Publicly listed software companies Unity and ironSource announced their intention to merge in a $4.4 billion deal.
Unity develops one of the most popular development platforms for the gaming industry. The company provides an engine that programmers use to develop business machinery simulations, virtual reality apps and other kinds of software.
IronSource provides an ad mediation platform for app developers, which makes it easier for developers to monetize their applications. Through an ad network, a software company can offer businesses advertising space within the user interface of its program. Multiple businesses can bid to advertize promotions in an application via an ad network, and the bidder with the best offer wins.
Unity Chief Executive Officer John Riccitiello noted that merging his company with ironSource “better supports creators of all sizes by giving them all the tools they need to create and grow successful apps in gaming and other consumer-facing verticals like e-commerce.”
Developers use IronSource’s software to streamline their use of ad networks. The software helps programmers sell advertising space within their apps. IronSource also offers marketing tools that may be utilized to grow an app’s user base. The company is valued at $4.4 billion.