Taptica International is said to be in late stage negotiations to merge with YouTube in a deal that would create one of the most powerful independent players in the US video advertising sector . Sources said on Tuesday that the deal was aimed at forging a more powerful competitor to Google and Facebook, which are the dominant players in a segment of the advertising market which is a major priority for mass-market consumer brands. The potential £ ##500 m ( $ 340 million ) all - share deal aims to create a competitor to take on Google and Facebook , which dominate the mass - market consumer brands segment .
Taptica International is said to be in late stage negotiations to merge with YouTube in a deal that would create one of the most powerful independent players in the US video advertising sector . The potential £ ##500 m ( $ 340 million ) all - share deal aims to create a competitor to take on Google and Facebook , which dominate the mass - market consumer brands segment .