In-app advertising company, Supersonic, has merged with app discovery company, IronSource, in a move that seeks to combine each company’s area of expertise into one large mobile advertising player. The deal covers one billion monthly users, seven million daily installs and is expected to generate sales in the range of $450m during 2015.
Supersonic provides in-app advertising
Tomer Bar Zeev, CEO, IronSource, says:
“There are many inconsistencies in the mobile industry that we are poised to solve with this merger. Issues such as cross screen tracking, mobile targeting and reporting. Together, our companies will become the go-to platform for mobile developers and advertisers. We believe that combining Supersonic’s strengths with IronSource’s data, scale and technology will position us to be the market leader in providing mobile analytics, distribution and monetization solutions. With Supersonic, we are significantly adding to our reach to make us one of the largest players in the industry.”
The merger has been some time in the making with reports earlier this year that IronSource may acquire Supersonic for between $150m to $300m. The resulting business is founded on mutual interest and understanding. A combination of the companies’ platforms will enable developers to access a single centralised SDK that includes mobile video, offerwall, interstitial and display, but also full mediation support. Brand advertisers will benefit from the one billion customer reach.
Both companies will retain their current clients, supported by the same teams. Ultimately, the merged firm will be looking to expand further through acquisitions and adding more clients to its pool.
Gil Shoham, CEO, Supersonic, says:
“We go back years and know each other well and have very similar DNA and culture and share the same vision. We just know we can become the same company.” “Today, mobile developers and advertisers are forced to work with multiple partners in order to achieve their goals. Our combined product offering will now provide developers the most complete independent platform at scale. By joining forces, we will be able to bring more value to our customers and accelerate the investment in our technology.”
Omer Kaplan, Deputy CEO and Co-Founder of IronSource, told TechCrunch that clients prefer to work with fewer advertising houses and solutions. Whilst Supersonic is strong in video, IronSource monetises well on mobile, he says. Combining these capabilities means brands can get both features from a single source.