The acquisition adds an additional layer of data and visibility into ad monetization, enabling developers to better identify harmful ads and manage the user experience
ironSource, a leading business platform for app developers, announced its acquisition of ad quality measurement platform SOOMLA. Adding SOOMLA’s technology to ironSource’s suite of solutions provides app and game developers with more tools to effectively manage the advertising inside of their apps. The technology will provide developers with insight on ads running inside their apps, helping them distinguish between ads that may be inappropriate, misleading or that violate a denylist and could potentially harm user experience and cause churn, from those ads that provide a positive user experience. Developers can then act on those insights to create a better user experience. Following the acquisition, SOOMLA’s solution will continue to be available to developers using other mediation services.
Marketing Technology News: VERB Technology Ranked #1 by Social Selling News’ Rankings for Direct Selling Apps
“SOOMLA is the ideal fit to continue delivering on ironSource’s commitment to create the best business infrastructure for developers,” explains Omer Kaplan, Co-Founder and CRO at ironSource. “Our goal is to provide a comprehensive growth platform for mobile app developers, and as part of that, we’re constantly working to add new features and solutions to empower developers to create, grow and sustain profitable and successful businesses. Every developer should be able to access best-in-class technology to better manage their app businesses, and with SOOMLA’s technology, we aim to provide those insights both to apps that use our ad mediation solution and those that don’t.”
Marketing Technology News: BBTV Launches Video Comparison Solution for Content Creators
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.
“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.”
Marketing Technology News: Searchspring Rides Ecommerce Wave with Strategic Hire of Head of APAC, Kate Massey