ironSource brings components to game monetization that Unity doesn’t have. Critically, those include a mediation platform which sits between ad buyers and sellers. Unity doesn’t really have a competitive equivalent, and it’s a major factor in winning more advertising business. This is essentially the technology that mobile adtech giant AppLovin bought from Twitter in 2021 for $1 billion .In addition, ironSource brings multiple data sources to Unity, which should help in ad targeting.
Richitello says the acquisition fuels Unity’s growth from a creation engine that also had monetization capabilities for game makers and app publishers which helped them grow to a platform that seamless blends those capabilities.“Very,” he said. “Now that doesn't mean that I'm going to surface return on ad spend tools for a C# coder.”
I asked Richitello whether Apple’s App Tracking Transparency which has cost Facebook perhaps $10 billion in lost revenue, was behind any of this.
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