Yet the mobile advertising platform says the Facebook problem has no impact on its business model

Taptica (TAP:AIM) 369.3p

Loss to date: -17.5%

Original entry price: Buy at 447.5p, 25 January 2018


Mobile advertising platform Taptica (TAP:AIM) is off to a rocky start as a constituent of our Great Ideas portfolio. The fears associated with greater regulation of digital advertising in the wake of the Facebook data scandal have contributed to a 17.3% year-to-date decline.

However, we see signs in the annual results posted on 26 March that the share price could perform better through the course of 2018.

Earnings were 2% ahead of those forecast by investment bank Berenberg and crucially 2018 has started strongly.

Taptica says the recent data privacy issues affecting Facebook have no impact on its business model as it does not rely on the social media platform for either garnering data or user analytics, instead carrying out this work internally.

It operates a ‘user acquisition platform’ focusing on mobile and social media. It helps clients to run more effective advertising campaigns with a platform which enables targeted ads.

The aim is to translate mobile website, social media and app user traffic into higher numbers of customers with the company taking a slice of resulting user revenues.

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