Vungle the mobile performance ad company announced that it acquired mobile gaming analytics firm GameRefinery.
Financial details of the deal were not disclosed.
GameRefinery operates an intelligence platform that provide developers with insights into app retention and monetisation through cloud-based tools. Clients include Zynga, King an Rovio.
The company offers contextual data sets on over 160,000 gaming apps which could seriously expand Vungle’s targeting capabilities and ultimately help advertisers schedule more relevant campaigns.
“Together, Vungle, GameRefinery, and Algolift offer the only platform that speaks to game and product teams in the development process, marketing, UA, and growth teams in the scaling stage, and data teams when measuring and refining outcomes,” said Jeremy Bondy, CEO of Vungle.
“We are excited to welcome a remarkable GameRefinery team to the Vungle family and have never been stronger in our position as the trusted guide for developers.”
GameRefinery also offers image recognition and creative targeting features that will be integrated as part of the Vungle Creative Labs.
“The combined offering will enable Vungle to touch our advertisers across multiple areas of our platform with deeper creative analysis and insights, contextual targeting recommendations, and reporting,” said Martin Price, Vice President of Product at Vungle.
“Given the privacy-related changes to iOS 14 and the industry at large, it is more important now than ever to find inventive ways of understanding the context of an ad placement and driving better creative targeting. The GameRefinery acquisition gives us a richer suite of data to let us do exactly that.”
Co-founder of GameRefiners, Markus Råmark, Veli-Pekka Julkunen, and Joel Julkunen and the entire team are posed to join Vungle and operate out of their Finnish offices.
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