IronSource, a large ad technology company for mobile games and apps, has acquired Soomla, an ad quality analysis platform.
Terms of the deal were not disclosed. The companies are based 10 minutes apart in Tel Aviv, Israel and exemplify the country’s leadership in advertising and marketing automation technology.
IronSource Chief Revenue Officer Omer Kaplan said in an interview with VentureBeat that the deal adds another layer of data and transparency to ad monetization, in addition to the services IronSource already offers to mobile game and app development companies.
“Our vision is really to build a leading gaming business or platform for games to grow,” Kaplan said. “The value that Soomla has provided is that game app developers can see and control everything they launch with their monetization. We see it [as a] very important value for the ecosystem. “
IronSource has 800 employees and Soomla only 15, but Soomla has technology that allows developers to better detect malicious ads and manage user experience.
Soomla provides its software-as-a-service (SaaS) ad quality analytics to help developers manage the ads that appear in their apps. If ads are misleading or violate a “ban list”, for example, they can potentially harm the user experience and cause churn (people decide to abandon the app or game). Developers can act based on this information to improve the user experience.
Once acquired, the Soomla solution will continue to be available to developers using other intermediary services.
“This gives the developer the ability to see what’s going on in the inventory from different angles,” Kaplan said. “First of all, for everything going on around, quality monitoring – to make sure that you are not showing inappropriate ads or anything that does not match what you want to show. Another aspect is analyzing the ads that are showing in your inventory to see if the creative part of the ad is working. You can even see heatmaps and things around the ads.
Kaplan said the goal is to become an end-to-end platform for mobile developers, adding new features that will enable developers to build, grow and maintain a profitable and successful business.
In-app ad monetization continues to grow, with more apps and games being used. This includes genres of mobile games that have traditionally relied on in-app purchases and are now generating additional income from their games through advertising strategically incorporated as an integral part of the gameplay.
IronSource was founded in 2010 and Soomla was founded in 2012. Soomla CEO Yaniv Nizan and his team will join IronSource as part of the acquisition.
“This adds to our overarching business platform,” Kaplan said. “We want to build this business infrastructure, a platform for game developers. It was perfect. “
When asked if Apple’s upcoming change to the Identifier for Advertisers (IDFA) had an impact on the acquisition, Kaplan said it didn’t. (Apple is changing the way ad campaigns target users to improve privacy.)
“We just felt this service was important to game developers,” Kaplan said.
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