ironSource announced the purchase of the Tapjoy advertising platform for $ 400 million
The Israeli company ironSource is expanding. This time, she signed an agreement to acquire the advertising and monetization platform Tapjoy. The transaction amount will be $400 million.ironSource will finance the purchase with cash from its balance sheet.
It is expected that the transaction will be closed between the fourth quarter of 2021 and the first quarter of 2022 — subject to approval from the relevant regulators.
The
purchase of Tapjoy is designed to strengthen ironSource’s position in the mobile advertising market. According to the company, this should increase the revenue of its customers and give them more opportunities to promote and monetize their games and applications.ironSource co-founder Tomer Bar-Zeev stressed that the company intends to continue to be active in the M&A market. Its main goal is to create a comprehensive and customer-oriented business platform.
This year, ironSource has already acquired two companies that specialize in supporting mobile developers. In February, she bought the analytical firm SOOMLA, and a month later announced the acquisition of the platform for creating interactive advertising Luna Labs.
Tapjoy has been on the market since 2007 and provides services in the field of monetization and advertising of mobile applications. As the CEO of the company Jeff Drobick noted, now the SDK of the platform is integrated into about 66 thousand applications with a total MAU of 1.6 billion people. For the current calendar year, Tapjoy’s revenue will be $81 million.
