Marketing company Vungle has announced a new takeover. It includes the GameRefinery service, specializing in the analysis of mobile games. The amount of the transaction was not disclosed.
The deal is partly related to changes in Apple‘s policy towards IDFA. The fact is that on iOS devices it is now impossible to track confidential information without the user’s permission. However, GameRefinery has found a solution to work around this problem.
The solution does not use either IDFA or AAI (a similar identifier from Google). Instead, it relies on its own contextual data, which should help publishers with advertising targeting in the new conditions.
According to GameRefinery CEO Markus Råmark, joining Vungle is also important for his company. It opens up new prospects for the Finnish startup. Thanks to access to new resources and sources of information, GameRefinery will be able to improve the functionality of the platform. For example, to provide more targeted advertising. The deal will also allow the company to increase its presence in the international market.
Romark added that the takeover will not affect the work of GameRefinery in any way.
GameRefinery provides a wide range of services for mobile developers. In particular, it helps with the monetization and promotion of games. She works with companies such as Zynga, King, Rovio, Ubisoft, Tencent and many others.
Vungle is one of the largest marketing companies. The ads created on its platform are broadcast on about 1 billion mobile devices. Rovio, Pandora and Microsoft were among Vungle’s clients.