History
Founded in 2010 in Tel Aviv, ironSource provided platforms and tools for application developers including analytics, user monetization, conversion, acquisition and optimization for all devices.[10][11]
In the first quarter of 2013, ironSource acquired Israeli advertising technology and network company AfterDownload Ltd. for $28 million to expand its integrated distribution, installation and value-building tools for software developers, publishers and advertisers.[12]
In August 2013, Ironsource announced merger talks with advertising company Babylon,[13][14] but the deal was called off after Babylon lost high-value contracts with Google and Yahoo due to violations.[15][9]
In 2013, IronSource purchased browser add-on startup DealPly.[16]
Also in August 2013, ironSource opened an office in San Francisco.[17] In May 2014, they opened an office in Beijing, China.[18] In April 2015, ironSource opened an office in the United Kingdom.[19]
In Fall 2014, ironSource raised approximately $85 million from a group of international investors and acquired the mobile game studio Upopa.[20][21] At this time, IronSource was considered a key company in Israel's 'Download Valley'.[22][23]
In September 2015, ironSource merged Supersonic into its mobile operation for a price estimated to be $200 million. The new organization rebranded itself as ironSource.[24][25][26][27]
In June 2016, ironSource announced the acquisition of Sequoia-backed video technology company StreamRail.[28]
In August 2017, ironSource was reported to be "in advanced talks" to be bought for $1.8 billion by a consortium of investment funds.[29][30][9]
In October 2019, CVC Capital Partners acquired a minority stake in ironSource for over $400 million.[31]
In February 2020, ironSource announced the launch of its new mobile game studio, Supersonic Studios. Within a couple of months, Supersonic Studios "scored three games in the top 10 mobile charts", with their games amassing more than 35 million downloads.[32][33][34]
In January 2021, ironSource acquired mobile advertisement quality measurement company Soomla.[35]
In February 2021, ironSource acquired Luna Labs, the creative management platform and creator of mobile advertisement creation tools like Luna Playable and Luna Replay.[36]
On June 29, 2021, ironSource went public via a merger with an SPAC backed by private equity firm Thoma Bravo Advantage.[37]
In July 2022, Unity Technologies agreed to buy ironSource in an all-stock deal worth US$4.4 billion.[38] On completion of the deal, Unity shareholders owned about 73.5% of the combined company, and former ironSource shareholders kept about 26.5%.[39] The deal was met with criticism from game developers due to ironSource's affiliation with malware.[40] Unity completed the buyout in November 2022.[41]
