German mobile marketer Glispa announces purchase and launch of Ampiri ad mediation platform

Mobile marketing firm Glispa announced this week the launch of its Ampiri ad mediation platform. The addition means the Berlin-based company is now offering other ad networks to its app publishers as its ads become just another choice, moving the company closer to a one-stop marketing shop for app makers.

Last year, Glispa acquired the St. Petersburg, Russia-headquartered MoneyTap platform, a purchase that it is also now formally announcing. That platform, which came with access to several hundred ad networks and demand-side platforms (DSPs), has now been integrated into the Glispa stack and rebranded as Ampiri. Deal terms have not been announced.

Glispa’s stack previously included services for user acquisition, user engagement and app store ranking, as well as an ad service launched last summer that focuses on in-app native ads. The company supports iOS, Android and Unity apps, many of which are games.

Chief Product Officer Freddy Friedman told me that ads for Glispa, one of the ad demand sources on Ampiri, will get no special treatment. The platform, he said, “picks up whichever ad network performs better.”

Just as Glispa has offered other kinds of ads besides native, Ampiri will emphasize in-app native ads, but others — including interstitials, banners and rewarded video — will also be offered.

Compared to the other ad mediation platforms out there, Friedman pointed to several differentiators: ease of use, the choice of using Ampiri through the company’s managed service or as a self-serve platform, manual overrides of programmatic processes and full transparency at each step.

And, he noted, Ampiri users will have access to Glispa’s Audience Platform data management platform, so that app publishers can employ their own anonymized user data — or others’ — to create segments for ad targeting. Glispa, which claims it can reach a billion users internationally, has focused on emerging markets, and Ampiri allows a publisher to choose the best ad network for a given country.

An ad mediation platform enables an app publisher to connect with hundreds of ad networks and media buyers’ demand side platforms, through one software development kit (SDK). The platform automatically selects the best buyer in the market, based on publisher-set criteria.

Here’s a report screen from Ampiri: