ironSource Acquires Luna Labs to Enhance Mobile Advertising Capabilities

ironSource, a leading mobile advertising firm, has announced its second acquisition of 2023: Luna Labs. Luna Labs is a startup specializing in a platform designed to empower app developers in the creation and management of both video and playable advertisements.

Luna Labs' Platform and Capabilities

Originally highlighted in 2019, Luna Labs initially distinguished itself through its ability to facilitate ad creation directly within the Unity game engine – a popular tool among developers.

The platform has since evolved to encompass support for a wider range of ad formats. This includes playable ads and video advertisements, offering developers the capacity to generate unlimited variations of gameplay footage.

Beyond creation, Luna Labs’ platform provides tools for comprehensive ad library management, performance analysis, and automated optimization. These optimizations are driven by data related to app installs.

Notable clients of Luna Labs include prominent names in the mobile gaming industry, such as Crazy Labs, Supersonic Studios, Lion Studios, Kwalee, and Voodoo.

ironSource's Growth and Previous Acquisition

ironSource has established itself as a robust platform for mobile user acquisition and monetization strategies.

The company’s valuation exceeded $1 billion in its latest funding round, which secured over $400 million in investment. Earlier this year, in January, ironSource completed the acquisition of Soomla, a company focused on ad measurement.

Statement from ironSource

Omer Kaplan, co-founder and chief revenue officer of ironSource, released a statement regarding the acquisition.

The specific financial details of the deal have not been publicly revealed.

Future Operations

ironSource has confirmed that the Luna Labs team, currently located in the United Kingdom, will remain in their existing office.

They will continue to develop and refine their technology as an integral part of the ironSource organization.