Mobile Ad Network Vungle Acquires Mobile Ad Platform AlgoLift

Vungle, the mobile advertising network and in-app monetization platform, is acquiring AlgoLift, a buying intelligence platform for mobile advertising. The terms of the deal were not disclosed.

Vungle helps mobile app developers monetize their apps through advertising and connects advertisers with mobile app media. The AlgoLift purchase will help Vungle’s advertisers better solve for attribution and optimize in-app ad spend. This increased capacity for measurement via AlgoLift’s probabilistic attribution model will be especially helpful as developers and advertisers stare down pro-privacy changes to Apple’s identifier for advertisers (IDFA) that will make mobile ad attribution significantly harder.

“The combined offering will enable Vungle to deliver machine advanced automation technology and contextual-level targeting recommendations to help global advertisers scale campaigns, improve real-time optimization, and streamline workload,” said Martin Price, vice president of product at Vungle.

As for developers, they “can expect an entirely new level of scale and performance,” Vungle COO Jeremy Bondy said.

AlgoLift’s entire team, including its co-founders Andre Tutundjian and Dmitry Yudovsky, will join Vungle as part of the deal.

Vungle was acquired last year by private equity firm Blackstone for $750 million.