Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » IronSource launches new ad platform for app-focused mobile campaigns

IronSource launches new ad platform for app-focused mobile campaigns

With the release mobile marketers can automate Apple Search Ads strategies.

Chris Wood on April 13, 2022 at 11:26 am

Today, app marketing company ironSource announced it has released the Luna Search Ads platform for general availability. Previously in closed beta, the platform automates and streamlines app-driven mobile campaigns.

What it does. When marketers promote an app, Luna Search Ads improves discovery by helping determine the best keywords to use and how to manage them in Apple Search Ads. The platform also provides data analysis and automated optimization for ads in this channel alongside the performance in other channels managed by other Luna products.

Competitive landscape. When there isn’t a clear leader in an app category, competition for the right keywords can fluctuate. Examples of such categories include photo and video editing apps, some game sub-categories and VPN apps that provide secure wireless connections for mobile devices, according to Peli Beeri, general manager, Luna .

“When the goal of a campaign is post-install performance (ROAS, CPA, etc.) and when there’s fluctuation in the amount of competition the keywords are getting, marketers need to be able to keep a close eye on the performance of that campaign and be able to very quickly iterate and optimize the campaigns,” said Beeri.

Multichannel capabilities. Marketing teams can connect this management of Apple Search Ads with other mobile discovery channels.

“While Luna Search Ads provides a management and optimization layer to Apple Search Ads, the wider Luna software does that for campaigns on every major channel – such as Facebook, TikTok, Google search, and SDK Networks like ironSource, Unity and Applovin – all in one place,” said  ironSource CRO and cofounder Omer Kaplan.

Why we care. Luna Labs was acquired by ironSource in 2021. Automating the search discovery of apps on different channels, in one place, helps scale a team’s mobile marketing.


Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.


Read next: What you need to know about mobile game advertising


New on MarTech

    What you need to know from Google Marketing Live

    New Mailchimp integration automatically syncs customer data with Stripe

    Optimization science: Technology and brain science can drive performance

    Take web hosting to the (NVMe) extreme

    Freeing agile marketing from its software development roots

About The Author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

Related Topics

Customer & Digital ExperienceMobile Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.