Ironsource to buy mobile app and ad monetization company Tapjoy for $ 400 million


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IronSource has announced plans to acquire mobile advertising and app monetization company Tapjoy for $ 400 million.

The deal is part of a consolidation trend underway in the mobile marketing ecosystem as growth, active investments and industry disruptions change the status quo of the industry.

IronSource, based in Tel Aviv, Israel, has become one of the consolidators with the acquisition of other companies in the mobile ecosystem such as Soomla. Ironsource said the deal will strengthen IronSource’s platform offering for app developers and aims to further expand its gaming and app customer base beyond games. Over half of IronSource’s business has been the marketing and monetization of games, which accounts for the bulk of in-app purchases on mobile platforms.

San Francisco-based Tapjoy started out as an offerings company, which allows gamers to shop in their favorite games by viewing ad offers. He recently offered surveys that people can complete in exchange for in-app items.

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Above: Gen Z gamers are primarily mobile gamers.

Image Credit: Tapjoy

“Our platform-based approach to serving application developers means that we are able to add several strategic additions to our software platform to add more value for customers,” said Omer Kaplan, director of IronSource revenue, in a statement. “This acquisition follows this strategy, ultimately allowing us to serve our customers in the most beneficial way possible, by increasing our SDK footprint, enhancing our monetization capabilities and positioning our platform as an integral and integral part of the in-app and in-game economy.

IronSource said its customers will be able to generate more revenue with better access to diverse demand from advertisers, especially through the Tapjoy Marketplace. In addition, customers will benefit from complementary technology that allows application developers to enrich their in-game savings.

The acquisition also aims to increase IronSource’s software development kit (SDK) footprint among applications and games, thereby increasing the size of the company in the market. In other words, it can reach a lot more developers.

“We are delighted to join ironSource, a leading business platform for application developers,” Jeff Drobick, CEO of Tapjoy, said in a statement. “Tapjoy’s technology enables monetization, user acquisition and customer discovery for some of the world’s leading brands and app developers, with our built-in SDK across approximately 66,000 apps reaching over 1.6 billion monthly active users. As the App Economy continues to grow, we believe IronSource is the ideal partner to leverage more of our products and expertise for continued growth.

IronSource said the deal will be funded with balance sheet cash. Tapjoy has experienced substantial revenue growth and is expected to generate approximately $ 81 million in net revenue in 2021. Tapjoy is very profitable and the transaction is accretive for IronSource in 2022. The transaction is expected to close within the next six months or so, subject to change. usual conditions. including regulatory approvals.

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