IronSource adds creative insights to its user acquisition platform

User acquisition for mobile apps and games is an increasingly automated process, and so mobile marketing companies like IronSource are trying harder to make themselves stand out. And today, IronSource is adding creative insights to its user acquisition platform so that advertisers can examine how each creative asset in an advertisement performs when trying to attract a user’s attention. This is useful in particular for mobile games, which are among the most heavily advertised apps on mobile platforms.

Rivals such as Consumer Acquisition have been talking about the challenge of modern user acquisition and how to properly test creative assets for a while. In an email to VentureBeat, IronSource said its insights offering is a game-changer for managing UA campaigns for games. With all the competition for mobile game installs, optimizing UA campaigns is the make or break of getting a game successfully off the ground, and key to hitting the top of the charts. At the same time, a lot of UA operations are becoming more automated, so creative remains one of the last critical levers for gaining a competitive edge in a UA campaign.