
PIA Group has acquired TAB, the Berlin- and San Francisco-based mobile performance marketing firm. User acquisition is a core element of the mobile performance marketing strategies operated by today’s global brands; in the last five years, worldwide mobile ad spends have gone up by over 600%. With its takeover of TAB, PIA is expanding its mobile marketing competencies in order to offer its brand clients the ability to deliver and scale relevant mobile content, and to make data-driven marketing decisions.
Positioning itself as the ‘gateway between brands and consumers’, TAB offers a proprietary cost-per-install (CPI) platform; algorithm-managed target group analysis; and post-install optimisation programme, to help its clients acquire high-value, engaged app users.
Set up in 2016 by Managing Director Matthias Lesch, TAB now has a team of 30 people from 10 different countries based in Berlin and San Francisco; clients include HBONow, Spotify, Ströer and Modomoto. Working with Claus Bröckers, Managing Director of PIA subsidiary Performance Media, Matthias Lesch will continue in his role leading TAB while setting up and driving the growth of a performance mobile group (PMG) in the PIA Group.
“We are delighted that, in Matthias Lesch, we will be welcoming a successful entrepreneur with an international team into the PIA Group,” said PIA CEO, Christian Tiedemann. “Our acquisition of TAB will allow us to strengthen the core brand of PIA and expand into the USA. In the months to follow, we will work with Matthias on technology acquisition, team growth, and international expansion.”
TAB will continue trading under its own name with no changes to its current management team.