ironSource

{{Infobox company

| name = ironSource Ltd.

| native_name =

| native_name_lang =

| trading_name =

| logo = IronSource Logo.svg

| logo_caption =

| type = Division

| traded_as =

| predecessor =

| successor =

| founder = Tomer Bar-Zeev

| defunct =

| fate = Acquired by Unity

| area_served =

| key_people = Tomer Bar-Zeev (CEO & chairman){{r|AR|page=79}}

| industry = {{unbulleted list|Mobile games|Mobile advertising}}

| genre =

| products =

| production =

| services =

| revenue = {{increase}} {{US$|553 million|link=yes}} (2021)

| operating_income = {{nowrap|{{increase}} {{US$|82.4 million}} (2021)}}

| net_income = {{decrease}} {{US$|59.8 million}} (2021)

| aum =

| assets = {{increase}} {{US$|1.45 billion}} (2021)

| equity = {{increase}} {{US$|1.10 billion}} (2021)

| owner =

| num_employees = 1,121 (December 2021)

| parent = Unity

| divisions =

| subsid = {{unbulleted list|AfterDownload|Upopa|SuperSonic}}

| footnotes = {{cite web |url=https://www.sec.gov/ix?doc=/Archives/edgar/data/0001837430/000110465922039720/is-20211231x20f.htm |title=ironSource Ltd. 2021 Annual Report (Form 20-F) |date=30 March 2022 |work=U.S. Securities and Exchange Commission}}

| caption =

| romanized =

| former type =

| foundation = {{Start date and age|2010}}

| location_city = Tel Aviv

| location_country = Israel

| locations = 12

| homepage = {{URL|www.is.com}}

| bodystyle =

}}

ironSource Ltd. is an Israeli software company that focuses on developing technologies for app monetization and distribution, with its core products focused on the app economy.{{Cite web|title=Newzoo Gametech Ecosystem Map|url=https://newzoo.com/insights/infographics/gametech-ecosystem-map-technology-game-creation-supply-chain/|access-date=2020-06-15|website=Newzoo}}{{Cite web|title=PCMag App Economy|url=https://www.pcmag.com/encyclopedia/term/app-economy|website=PCMag}}

Among others, ironSource was chosen as one of the '20 hottest startups' in 2013 and was listed in the Wall Street Journal "Billion Dollar Startup Club".{{cite news|url=http://graphics.wsj.com/billion-dollar-club/|title=The Billion-Dollar Startup Club|publisher=Wall Street Journal|last1=Garcia Phillips|first1=Andrew}}{{cite web|url=http://www.businessinsider.com/the-20-hottest-startups-in-israel-2013-5?op=1|title=The 20 Hottest Startups In Israel - Business Insider|website=Business Insider |accessdate=2013-07-22}} In September 2015, ironSource was named by the World Economic Forum as a Global Growth Company.{{Cite web|url=https://www.weforum.org/press/2015/09/world-economic-forum-honours-132-companies-as-global-growth-companies|title=World Economic Forum Honours 132 Companies as Global Growth Companies|website=World Economic Forum|access-date=2016-08-21}} ironSource has also been named one of the hottest pre-IPO tech companies by Business Insider, and one of Israel's most innovative companies by Fast Company.{{Cite news|url=http://www.businessinsider.com/the-37-hottest-pre-ipo-ad-tech-companies-2016-5|title=RANKED: The 37 hottest pre-IPO ad tech startups of 2016|work=Business Insider|access-date=2017-03-14|language=en}}{{Cite news|url=https://www.fastcompany.com/most-innovative-companies/2016/sectors|title=The Most Innovative Companies of 2016 by Sector|work=Fast Company|access-date=2017-03-14|language=en-US}}[http://www.globes.co.il/en/article-were-one-of-the-sexiest-companies-in-israel-1000982757 ironSource: We're one of the sexiest companies in Israel] - Globes.co.il, 30 October 2014

ironSource has over 1000 employees, with more than half dedicated to research and development. Headquartered in Tel Aviv, ironSource also has offices in New York, San Francisco, London, Beijing, Shenzhen, Tokyo, and Seoul.

