Driving mobile consolidation, Tapjoy acquires 5Rocks analytics and marketing automation firm

Mobile monetization and ad-tech firm Tapjoy has acquired Korean analytics and marketing automation firm 5Rocks.

The move repositions Tapjoy as a consolidator and an “app-tech leader” with a full offering of monetization services for mobile app and game makers.

San Francisco-based Tapjoy did not disclose the terms of the deal. Now Tapjoy can offer services for driving revenue, maximizing lifetime value (the amount of money generated by a user over the lifetime of an app), predictive analytics, and marketing automation. It can, for instance, predict when a user is about to drop out of a game and will do something about it like making an offer of free content.

The consolidation follows other similar combinations such as the merger of Kontagent and PlayHaven last year. Those companies combined analytics and marketing services to form a new company called Upsight. Like Upsight, Tapjoy will offer a simpler software development kit that combines multiple services. Unity Technologies also recently bought Applifier and Playnomics.

Seoul-based 5Rocks is known for its data science expertise, deep reporting, predictive analytics, and customer relationship management services. Tapjoy will bring these services into its nGen ad monetization platform.

“The acquisition of 5Rocks is a transformative moment for Tapjoy, as the combined platforms allow us to quickly integrate best-in-class publisher analytics and insights with the industry’s leading mobile ad platform to create what we call an ‘app-tech’ solution for mobile publishers,” said Steve Wadsworth, president and CEO of Tapjoy, in a statement. “5Rocks’ services are complementary to what we have built at Tapjoy, and our combined platforms and team will have the technology, products, and expertise to increase advertising effectiveness and help further define the future of app engagement and monetization services.”

Tapjoy reaches more than 450 million month users.

“Our mission at 5Rocks has always been to enable the world’s leading mobile game developers to maximize the life-time value of their users. As we looked at expanding our technology we needed a leading global platform and top sales team, and it was obvious that Tapjoy was the perfect partner,” said Changsu Lee, CEO and founder of 5Rocks. “Having an innovative and award-winning Silicon Valley company acquire a Korean start-up validates our hard work and technological leadership in Korea. We’re very excited to join the Tapjoy family, and we look forward to continuing to improve the ways app developers across the globe identify and monetize their high-value users.”

Lee and the entire 5Rocks team are joining the Tapjoy organization effective immediately. Lee will assume the role of vice president of publisher analytics and insights.

Tapjoy is backed by top-tier investors, including J.P. Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners, and D.E. Shaw Ventures.