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The mobile gaming group Zynga, which owns hundreds of popular iPhone apps, is buying the Chartboost advertising technology platform for $ 250 million in a recent example of how changes in Apple’s privacy rules are shaking up the technology industry.
The iPhone manufacturer requires all apps that it wants to track and share personal data with third parties to request user consent as soon as possible – threatening to reduce ad personalization and, as a result, developers of apps like Zynga to make money.
Acquiring Chartboost will bring Zyngak technology to personalize ads at home, so you won’t have to share data. Chartboost, founded in San Francisco in 2011, says its technology reaches more than 700 million users every month and participates in more than 90 billion ads a month.
Applovin, Zynga’s rival, embarked on a similar strategy earlier this year when the adtech group bought Adjust for $ 1bn.
“Never waste a good crisis,” Zynga CEO Frank Gibeau told the Financial Times. Through vertical integration and having more ad networks, Zynga realized that with users, “we would include all data sets,” creating the right environment for ads to adapt, he said.
The acquisition was announced in conjunction with Zynga’s first-quarter earnings, in which it received 2021 guidance after recording $ 680 million in revenue, 68% more than a year ago and a $ 648 million forecast, according to estimates by Visible Alpha.
It now expects full-year revenue of $ 2.7 million, up $ 100 million from the previous projection and a percentage above 2020 37.
Revenues from in-game purchases rose 62 percent in the $ 557 million quarter. Ad revenue rose 108 percent to $ 123 million.
Gibeau predicted that other companies would also create “wall gardens” to take advantage of user data and cut their dependence on third-party ad platforms. Apple itself is also expanding its ad network via the iPhone.
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