ironSource buys Bidalgo Marketing Platform

ironSource has agreed to purchase another marketing platform. This time she decided to acquire the Israeli company Bidalgo. The amount and terms of the transaction were not disclosed.

According to Omer Kaplan, co-founder of ironSource, this purchase will allow his company to strengthen its position in the market. In addition, the takeover of Bidalgo will expand the capabilities of the ironSource platform.

“This acquisition is part of an extensive strategy under which we bought Luna Labs at the beginning of the year. We want to create a full-featured marketing stack on the ironSource platform. Thanks to our association with Bidalgo, marketers will get more opportunities. They will be able to do all the necessary operations in one place: from creating ads to managing and optimizing campaigns on different channels,” Kaplan commented.

ironSource and Bidalgo had many common clients before the merger. According to ironSource CEO Tomer Bar-Zeev, this underlines that the decision to buy Bidalgo was correct. Marketers are interested in the tools of both platforms, so the combined solution will also be interesting to them.

Bidalgo’s takeover is the second for ironSource this month. Two weeks ago, the company announced the purchase of the Tapjoy advertising platform. ironSource paid $400 million for it. Earlier in 2021, ironSource acquired the analytical firm SOOMLA and the service for creating interactive advertising Luna Labs.

Bidalgo opened in 2010. Its tools allow marketers to analyze mobile applications and manage advertising campaigns. In addition to video games, Bidalgo also works with online trading services, educational apps, and dating apps. Among her clients are companies such as Zynga, Ludia, PlaySimple, Postmates and LOVOO.