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West heads east: Tapjoy acquires Korean analytics platform 5Rocks

Date Type Companies involved Size
August 6th, 2014 acquisition 5Rocks. Inc.
Tapjoy
Not disclosed
West heads east: Tapjoy acquires Korean analytics platform 5Rocks

Monetisation and mobile ad-tech platform Tapjoy has acquired Korean analytics platform 5Rocks for an undisclosed fee.

5Rocks, which also deals in LTV maximisation, is the analytics solution of choice for many of the largest game developers in Korea and Japan.

Tapjoy hopes that, by combining its mobile advertising technology with 5Rocks' predictive analytics and marketing services, it will be able to dominate its field and offer the most comprehensive analytics, marketing, and monetisation solutions on the market.

"A transformative moment"

Steve Wadsworth, Tapjoy president and CEO, has described the deal as a "transformative moment" and believes his company is now in a position to offer mobile publishers the first true "app-tech" solution.

“The acquisition of 5Rocks is a transformative moment for Tapjoy, as the combined platforms allow us to quickly integrate best-in-class publisher analytics and insights with the industry’s leading mobile ad platform to create what we call an ‘app-tech’ solution for mobile publishers,” said Wadsworth.

“5Rocks’ services are complementary to what we have built at Tapjoy, and our combined platforms and team will have the technology, products and expertise to increase advertising effectiveness and help further define the future of app engagement and monetisation services.”

Digital jazz

Tapjoy's integration of the 5Rocks platform will allow publishers using its nGen monetisation platform to identify high-value, highly engaged, or at-risk user groups and target them with tailored messages and advertising offers, maximising user value.

This is a big win for our publishing partners, who will now have industry leading analytics and monetisation technology.
Steve Wadsworth

The 5Rocks solution is expected to be fully integrated into Tapjoy's nGen platform by Q4 2014, with Wadsworth keen to add 5Rocks "renowned analytics and insights" to the platform as soon as possible.

"With 5Rocks, Tapjoy adds a renowned analytics and insights offering, a sophisticated technology solution, and world-class development talent," explained Wadsworth.

"5Rocks’ founders have built a tremendous team, and we are excited to welcome them to Tapjoy. Every member of the 5Rocks team has deep, relevant industry experience, and they have been solely focused on creating a superior mobile game analytics platform for several years.

"This is a big win for our publishing partners, who will now have industry leading analytics and monetisation technology and capabilities all through a single SDK integration."


What do you call someone who has an unhealthy obsession with video games and Sean Bean? That'd be a 'Chris Kerr'. Chris is one of those deluded souls who actually believes that one day Sean Bean will survive a movie. Poor guy.

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Scott Tanzow
Tapjoy is looking pretty solid. The next step should be to do what Airpush and Twitter have been on top of for a while now -- native mobile ads. That's definitely where mobile advertising is heading.