- Zynga Buys Chartboost To Drive Online Ads.
- Zynga purchases mobile ad and monetization platform Chartboost for $250 million in a bid.
- The recent deal will expand Zynga’s ad network to 700 million people.
- Chartboost includes a Demand Side Platform (DSP) as well as a Supply Side Platform (SSP).
Zynga develops, markets, and operates social games as live services played on the Internet. It also serves on social networking sites, and mobile platforms in the United States and internationally. It offers its online social games primarily under the Slots, Words With Friends, Zynga Poker, and FarmVille franchises. The company’s games are accessible on mobile platforms, Facebook, and other social networks. It also provides advertising services to advertising agencies and brokers. Zynga was established in 2007 and is headquartered in San Francisco, California.
Zynga purchases mobile ad and monetization platform Chartboost
Mobile game publisher Zynga has agreed to acquire mobile ad and monetization firm Chartboost for $250 million in cash. Chartboost is an advertising platform that has been around since 2011, and it is a big mobile programmatic advertising and monetization platform. It reaches more than 700 million monthly users and 90 billion monthly advertising auctions.
Zynga and Chartboost said they possess all the elements of a complete, next-generation platform: high-quality content, direct player relationships, massive reach, and full-stack advertising technology that Zynga can apply across its game portfolio and Chartboost’s advertising partners.
IDFA impact
It’s intriguing that Zynga is getting Chartboost at a time when Apple is altering the guidelines for marketing. Apple is altering the Identifier for Advertisers (IDFA) so that people today can more simply opt out of becoming tracked. That’s fantastic for user privacy. But it tends to make it tougher to target advertisements at gamers who commit dollars, which is what game corporations have had to do in the absence of terrific discovery on iOS devices. Without access to IDFA information, game corporations will have a tougher time getting customers.
Chartboost’s growth
Chartboost is a unified advertising platform that includes a Demand Side Platform (DSP) as well as Supply Side Platform (SSP) and mediation capabilities delivered through an SDK solution. By leveraging advanced machine learning and data science capabilities, Chartboost brings together premium inventory, global scale and audience-based targeting to optimize programmatic advertising and yields.
“Chartboost is one of the most dynamic monetization and discovery platforms in mobile, and we could not be more excited to welcome their talented team to our company.
Working with third parties
Some third-party shoppers may perhaps not want to share information with Zynga, but Gibeau mentioned the organization would most likely set up walls in between unique divisions, a lot like 1st-party and third-party console game corporations do the exact same to preserve a company’s or customer’s private information. But Gibeau noted that the addition of Zynga’s information to Chartboost ought to assist in increasing its outcomes for shoppers.
