ironSource to acquire Tapjoy in $400 million deal

ironSource, a platform that helps app developers with their monetization, engagement, and analytics, has announced that it has acquired TapJoy, a U.S-based mobile advertising and app monetization company. The acquisition is valued at $400 million in cash and is expected to close at the end of the year or early 2022.

“Our platform-based approach to serving app developers means we’re able to plug in multiple strategic additions to our software platform to add more value for customers,” said Omer Kaplan, CRO and co-founder of ironSource. “This acquisition follows that strategy, ultimately allowing us to serve our customers in the most beneficial way possible, by growing our SDK footprint, improving our monetization capabilities, and positioning our platform as a deep and integral part of the in-app and in-game economy.”

The acquisition is expected to strengthen ironSource’s platform which helps mobile app and game developers. Its customers will have a more diverse advertiser demand with the addition of the Tapjoy marketplace. Tapjoy’s platform helps advertisers connect with app users through value exchange advertising to help drive awareness and engagement.

"We are delighted to be joining ironSource, a leading business platform for app developers," said Jeff Drobick, CEO of Tapjoy. "Tapjoy's technology powers monetization, user acquisition, and customer research for some of the world’s largest brands and app developers, with our SDK integrated on approximately 66,000 apps reaching over 1.6 billion monthly active users. As the App Economy continues to grow, we believe that ironSource is the ideal partner to further leverage our products and expertise for continued growth."

Tomer Bar Zeev, CEO and co-founder of ironSource, added: “ironSource has a long history of successful inorganic growth. We plan to continue being acquisitive in the market to build out the only comprehensive, customer-centric business platform in the App Economy.”

Customers will also benefit from free technology that allows app developers to improve their in-game economies. The acquisition will help increase ironSource’s SDK footprint in both apps and games, helping them scale in the market.

ironSource was founded in 2010 and has raised a total of $105 million over two rounds and five investors. TapJoy marks its seventh acquisition in total and its third this year, following Soomla in January and Luna Labs in February. Tapjoy was founded in 2007 and is headquartered in San Francisco with offices in Santa Barbara, Boston, London, Beijing, Tokyo, and Seoul.