ironSource to buy mobile marketing software company Bidalgo

Mobile advertising platform ironSource announced that it has agreed to acquire mobile marketing company Bidalgo. 

The Bidalgo acquisition will be ironSource’s fourth acquisition announced this year. The company announced in mid-October that it has agreed to buy mobile advertising and app monetization company Tapjoy for $400 million. The Israeli firm acquired mobile ad quality measurement platform Soomla in January and creative management platform Luna Labs in February. 

The acquisition is intended to deepen ironSource’s market presence across the entire App Economy, given Bidalgo’s customer base in apps beyond games, including leading social, dating and e-Commerce apps, who use Bidalgo’s technology to manage and optimize their marketing spend.

 Financial terms of the deal were not disclosed.

“In order to successfully grow their apps, it’s critical that app developers are able to measure, control, and effectively allocate funds across multiple marketing channels. That’s why it made perfect sense to partner with Bidalgo in offering truly cross-channel management and optimization of every element of marketing activity through the ironSource platform,” said Omer Kaplan, CRO and co-founder of ironSource. 

“This acquisition is part of a wider strategy, which includes the acquisition of Luna Labs earlier this year, to build a full marketing stack within the ironSource platform. The combination will give app marketers an end-to-end solution for their entire marketing operation in one place, from creating ads through managing campaigns across channels and optimizing them.”

Providing a mobile marketing platform for app marketers to drive growth and control over their marketing investment, Bidalgo says it currently tracks and manages more than $1 billion in media spend annually. 

“When we founded Bidalgo more than ten years ago, we had a simple goal in mind: we wanted to build the best platform for marketers to optimize their investment towards exceptional business results,” said Peli Beeri, CEO and co-founder of Bidalgo. 

“With industry changes, we identified the importance of creative analysis in providing greater visibility and control for marketers, and introduced new tools into our marketing intelligence platform, which today tracks and manages over $1B in media spend annually. By combining Bidalgo’s technology with the ironSource platform, we’ll be able to create a unique offering for mobile marketers, with one place to create, analyze and manage every aspect of their paid marketing.”

ironSource went public on the New York Stock Exchange on June 29 via a merger with an SPAC backed by private equity firm Thoma Bravo Advantage.