Programmatic Lunch

AppLovin acquires third-party SDK monitoring firm SafeDK

David Murphy

Mobile game marketing platform AppLovin has acquired SafeDK, a software development kit (SDK) management platform designed to ensure ad quality, performance and stability in mobile apps. AppLovin said the acquisition will further its mission to help mobile game developers grow and protect their businesses.

SafeDK enables mobile app publishers to build faster and safer apps by analyzing, monitoring, and optimizing third-party SDKs in their apps. SafeDK’s Ad Intelligence solution helps publishers get a clear view of their ad inventory and campaign performance, while its In-App Protection solution helps monitor and control SDKs in real-time.

“We’re excited to have SafeDK as an integrated offering in AppLovin’s developer tools,” says Idil Canal, director, platform product at AppLovin. “We aim to bring developers the tools they need to grow a successful business. We started working with SafeDK because it is the best and only tool out there for protecting brand safety in apps.”

AppLovin is headquartered in Palo Alto with offices in San Francisco, Dublin, Beijing, Tokyo, Seoul, Toronto and Berlin. SafeDK is headquartered in Herzliya, Israel, and will become AppLovin’s first office in Israel. SafeDK co-founders Orly Shoavi and Ronnie Sternberg will remain heads of SafeDK and will become co-general managers of AppLovin Israel.

SafeDK employees will work with the AppLovin team to continue to provide a tool that protects brand safety in mobile apps and integrates with AppLovin’s tools for mobile game developers. SafeDK will continue to support existing customers.

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