Vungle, a mobile performance advertising platform, has acquired SaaS mobile gaming analytics company GameRefinery, as it seeks to help advertisers deliver contextually relevant campaigns and increase user acquisition performance.
GameRefinery serves studios such as Zynga, King, Rovio, and Ubisoft with retention and monetisation insights through its cloud-based developer tools. Vungle will also gain access to GameRefinery’s image recognition and creative tagging capabilities, which will be leveraged by 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.”
GameRefinery’s Co-founder Markus Råmark, Veli-Pekka Julkunen, and Joel Julkunen, as well as the entire GameRefinery team, will join the Vungle organisation but will continue to operate out of the company’s Helsinki offices.