History

Founded in 2010 in Tel Aviv, ironSource provides platforms and tools for application developers including analytics, user monetization, conversion, acquisition and optimization for all devices.{{Cite web|url=https://www.ironsrc.com/press-release/access-industries-completes-25-million-investment-ironsource-initial-round-expanded-officially-close-100-million/|title=Access Industries Completes $25 Million Investment in ironSource. Initial Round Expanded to Officially Close at over $100 Million.|website=www.ironsrc.com|language=en-EU|access-date=2018-10-09}}{{cite web|title='How to build a bottom-up culture through a massive employee growth (feat. Tomar Bar Ze'ev, CEO at ironSource)'|url=http://startupcamel.com/ep-58-tomer-bar-zeev-ironsource/|archive-url=https://web.archive.org/web/20150121024202/http://startupcamel.com/ep-58-tomer-bar-zeev-ironsource/|url-status=usurped|archive-date=January 21, 2015|accessdate=25 Jan 2015|publisher=Startup Camel}}

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.{{cite web|url=http://www.globes.co.il/serveen/globes/docview.asp?did=1000823927&fid=1725|title=ironSource acquires AfterDownload for $28m - Globes|date=20 February 2013 |accessdate=20 February 2013}}

In August 2013, Ironsource announced merger talks with advertising company Babylon,[http://www.haaretz.com/business/.premium-1.541268 Babylon in merger talks with IronSource ahead of possible Nasdaq listing] - Haaretz, 13 August 2013[http://www.haaretz.com/business/.premium-1.544112 Babylon merger would leave IronSource’s four founders with NIS 2b] - Haaretz, 29 August 2013 but the deal was called off after Babylon lost high-value contracts with Google and Yahoo due to violations.[http://www.haaretz.com/business/.premium-1.556004 Big trouble for Babylon as its rivers of money dry up] - Haaretz, 3 November 2013. "Yahoo issued the Israeli company a severe warning that it was considering terminating the contract due to violations by Babylon. Yahoo management asserted that Babylon had inserted ads into Yahoo pages without permission by means of its software-distribution system and had also permitted "click fraud" to fictitiously inflate the traffic count that forms the basis for referral income.

Also in August 2013, ironSource opened an office in San Francisco.{{cite web|title=ironSource Opens Office in San Francisco to Better Serve US Market|url=https://www.prweb.com/releases/ironsource_opens_office_in_san_francisco_to_better_serve_us_market/prweb11004973.htm|publisher=PRWeb}} In May 2014, they opened an office in Beijing, China.{{cite news|last1=Gat|first1=Aviva|title=Israeli company ironSource follows Bibi's lead and looks to collaborate with China|url=http://www.geektime.com/2014/06/03/israeli-company-ironsource-follows-bibis-lead-and-looks-to-collaborate-with-china/|publisher=Geektime|date=June 3, 2014}} In April 2015, ironSource opened an office in the United Kingdom.{{cite news|last1=Maytom|first1=Tim|url=http://mobilemarketingmagazine.com/ironsource-uk-offices|accessdate=May 28, 2015|publisher=Mobile Marketing Magazine|title=Digital Distribution Firm ironSource Opens UK Offices|date=April 30, 2015}}

