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Draft:LoopMe

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LoopMe
TypePrivate
IndustryAdvertising technology
Founded2012
FoundersStephen Upstone
Marco van de Bergh
Key people
Stephen Upstone (CEO & Co-founder)
Marco van de Bergh (CTO & Co-founder)
Websiteloopme.ai

LoopMe is an advertising technology (AdTech) company headquartered in London, United Kingdom. Founded in 2012 by Stephen Upstone and Marco van de Bergh, LoopMe is considered one of the earlier companies to apply artificial intelligence (AI) and machine learning to brand advertising, with a focus on improving measurable outcomes across mobile, programmatic, and connected television (CTV) channels. The company has been the subject of coverage in industry publications including AdExchanger, MediaPost, and Digiday in relation to its use of AI in programmatic advertising and its sustainability commitments.[1][2][3]

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

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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). The company emerged during a period of significant growth in mobile advertising and programmatic technology, and has been noted for its early and sustained focus on applying AI to brand outcomes at a time when the technology was not yet widely adopted in the advertising industry.

In 2022, former OMD (part of Omnicom) CEO Mainardo de Nardis was appointed as Chair of LoopMe's board of directors.[4]

Acquisitions

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Chartboost (2024)

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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.[5]

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 was reported by AdExchanger as part of a wider industry trend of programmatic companies seeking direct paths into mobile app inventory, and expanded LoopMe's SDK network and direct publisher relationships within the mobile gaming ecosystem.

Funding and ownership

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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.[6][7]

AI

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LoopMe has been cited in industry coverage as an example of an adtech company that adopted AI for advertising optimisation relatively early, with commentary on the subject dating to 2017.[8][9] LoopMe holds multiple patents for its AI technology. As of December 2025, six patents 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, reflecting the company's involvement in emerging industry frameworks around agentic AI in advertising.[11]

LoopMe has contributed to broader industry discussion on AI through publications and podcasts, including commentary on AI's role in the 2024 US Presidential Election,[12] AI adoption rates across the UK, US and Australia,[13] and the concept of AI-driven 'brandformance' — a portmanteau of brand advertising and performance marketing — discussed by CEO Stephen Upstone on the Good Company podcast.[14]

In-app advertising

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As generative AI contributes to a reported 20–30% decline in open web traffic,[15] LoopMe has been among the companies advocating for a shift in brand advertising spend toward in-app environments. Industry publications including Cynopsis and Street Fight have reported on this trend in the context of LoopMe's position in the mobile app ecosystem.[16][17]

Sustainability

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In 2023, LoopMe announced that it achieved carbon neutrality, which MediaPost noted in the context of growing industry pressure on adtech companies to reduce the carbon footprint associated with programmatic data processing.[18]

Research

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LoopMe carries out consumer research that has been cited by mainstream press and broadcasters. In 2022, the BBC referenced a LoopMe survey of 2,320 Britons on flexible bank holiday policies as part of a wider report on workplace flexibility.[19]. Later that year, Forbes cited a LoopMe survey of 4,429 UK consumers on viewing habits ahead of the 2022 FIFA World Cup, finding that only 29% of respondents intended to watch the tournament and that 84% of those planned to do so from home.[20] In 2024, CNBC cited LoopMe data on political advertising spend on connected television platforms ahead of the US presidential election.[21]

References

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  1. ↑ "The AI Search Reckoning Is Dismantling Open Web Traffic – And Publishers May Never Recover". AdExchanger. 6 January 2026. Retrieved 12 May 2026.
  2. ↑ "How A Next-Gen Intelligent Marketplace Uses AI To Increase Media-Buying Efficiency, Sustainability". MediaPost. 26 May 2023. Retrieved 28 April 2026.
  3. ↑ "How AI shaped the 2024 election: From ad strategy to voter sentiment analysis". Digiday. 5 November 2024. Retrieved 28 April 2026.
  4. ↑ "Former OMD CEO Mainardo de Nardis Joins LoopMe as Board Chairman". Broadcasting & Cable. 4 October 2024. Retrieved 28 April 2026.
  5. ↑ "LoopMe Buys Chartboost From Zynga For Direct Paths Into Mobile Apps". AdExchanger. 12 December 2024. Retrieved 15 April 2026.
  6. ↑ "LoopMe Announces Investment from Mayfair Equity Partners" (Press release). LoopMe. 13 January 2022. Retrieved 15 April 2026.
  7. ↑ "Mayfair Equity Partners acquires UK adtech platform LoopMe for $120M". TechCrunch. 19 January 2022. Retrieved 28 April 2026.
  8. ↑ "'There is a huge knowledge and opportunity gap around AI,' says LoopMe's Stephen Upstone". Marketing Communication News. 26 June 2017. Retrieved 28 April 2026.
  9. ↑ "Artificial intelligence and business transformation: LoopMe". Growth Business. 17 January 2017. Retrieved 28 April 2026.
  10. ↑ "LoopMe granted third patent for innovative AI powering its Intelligent Marketplace" (Press release). 16 December 2025.
  11. ↑ "Heading Into Agentic AI With A New CRO". MediaPost. 6 March 2026. Retrieved 28 April 2026.
  12. ↑ "How AI shaped the 2024 election: From ad strategy to voter sentiment analysis". Digiday. 5 November 2024. Retrieved 28 April 2026.
  13. ↑ "Google's Vision-Action-Language Robots Rely On Internet Search". MediaPost. 25 September 2025. Retrieved 28 April 2026.
  14. ↑ Kassan, Michael (1 October 2025). "The Next Era of Brand-formance with Stephen Upstone, Founder+CEO, LoopMe" (Podcast). 3CVentures. Retrieved 28 April 2026.
  15. ↑ "The AI Search Reckoning Is Dismantling Open Web Traffic – And Publishers May Never Recover". AdExchanger. 6 January 2026. Retrieved 12 May 2026.
  16. ↑ "How AI is Reshaping the Web and Driving Audiences Toward Mobile Gaming". Cynopsis. 7 May 2026. Retrieved 12 May 2026.
  17. ↑ "Brand Ad Spend Is Moving Into Mobile Apps". Street Fight. 13 April 2026. Retrieved 12 May 2026.
  18. ↑ "LoopMe Achieves Carbon Neutrality Seven Years Ahead of Schedule" (Press release). 2 May 2023.
  19. ↑ "Flexible firms take break from fixed bank holidays". BBC News. 25 August 2022. Retrieved 8 June 2026.
  20. ↑ "Most Fans Won't Be Watching Qatar 2022 World Cup At Pubs Or On Big Screens: Survey". Forbes. 1 November 2022. Retrieved 8 June 2026.
  21. ↑ "Cord cutters prepare for political ad blitz as campaigns flood Roku, Hulu ahead of election". CNBC. 29 August 2024. Retrieved 8 June 2026.
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