Mayfair Equity Partners, a tech and consumer growth investor, has led a $120 million investment to acquire a majority stake in LoopMe, a brand-focused mobile advertising platform.

LoopMe has transformed the mobile advertising sector through its use of AI and machine learning to optimize each campaign delivery in real time. The firm adds measurable uplift in brand deliverables and effective targeting across marketing goals including purchase intent, consideration and sales.

The deal will accelerate growth for LoopMe into core markets in the U.S., into new geographies and new product development. Mayfair will continue to partner with LoopMe’s founders Stephen Upstone and Marco van de Bergh as well as existing investors including BGF.

“LoopMe has experienced phenomenal growth over the past ten years, particularly in the U.S., within the mobile video app ecosystem and now in CTV,” said Upstone. “As a leading data and privacy-compliant software platform delivering exceptional performance without the need for personal identifying data, LoopMe is poised for continued success given ongoing market developments with regards to data regulation and usage.”

The principal advisors for this transaction for LoopMe include Raymond James, Orrick, Herrington & Sutcliffe, PwC Strategy &, Intechnica, BDO and Deloitte and for Mayfair Equity Partners include Goodwin Proctor, PwC, BDO, and GP Bullhound.