In Fall 2014, ironSource raised approximately $85 million from a group of international investors and acquired the mobile game studio Upopa.{{cite news|url=https://venturebeat.com/2014/09/23/mobile-ad-delivery-startup-ironsource-nabs-85m/|title=Ad delivery and software distribution startup IronSource nabs $85M|date=23 September 2014|publisher=Venture Beat|last1=Webber|first1=Harrison}}{{cite web|url=http://uk.reuters.com/article/uk-ironsource-upopa-idUKKBN0GZ17Q20140904|archive-url=https://web.archive.org/web/20160212155728/http://uk.reuters.com/article/uk-ironsource-upopa-idUKKBN0GZ17Q20140904|url-status=dead|archive-date=February 12, 2016|title=Israel's ironSource buys mobile game studio Upopa|date=4 September 2014|publisher=Reuters}} At this time, IronSource was considered a key company in Israel's 'Download Valley'.[http://jewishbusinessnews.com/2014/08/11/israeli-ironsource-raises-85-100-million-from-ten-investors/ "Israeli IronSource Raises $85-100 Million From Ten Investors"] Jewish Business News, Ilan Shavit, August 11, 2014[http://blogs.wsj.com/digits/2014/06/04/hate-pop-up-ads-microsoft-tries-drawing-line-in-the-sand/ "Hate Pop-Up Ads? Microsoft tries drawing line in the sand"] Wall Street Journal, Orr Hirschauge, June 4, 2014

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.{{Cite news|url=http://www.mobyaffiliates.com/blog/supersonic-merges-into-ironsource-to-provide-unified-app-advertising-solution/|title=Supersonic merges into ironSource to provide unified app advertising solution|date=2016-06-30|work=mobyaffiliates|access-date=2017-03-14|language=en-US}}{{Cite web|url=https://techcrunch.com/2015/09/10/ironsource-merges-with-supersonic-in-mobile-ad-consolidation-play/|title=ironSource merges with supersonic in mobile ad consolidation play|date=10 September 2015 }}{{Cite web|url=http://mobileadvertisingwatch.com/following-merger-supersonic-and-ironsource-share-name-23675|title=Following Merger, Supersonic and ironSource Share Name - Mobile Advertising News & Information {{!}} MobileAdvertisingWatch.com|date=2016-06-30|language=en-US|access-date=2016-08-21}}{{Cite web|url=https://venturebeat.com/2016/03/15/after-ironsource-merger-supersonic-unveils-combined-ad-monetization-for-mobile-apps/|title=After IronSource merger, Supersonic unveils combined ad monetization for mobile apps|website=VentureBeat|date=15 March 2016 |access-date=2016-08-21}}

In June 2016, ironSource announced the acquisition of Sequoia-backed video technology company StreamRail.{{Cite news |last=Orpaz |first=Inbal |date=June 29, 2016 |title=IronSource Buys Israeli Startup StreamRail |work=Haaretz |url=https://www.haaretz.com/israel-news/business/.premium-ironsource-buys-israeli-startup-streamrail-1.5403512 |access-date=November 20, 2020}}

In August 2017, ironSource was reported to be "in advanced talks" to be bought for $1.8 billion by a consortium of investment funds.[http://www.haaretz.com/israel-news/business/1.734992 Biggest Internet Firm in Sale Talks][http://www.haaretz.com/business/.premium-1.556004 Big trouble for Babylon as its rivers of money dry up] - Haaretz, 3 November 2013. "Yahoo issued a severe warning to Babylon that it was considering terminating the contract due to violations by Babylon. Yahoo management asserted that Babylon had inserted ads into Yahoo pages without permission by means of its software-distribution system and had also permitted "click fraud" to fictitiously inflate the traffic count that forms the basis for referral income.

In October 2019, CVC Capital Partners acquired a minority stake in ironSource for over $400 million.{{Cite web|url=https://www.calcalistech.com/ctech/articles/0,7340,L-3771297,00.html|title=CVC to Pay $450 Million for a 25% Stake in IronSource|last=Hazani|first=Golan|date=2019-10-02|website=CTECH - www.calcalistech.com|access-date=2020-01-13}}

