Mobile monetization firm IronSource has acquired Luna Labs, the maker of a inventive management platform used to build mobile advertisements.
Luna Labs’ technologies makes it possible for app developers — from enterprises to indie developers — to build, handle and optimize their playable ad and video advertisements, at a rapidly speed and on a massive scale. The acquire price tag wasn’t disclosed. The acquisition marks one more step in IronSource’s journey of developing a extensive development platform for app and game developers to maximize the development of their app corporations.
Omer Kaplan, chief income officer at Tel Aviv-based IronSource, stated in an e-mail that the company’s purpose is to be the finest development platform for game and app developers, permitting them to concentrate on content creation whilst IronSource handles the infrastructure for organization expansion.
“We want to give app and game developers all the tools they need to turn their great content into a scalable business,” Kaplan stated. “Creative is a key part of that, and has only become more critical as competition for user attention grows, so building out our creative production and management offering with best-in-class technology from Luna aligned perfectly with our overall mission.”
Ad creators have only grow to be more critical as the rest of the network gets automated and the competitors for user interest grows, he stated. But ad inventive improvement and testing on a massive scale is extremely tricky and pricey. Luna Labs aids resolve this by bringing higher-top quality finish-to-finish ad creation management to developers.
With an increasingly massive portion of user acquisition activities becoming more automated, ad creatives have grow to be the final out there lever in gaining an edge in user development. Luna Labs’ computer software-as-a-service platform enables developers to build advertisements straight from their game code and then automatically produce limitless variations of the advertisements, saving hours of improvement time and the massive connected operational overhead.
“Luna Labs has not only cracked that part of the puzzle, but also became the leading choice for game developers looking to leverage creative capabilities in a more serious way,” Kaplan stated. “One of their key differentiators is how they’ve really connected creative to the core of a game business by putting the tools for creative development directly in the hands of the developer, versus having them be reliant on external services or companies. By incorporating Luna into IronSource we’re also now the only business platform in the market to offer automated creative production and management technology.”
Luna Insights then offers information on the user expertise, permitting user acquisition teams to swiftly make choices on the effectiveness of the creatives and adjust the content to optimize the ad’s functionality. The Luna Labs group, like CEO Steven Chard, will join IronSource.
Luna is working with studios and publishers like King, Crazy Labs, Supersonic Studios, Lion Studios, Kwalee, and Voodoo.
IronSource has 800 personnel, whilst Luna Labs has 40 in England and a improvement center in Belarus. Luna will be out there to all developers as a standalone solution. Moving forward, IronSource will deepen the collaboration involving the two firms as nicely as expand the Luna supplying.