Jeff Sue is the General Manager at Mintegral, a mobile ad platform helping the world’s largest developers with global user acquisition, ad monetization and creative services.
Unity and ironSource's merger has been met with deeply divergent responses from the industry and developers, and Unity's John Riccitiello and Marc Warren have detailed some of the driving principl...
While the merger seems positive for the adtech industry and will likely ease investor concerns given the financial climate, it may also be of concern to game developers and signal a further divide between game engine platforms and advertising offerings.
As for future M&A activity, we’ll likely start to see similar moves from other players. For example, Vungle and Liftoff will now need a mediation layer to stay competitive, and Unity will likely acquire an MMP, just as AppLovin has done with Adjust.