LONDON (ShareCast) - (Sharecast News) - Advertising technology outfit Taptica, which has been plotting a £260m merger with rival RhythmOne to compete against the dominance of Google, has seen "varied" trading in the first few months of its financial year.
Taptica's performance-based advertising activities have been affected by industry-wide headwinds across its supply chain, something its management now expects to impact performance in 2019.

The AIM-listed group also took the time to highlight that one of the strategic drivers underpinning its proposed merger with digital advertising technology company RhythmOne was to attempt to offset market volatility within its performance-based division by providing additional access to supply.

Taptica revealed that business had remained "robust" within its brand advertising platform, Tremor Video DSP, with its board focused on delivering "sustainable margin improvement".

Lastly, Taptica said it remained "highly cash generative" with a strong balance sheet following its $2.7m dividend paid to shareholders on 20 November.

As of 1020 GMT, Taptica shares had slid 5.65% to 171.25p.

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