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.{{Cite web|url=https://venturebeat.com/2020/02/10/ironsource-launches-ad-based-game-studio-supersonic-games/|title=IronSource launches ad-based game studio Supersonic Games|date=2020-02-10|website=VentureBeat|language=en-US|access-date=2020-02-17}}{{Cite web|url=https://venturebeat.com/2020/04/10/supersonic-games-scores-three-hyper-casual-mobile-games-in-the-top-10/|title=Supersonic Games scores three hypercasual mobile games in the top 10|date=2020-04-10|website=VentureBeat|language=en-US|access-date=2020-04-16}}{{Cite web|url=https://www.pocketgamer.biz/news/73042/pgc-digital-supersonic-studios-newest-releases-surpassed-35-million-downloads-in-2020/|title=PGC Digital: Supersonic Studios' three newest releases have surpassed 35 million downloads|last1=Forde|first1=Matthew|last2=Writer|first2=Staff|website=pocketgamer.biz|access-date=2020-04-16}}

In January 2021, ironSource acquired mobile advertisement quality measurement company Soomla.{{Cite news |last=Takahashi |first=Dean |date=January 11, 2021 |title=IronSource acquires ad measurement firm Soomla |work=VentureBeat |url=https://venturebeat.com/2021/01/11/ironsource-acquires-ad-measurement-firm-soomla/}}

In February 2021, ironSource acquired Luna Labs, the creative management platform and creator of mobile advertisement creation tools like Luna Playable and Luna Replay.{{Cite news |last=Ha |first=Anthony |date=February 23, 2021 |title=IronSource acquires video and playable ad platform Luna Labs |work=TechCrunch |url=https://techcrunch.com/2021/02/23/ironsource-acquires-luna-labs/}}

On June 29, 2021, ironSource went public via a merger with an SPAC backed by private equity firm Thoma Bravo Advantage.{{Cite news

| title = Israel's ironSource trades in New York after $11 billion SPAC merger

| author =

| work = Reuters

| date = 29 June 2021

| access-date = 30 June 2021

| url = https://www.reuters.com/world/middle-east/israels-ironsource-trades-new-york-after-11-billion-spac-merger-2021-06-29/

| language =

| quote =

| last1 = Hu

| first1 = Krystal

}}

In July 2022, Unity Technologies agreed to buy ironSource in an all-stock deal worth US$4.4 billion.{{cite news |url=https://www.wsj.com/articles/unity-agrees-to-buy-ironsource-in-4-4-billion-videogame-deal-11657732385 |title=Unity Agrees to Buy ironSource in $4.4 Billion Videogame Deal |date=13 July 2022 |work=The Wall Street Journal |last=Needleman |first=Sarah |url-access=limited |archive-url= https://archive.today/20220713210926/https://www.wsj.com/amp/articles/unity-agrees-to-buy-ironsource-in-4-4-billion-videogame-deal-11657732385 |archive-date=13 July 2022}} On completion of the deal, Unity shareholders will own about 73.5% of the combined company, and current IronSource shareholders will keep about 26.5%.{{cite news |url=https://www.cnbc.com/2022/07/13/unity-stock-down-on-lowered-2022-guidance-merger-with-ironsource.html |title=Unity shares down 13% on lowered 2022 guidance, merger agreement with IronSource |date=13 July 2022 |work=CNBC |last=Yang |first=Lily}} The deal was met with criticism from game developers due to ironSource's affiliation with malware.{{cite news|last1=Troughton|first1=James|title=Unity Criticised For Merging With Known Malware Distributor|url=https://www.thegamer.com/unity-criticised-for-merging-with-known-malware-distributor|access-date=15 July 2022|work=TheGamer|date=14 July 2022}} Unity completed the buyout in November 2022.{{cite web |last=Sawers |first=Paul |date=7 November 2022 |title=Unity and IronSource's $4.4B merger is now complete |url=https://techcrunch.com/2022/11/07/unity-and-ironsources-4-4b-merger-is-now-complete |website=TechCrunch}}

