Financial terms for the deal were not revealed, although TA’s strategy is to invest between $50m and $500m per deal.
Flashtalking’s software allows users to create and deliver online advertising campaigns and analyse the results across desktop, tablet and mobile devices.
TA UK principal J Morgan Seigler, who will join the company’s board following the investments, said, “Flashtalking has done an impressive job moving from a strong legacy of rich media serving into a broad, full ad serving platform with industry leading functionality across ad building, reporting and analytics.
“The company is an attractive investment for a number of reasons, including excellent financial performance and a highly-attractive, diversified customer base that includes many of today’s leading online brands and agencies.
“We are excited to complete this investment and look forward to working with Flashtalking to continue its rapid growth.”
TA UK managing director Jonathan Weeks added, “Flashtalking has a unique platform that helps enable the online advertising nirvana of right ad, right place, right time.
“As advertisers are increasingly focused on ROI, platforms that allow for dynamic ad creation are very well positioned to better target users with personalized advertisements and messaging.
“With its comprehensive portfolio of formats across online and mobile, particularly in video advertising rich media, we anticipate significant continued growth opportunities for Flashtalking.”
TA was one of the first large private equity firms to successfully head back into the fundraising market following the financial crisis, beating its target by gathering $4bn for its eleventh vehicle in 2009.
The firm is currently believed to be considering an exit of online market research specialist E-Rewards of up to $600m alongside fellow backers Sutter Hill Ventures and Polaris Partners.
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