Soomla Inc

Founded in 2012 by Yaniv Nizan, Gur Dotan, and Refael Ackermann, Soomla Inc. operates as a monetization measurement and ad quality platform tailored for the mobile application industry, with a particular focus on mobile gaming. The company originated in Tel Aviv, Israel, and was established to address the complexities mobile app publishers face in optimizing revenue from in-app advertising. CEO Yaniv Nizan and co-founder Gur Dotan both hold B.Sc. degrees in Computer Science and Management from Tel Aviv University, backgrounds that have informed the company's data-centric approach.

Soomla's core business revolves around providing developers with granular insights into their in-app advertising performance. The platform offers tools to track ad revenue at the user, segment, cohort, and traffic source levels. This allows publishers to identify and understand their most valuable users, often referred to as "ad whales," a small percentage of users who generate a disproportionately large share of ad revenue. By analyzing metrics like eCPM for first impressions and overall average eCPM across different countries, platforms, and ad types, Soomla empowers developers to make informed decisions to enhance their monetization strategies. The business model is primarily subscription-based, with tiered plans based on the client's monthly active users (MAU).

The company's technology has evolved since its inception. Initially, Soomla offered an open-source software development kit (SDK) to help developers implement virtual economies and in-app purchases with minimal coding. A significant development was the launch of GROW, a collaborative data network that analyzed user behavior across thousands of games to identify high-spending users. The platform's SDK automatically collects ad interaction events from various ad network SDKs integrated within an app, simplifying the data aggregation process for developers. A key function of the service is to give publishers visibility and control over the ads displayed in their apps, helping them filter out inappropriate, misleading, or low-quality ads that could harm the user experience and lead to user churn.

Throughout its history, Soomla secured key funding to fuel its growth. In 2015, it raised $5.5 million in a Series A round from an undisclosed gaming corporation. This was followed by a $2.6 million Series A round in December 2018, led by JAL Ventures, to support global expansion and further investment in its technology. A major milestone occurred in January 2021 when the mobile advertising platform ironSource acquired Soomla for an undisclosed sum. Following the acquisition, the Soomla team, including CEO Yaniv Nizan, joined ironSource to continue developing the technology, which remains available to developers regardless of the ad mediation service they use.

Keywords: mobile monetization, ad quality, in-app advertising, ad revenue measurement, mobile gaming analytics, monetization platform, user-level ad LTV, ad whales, eCPM optimization, ad mediation, app analytics, SDK, cohort analysis, mobile app publishers, monetization measurement, in-app purchases, ad revenue tracking, Tel Aviv, Yaniv Nizan, Gur Dotan, Refael Ackermann, ironSource