Mobile ad tech and monetisation company Tapjoy today announced acquiring South Korea-based analytics and marketing automation platform 5Rocks for an undisclosed amount.

According to an official statement, the 5Rocks solution, an analytics and operation tool for mobile games, will be fully integrated into Tapjoy’s nGen platform in the last quarter of 2014. Launched in March 2014, nGen is a relatively new platform, which promises to “deliver the right mobile ads at the right moment”.

“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, Tapjoy.

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For background, Tapjoy helps boost revenue for mobile app developers through advertising and uses data from their apps to deliver appropriate and relevant advertisements. At the moment, Tapjoy’s SDK has a global reach of more than 450 million monthly active users.

5Rocks, on the other hand, enables user segmentation, cohort analysis by app behaviour, purchase patterns, social activity, referral channel and more, and notifies developers when there are various anomalies detected in their data. Additionally, it had previously received US$2.3 million in funding from Japan’s Global Brain.

By combining the two platforms, Tapjoy will be able to drive customer engagement, in-app purchase performance and ad-based monetisation offerings for app publishers, read the same official document. Going forward, the firm will also be able to allow publishers to “identify high-value, highly engaged or at-risk user groups”.

In terms of management changes, Changsu Lee, CEO and Founder, 5Rocks, and his entire team will join the Tapjoy organisation immediately. Going forward, he will assume the role of Vice President, Publisher Analytics and Insights.

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