= InstallCore =

In February 2011, the company released its first product, InstallCore, as an open-source SDK{{cite web|title=Historical installer SDK Source and documantation|url=http://sdk.installcore.com/content/intro.html|url-status=dead|archive-url=https://web.archive.org/web/20110618042552/http://sdk.installcore.com/content/intro.html|archive-date=18 June 2011|website=Wayback Machine|accessdate=16 June 2011}}{{cite web|title=ironSource's installCore launches Mac OS installer to offer comprehensive, cross-platform solution for developers|url=http://sdtimes.com/ironsources-installcore-launches-mac-os-installer-offer-comprehensive-cross-platform-solution-developers/|website=Software Developer Times|date=25 November 2014 |accessdate=25 November 2014}}[https://web.archive.org/web/20110820135846/http://www.installcore.com/sdk/ InstallCore SDK documentation] for a cross-platform installer creation tool and advertisement-delivery platform. InstallCore was observed to use stealth techniques to avoid observation by anti-virus and other security software, and to bypass validation checks by signing programs with illegitimate security certificates.{{Cite web|url=https://www.tomsguide.com/us/mac-osx-adware-trojan,news-20953.html|title=Mac Adware Trojan Can Install Anything on OS X|date=20 May 2015 }} This was classified as a Potentially Unwanted Application by Sophos in 2014[http://www.sophos.com/en-us/threat-center/threat-analyses/adware-and-puas/Install%20Core/detailed-analysis.aspx Detailed Analysis] - Sophos, 8 Dec 2014 and by Microsoft Essential in 2015,[https://www.microsoft.com/en-us/wdsi/threats/malware-encyclopedia-description?Name=PUA:Win32/InstallCore PUA:Win32/InstallCore] - Windows, Mar 11 2015 with Malwarebytes identifying the program as "a family of bundlers that installs more than one application on the user's computer".{{cite news|title=Adware.InstallCore|url=https://blog.malwarebytes.com/detections/adware-installcore|access-date=15 July 2022|work=Malwarebytes Labs}} The product was discontinued in 2020 and is no longer supported by the company.{{cite news |url=https://en.globes.co.il/en/article-giving-up-its-cash-cow-paved-ironsources-way-to-nyse-1001376256 |title=Giving up its cash cow paved ironSource's way to NYSE |date=29 June 2021 |work=Globes |last=Gilead |first=Assaf}}

Applications

In September 2014, ironSource acquired gaming company Upopa.{{Cite news|url=https://www.reuters.com/article/ironsource-upopa-idUSL5N0R51HJ20140904|title=Israel's ironSource buys mobile game studio Upopa|date=2017-09-04|work=Reuters|access-date=2017-04-23}}{{Cite web|url=http://www.globes.co.il/en/article-ironsource-acquires-gaming-co-upopa-1000969315|title=ironSource acquires gaming co Upopa - Globes English|website=Globes|date=4 September 2014 |language=he|access-date=2017-04-23}}

ironSource is one of the first mobile SDK providers to support augmented reality advertisements for game developers.{{Cite news|url=https://venturebeat.com/2017/09/28/ironsource-launches-worlds-first-ar-ads-for-mobile-games/|title=IronSource launches 'world's first' AR ads for mobile games|last=Stewart|first=Rogers|work=Venturebeat|access-date=2017-09-28|language=en-us}}{{Cite news|url=https://www.prweb.com/releases/ironsource_launches_ar_ads_for_mobile_aaa_games/prweb14743747.htm|title=ironSource Launches AR Ads for Mobile AAA Games|work=PRWeb|access-date=2017-11-17}}

On October 3, 2018, ironSource released an advertisement revenue measurement tool that allows developers to measure the effectiveness of advertisement campaigns aligned with other similar tools used amongst developers as means of evaluating return on advertisement spend (ROAS).{{Cite web|url=https://www.huffpost.com/entry/the-singular-roi-index-the-worlds-first-ranking-of_b_589cbf93e4b061551b3e087b|title=What is ROAS? Calculating Return On Ad Spend|date=9 February 2017 |publisher=HuffPost|language=en-us}}{{Cite news|url=https://venturebeat.com/2018/10/03/ironsource-lets-app-developers-measure-ad-marketing-channel-effectiveness/|title=How to measure ad channel effectiveness|language=en-us}}