Mobile advertising platform IronSource announced that it has acquired mobile ad quality measurement platform Soomla to “provide app and game developers with more tools to effectively manage the advertising inside of their apps.” Terms of the deal were not disclosed.
“SOOMLA is the ideal fit to continue delivering on ironSource’s commitment to create the best business infrastructure for developers,” Omer Kaplan, Co-Founder and CRO at ironSource, said in a statement.
In-app ad monetization has continued to grow, with greater adoption across apps and games. This includes mobile game genres that have traditionally relied on in-app purchases and are now driving additional revenue from their games through ads strategically incorporated as an integral part of gameplay. In this context, SOOMLA’s ad quality intelligence technology adds an important layer to ironSource’s tech stack, allowing developers of any size to gain greater insight into and control over their users’ ad experience. This includes understanding which ads perform as expected, drive user engagement and are in line with industry standards, or conversely, negatively impact user experience and risk churn.
Following the acquisition, SOOMLA’s solution will continue to be available to developers using other mediation services.
“We’re incredibly excited to join the ironSource team,” said Yaniv Nizan, CEO, SOOMLA. “We’ve found a home in a company with the same values and vision – to build innovative and best-in-class technology which empowers developers to run better app businesses – and we’re eager to scale the impact and applicability of the SOOMLA technology to even more app developers.”