In a move that will help the company drive further with its mobile consolidation, Tapjoy has announced that it has acquired Korean analytics and marketing automation firm 5Rocks. This will help drive the company as an “app-tech leader” with a number of monetization services for both mobile app and game producers.
Although an exact value wasn’t given for the company, 5Rocks’ services will no doubt benefit Tapjoy in terms of finding a new place for revenue. Lifetime value will also be able to show an increase, as tracking will be able to provide such information as how much money a user spends over the course of an app’s release.
“The acquisition of 5Rocks is a transformative moment for Tapjoy, as the combined platforms allow us to quickly integrate best-in-class publisher analytics and insights with the industry’s leading mobile ad platform to create what we call an ‘app-tech’ solution for mobile publishers,” said Steve Wadsworth, president and CEO of Tapjoy, in a statement. “5Rocks’ services are complementary to what we have built at Tapjoy, and our combined platforms and team will have the technology, products, and expertise to increase advertising effectiveness and help further define the future of app engagement and monetization services.”
“Our mission at 5Rocks has always been to enable the world’s leading mobile game developers to maximize the life-time value of their users. As we looked at expanding our technology we needed a leading global platform and top sales team, and it was obvious that Tapjoy was the perfect partner,” said Changsu Lee, CEO and founder of 5Rocks. “Having an innovative and award-winning Silicon Valley company acquire a Korean start-up validates our hard work and technological leadership in Korea. We’re very excited to join the Tapjoy family, and we look forward to continuing to improve the ways app developers across the globe identify and monetize their high-value users.”
This isn’t the first time that a company has shown interest in an analytic and marketing service, as Kontagent and PlayHaven merged last year to form a new company called Upsight. However, considering that Tapjoy brings in an audience of 450 million monthly users, it’s likely to be a bigger deal down the road.
Source: VentureBeat, Tapjoy
