and is developing products to make the app ecosystem work better for brand advertising.²¹²²

PurchaseLoop

PurchaseLoop is LoopMe's flagship product suite, first announced in 2016.²³ City A.M. described the mechanism as identifying not just whether a user is likely to watch an ad to completion, but whether they are likely to change their opinion as a result of seeing it, reporting that LoopMe uses AI that "learns in real time what a user is likely to be interested in at that given point in time" to direct more appropriate advertising based on patterns of behaviour from the handset.²⁴

PurchaseLoop expanded over time into a broader suite of products covering different stages of the advertising funnel.

AdExchanger reported in detail on a deployment of PurchaseLoop by US coffee brand La Colombe, which ran a head-to-head test against four video advertising partners using the same ad creative and flight. LoopMe was the only partner using AI-powered survey targeting, deploying a live consumer insight survey to identify buyers of competing coffee brands before serving mobile in-app video ads. According to AdExchanger's reporting, LoopMe drove the majority of total site traffic from the campaign, with most of those users being net new customers.²⁵

Intelligent Marketplace

The Intelligent Marketplace is LoopMe's programmatic advertising supply and demand platform, which uses artificial intelligence to filter and match real-time bidding requests between publishers and demand-side platforms (DSPs). The next generation of the product launched in May 2023, with LoopMe stating that its AI-powered dynamic filtering suppresses 98% of ad requests unlikely to receive a bid, delivering a claimed 40-fold increase in buying efficiencies for DSP partners while simultaneously reducing unnecessary data processing and associated carbon emissions.²⁶ Broadcasting+Cable reported that at launch the marketplace handled more than 300 billion ad requests per day across more than 50,000 apps and sites, with programmatic clients including Magnite, PubMatic, and Xandr.²⁷ MediaPost described the sustainability dimension of the product, noting that by filtering all ad requests through its AI, LoopMe reduces processing demand by 98%, aligning the marketplace with the company's wider carbon neutrality commitments.²⁸

In December 2023, LoopMe announced two patents covering the core technology behind the Intelligent Marketplace, specifically its bid price optimisation and real-time bidding auction mechanisms.²⁹ The marketplace also provides DSP partners with access to LoopMe's first-party audience data, drawn from over two billion monthly active users in its data management platform (DMP).²⁶

Audience & Measurement Platform

LoopMe's Audience & Measurement Platform (AMP) is a self-serve audience and measurement solution launched by LoopMe in 2024.³⁰ ExchangeWire reported that AMP enables brands, agencies, and publishers to generate bespoke audiences from custom survey questions, scale them using LoopMe's AI, and export the resulting segments to their preferred demand-side platform (DSP), with measurement and optimisation tools providing in-flight tracking of incremental brand lift and conversions across digital, CTV, audio, and digital out-of-home advertising campaigns of any size.³¹³²

Early adopters included Warner Bros. Discovery and Vevo, both of which were quoted in the launch announcement commenting on the product's CTV measurement capabilities.

In 2023, LoopMe announced that it achieved carbon neutrality seven years ahead of schedule.³³