Daily news from online research no. 33742

Rival Bids Impact App Analytics Ownership

August 16, 2022

Game and content creation platform Unity Software has rejected an unsolicited $20 billion bid from AppLovin, the parent company of measurement firm Adjust; and says it will pursue its own bid to buy ad tech and analytics company ironSource.

Palo Alto, Calif.-based AppLovin announced in April last year that it would acquire mobile app measurement and marketing company Adjust, which has since launched a real-time insights solution called Datascape. . AppLovin competitor ironSource bought Israeli app monetization measurement specialist SOOMLA in January 2021 and earlier this year launched two new tools, app user engagement and operations tracking. live App Analytics and Marketability audience matching and mobile game app testing tool.

The Unity Board announced last month that it would acquire ironSource, bolstering its advertising technology offering in a deal then valued at around $4.4 billion. AppLovin’s stock offering, valued at between $17.5 billion and $20 billion based on price movements over the past week, was not considered by the board to constitute a “Superior Proposal” as defined in the ironSource Terms. ironSource said this week that it is committed to closing the transaction with Unity in the fourth quarter. The AppLovin offer would give Unity 55% of the combined company’s outstanding shares and 49% of the voting rights, according to Reuters.

Websites: www.is.com, www.unity.com and www.applovin.com.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.

Lance B. Holton