Vungle, the mobile performance advertising firm, has Coinbase User List acquired Finnish mobile analytics company GameRefinery, according to a news release this week. Financial terms of the deal were not disclosed. Vungle will tap into GameRefinery’s Coinbase User List cloud-based Game Intelligence platform, which provides developers such as Zynga, King, Rovio and Ubisoft with app retention and monetization insights. The entire GameRefinery team, including co-founders Markus Råmark,
Veli-Pekka Julkunen and Joel Julkunen, will Coinbase User List join Vungle as part of the acquisition, while retaining their offices in Helsinki. Vungle Creative Labs, an internal studio dedicated to creating more effective app ads, will leverage Game Refinery’s image recognition and creative tagging technology as part of the deal, which looks to balance ad-targeting Coinbase User List considerations with changing demands around user privacy. Dive Insight: In acquiring Game Refinery, San Francisco-based Vungle looks to expand its contextual mobile advertising capabilities while keeping privacy considerations in mind,
Particularly changes Apple is making to its Coinbase User List Identifier for Advertisers (IDFA). With bedrock mobile ad-targeting tactics like IDFA in jeopardy, contextual targeting is growing more important to advertisers, boosting the appeal of companies with an established stake in the space. Game Refinery has contextual data sets across more than 160,000 gaming apps, as well as partnerships with some of the mobile gaming industry’s top developers, such as Zynga, King and Rovio. Vun gle advertising partners will now be able to leverage those troves of information in their campaigns,