IronSource helps game devs improve user acquisition with new tool
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IronSource launched an updated ROAS Optimizer, a tool that helps app and game developers track the progress of their user-acquisition campaigns over time.
Tel Aviv, Israel-based IronSource said the tool gives greater visibility into campaign performance for ROAS, or return on ad spend, a key metric for making money on mobile games and apps.
IronSource is in the process of merging with Unity Technologies in a $4.4 billion deal. One of the reasons is that IronSource helps game developers make money, and it is also profitable itself.
Optimizing ROAS isn’t a nice-to-have for mobile game developers, it’s an absolute must, said Nimrod Zuta, senior vice president of product at IronSource in an email to GamesBeat.
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“It’s what answers the question of whether your company’s user acquisition spending is getting you the high-quality players that you need, at the right scale,” Zuta said.
When IronSource first launched its ROAS Optimizer Tool it was groundbreaking because — put simply — the algorithm worked out the optimal bid for the game developer and automatically updated it across thousands of sources. King, Zynga, Big Fish … everyone was utilizing it, Zuta said.
The update also offers something new for the platform.
“Any customer using our existing ROAS Optimizer will be able to access a new dashboard that displays a trend visualization of ROAS over time — as opposed to a limited and static view,” Zuta said.
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