San Francisco-based in-app video advertising and monetization network Vungle today announced the acquisition of AlgoLift, a performance optimization engine for app developers like Jam City and Headspace.
According to a statement, AlgoLift’s performance optimization features are designed to improve Vungle’s ability to deliver actionable information to advertisers by providing them with contextual anonymized data and algorithmic recommendations on how to scale spend on user acquisition, purchase based on downstream metrics, and increase ROAS by up to 150 Make% available.
“The combined offering enables Vungle to deliver advanced machine automation technology and context-level targeting recommendations to help global advertisers scale campaigns, improve real-time optimization, and optimize workload,” said Martin Price, vice president of product at Vungle, in a statement. “We look forward to incorporating AlgoLift’s technology into our products to provide customers with an automated, privacy-centric solution that they can purchase against metrics like ROAS.”
The purchase of the predictive lifetime value (LTV) modeling and marketing automation company is one of several in recent weeks after dealmaking was disrupted when the coronavirus hit – though sources in space are predicting a spate of activity in the fourth quarter .
It also happens as the industry prepares for Apple’s full rollout of iOS 14 and the effective withdrawal of IDFA (Advertiser ID) This is the historical standard means for app developers to track and track the effectiveness of ads on iOS. Though Apple extended execution until early next year, the move has rocked the mobile advertising industry since plans for development were first announced in June last year – and could prove to be a serious challenge for some of the world’s biggest names, including the industry Facebook.
Seufert said AlgoLift was tapped because it could be one of the best-equipped companies to handle the industry shift from IDFA to privacy-friendly ways of targeting and optimizing advertising campaigns.
“With the acquisition of AlgoLift, Vungle can assert itself in the new non-deterministic, data protection-oriented advertising environment,” said Eric Seufert, media strategist and founder of the specialist blog MobileDevMemo, in a statement. “Equipped with AlgoLift’s impressive measurement models and probabilistic attribution methods, Vungle will be well positioned when the mobile advertising industry carries out this data protection-oriented development.”
The entire AlgoLift team – including co-founders Andre Tutundjian and Dmitry Yudovsky – will join the Vungle organization but will continue to operate from its Los Angeles office.