Vungle Acquires AlgoLift to Optimize Its Mobile Advertising Capabilities

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San Francisco-based in-app video advertising and monetization network Vungle announced today the acquisition of AlgoLift, a performance optimization engine for app developers such as Jam City and Headspace. According to a statement, AlgoLift’s performance optimization capabilities will allegedly boost Vungle’s ability to give advertisers actionable intelligence, providing them with contextual anonymized data and algorithmic-powered recommendations to scale user acquisition spend, buy against downstream metrics and increase ROAS by up to 150%. “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, vp of product at Vungle, in a statement. “We are looking forward to integrating AlgoLift’s technology into our products to offer clients an automated, privacy-centric solution to buy against metrics such as ROAS.” The purchase of the predictive lifetime value (LTV) modeling and marketing automation company is one of several in recent weeks after a pause in dealmaking as the coronavirus took hold—though sources in the space predict a flurry of activity in Q4. It also takes place as the industry gears up for Apple’s full rollout of iOS 14 and its effective withdrawal of …

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