IronSource announced it had agreed to acquire San-Francisco-based mobile advertising and app monetization outfit Tapjoy for $400 million.
With this acquisition, IronSource intends to integrate Tapjoy’s technology into its platform. According to the terms of the deal, there won’t be any change to both companies’ leadership or management, as both platforms will continue to function independently.
“IronSource has a long history of successful inorganic growth,” said CEO and co-founder of IronSource Tomer Bar Zeev. “We plan to continue being acquisitive in the market to build out the only comprehensive, customer-centric business platform in the App Economy.”
Tel Aviv, Israel-based IronSource, is a consolidator in the mobile ecosystem industry and has made some acquisitions this year. The company Luna Labs earlier this month, and Soomla back in January.
Tapjoy is a platform that allows players to make purchases in games by viewing advertising deals.
“We are delighted to be joining ironSource, a leading business platform for app developers,” said Jeff Drobick, CEO of Tapjoy. “Tapjoy’s technology powers monetization, user acquisition, and customer research for some of the world’s largest brands and app developers, with our SDK integrated on approximately 66,000 apps reaching over 1.6 billion monthly active users. As the App Economy continues to grow, we believe that IronSource is the ideal partner to further leverage our products and expertise for continued growth.”
“Our platform-based approach to serving app developers means we’re able to plug in multiple strategic additions to our software platform to add more value for customers,” said Omer Kaplan, chief revenue officer at IronSource. “This acquisition follows that strategy, ultimately allowing us to serve our customers in the most beneficial way possible, by growing our SDK footprint, improving our monetization capabilities, and positioning our platform as a deep and integral part of the in-app and in-game economy.”
IronSource hopes the buyout will strengthen its offering for app developers and will expand its customer base in games and apps. Almost half of IronSource’s revenues are generated from marketing and monetizing games, primarily through in-app purchases.
The acquisition is expected to facilitate IronSource’s customers to generate more revenue through diversified advertiser demand, including the Tapjoy marketplace.
The transaction will close by the end of March 2022.
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