ironSource continues spending spree with purchase of Bidalgo

ironSource announced on Monday that it entered into an agreement to acquire Israeli marketing software company Bidalgo. Bidalgo’s technology helps app marketers to drive growth by giving them visibility and control over their marketing investment. Together with ironSource’s current creative management solution, Luna Labs, ironSource believes this acquisition will allow it to offer a wider spectrum of marketing-focused products, increasing the power and value of its platform for app marketers.

In addition, the acquisition is intended to deepen ironSource’s market presence across the entire App Economy, given Bidalgo’s customer base in apps beyond games, including leading social, dating and e-Commerce apps, who use Bidalgo’s technology to manage and optimize their marketing spend. The financial terms of the acquisition were not disclosed.

Bidalgo was founded in 2010 by Peli Beeri, Mor Beeri, Oded Fried and Niv Yemini and has never raised any funds from external sources. The company currently employs 110 people, 85 of them in Israel.

The purchase of Bidalgo comes on the back of ironSource’s acquisition of TapJoy, a U.S-based mobile advertising and app monetization company, for $400 million less than two weeks ago.

“In order to successfully grow their apps, it’s critical that app developers are able to measure, control, and effectively allocate funds across multiple marketing channels. That’s why it made perfect sense to partner with Bidalgo in offering truly cross-channel management and optimization of every element of marketing activity through the ironSource platform,” said Omer Kaplan, CRO and co-founder of ironSource. “This acquisition is part of a wider strategy, which includes the acquisition of Luna Labs earlier this year, to build a full marketing stack within the ironSource platform. The combination will give app marketers an end-to-end solution for their entire marketing operation in one place, from creating ads through managing campaigns across channels and optimizing them.”

"When we founded Bidalgo more than ten years ago, we had a simple goal in mind: we wanted to build the best platform for marketers to optimize their investment towards exceptional business results,” said Peli Beeri, CEO and co-founder of Bidalgo. “With industry changes, we identified the importance of creative analysis in providing greater visibility and control for marketers, and introduced new tools into our marketing intelligence platform, which today tracks and manages over $1 billion in media spend annually. By combining Bidalgo’s technology with the ironSource platform, we’ll be able to create a unique offering for mobile marketers, with one place to create, analyze and manage every aspect of their paid marketing."

“ironSource and Bidalgo already work with many of the same customers, who use multiple products on the ironSource platform along with Bidalgo’s marketing technology,” said Tomer Bar Zeev, CEO and co-founder of ironSource. “This not only highlights the value of the combined offering and our stickiness with customers, it’s also a testament to the strength of our platform-based approach to the App Economy, and our customer-centric approach to M&A.”