In-app bidding has automated most waterfall optimization, yet developers still manage multiple hybrid waterfalls, each with dozens of manual instances. Naturally, this can be timely and overwhelming to maintain, keeping you from optimizing to perfection and focusing on other opportunities to boost revenue.Rather than analyzing each individual network and checking if instances are available at each price point, breaking down your waterfall into different CPM ranges allows you to visualize the waterfall and easily identify the gaps.Here are some tips on how to use CPM buckets to better optimize your waterfall’s performance.What are CPM buckets?CPM buckets show you exactly how much revenue and how many impressions you’re getting from each CPM price range, giving you a more granular idea of how different networks are competing in the waterfall. CPM buckets are a feature of real time pivot reports, available on ironSource LevelPlay.Identifying and closing the gapsTypically in a waterfall, you can only see each ad network’s average CPM. But this keeps you from seeing ad network distribution across all price points and understanding exactly where ad networks are bidding. Bottom line - you don’t know where in the waterfall you should add a new instance.By separating CPM into buckets, (for example, seeing all the ad networks generating a CPM of $10-$20) you understand exactly which networks are driving impressions and revenue and which CPMs aren’t being filledNow how do you do it? As a LevelPlay client, simply use ironSource’s real time pivot reports - choose the CPM bucket filter option and sort by “average bid price.” From here, you’ll see how your revenue spreads out among CPM ranges and you’ll start to notice gaps in your bar graph. Every gap in revenue - where revenue is much lower than the neighboring CPM group - indicates an opportunity to optimize your monetization strategy. The buckets can range from small increments like $1 to larger increments like $10, so it’s important to compare CPM buckets of the same incremental value.Pro tip: To best set up your waterfall, create one tab with the general waterfall (filter app, OS, Ad unit, geo/geos from a specific group) and make sure to look at Revenue and eCPM in the “measures” dropdown. In the “show” section, choose CPM buckets and sort by average bid price. From here, you can mark down any gaps.But where do these gaps come from? Gaps in revenue are often due to friction in the waterfall, like not enough instances, instances that aren’t working, or a waterfall setup mistake. But gaps can also be adjusted and fixed.Once you’ve found a gap, you can look at the CPM buckets around it to better understand the context. Let’s say you see a strong instance generating significant revenue in the CPM bucket right below it, in the $70-80 group. This instance from this specific ad network has a lot of potential, so it’s worth trying to push it to a higher CPM bucket.In fact, when you look at higher CPM buckets, you don’t see this ad network anywhere else in the waterfall - what a missed opportunity! Try adding another instance of this network higher up in the waterfall. If you’re profiting well with a $70-80 CPM, imagine how much more revenue you could bring at a $150 CPM.Pro tip: Focusing on higher areas in the waterfall makes a larger financial impact, leading to bigger increases in ARPDAU.Let’s say you decide to add 5 instances of that network to higher CPM buckets. You can use LevelPlay’s quick A/B test to understand if this adjustment boosts your revenue - not just for this gap, but for any and all that you find. Simply compare your existing waterfall against the new waterfall with these 5 higher instances - then implement the one that drives the highest instances.Božo Janković, Head of Ad Monetization at GameBiz Consulting, uses CPM buckets "to understand at which CPMs the bidding networks are filling. From there, I can pinpoint exactly where in the waterfall to add more traditional instances - which creates more competition, especially for the bidding networks, and creates an opportunity for revenue growth."Finding new insightsYou can dig even deeper into your data by filtering by ad source. Before CPM buckets, you were limited to seeing an average eCPM for each bidding network. Maybe you knew that one ad source had an average CPM of $50, but the distribution of impression across the waterfall was a black box. Now, we know exactly which CPMs the bidders are filling. “I find ironSource CPM buckets feature very insightful and and use it daily. It’s an easy way to identify opportunities to optimize the waterfall and earn even more revenue." -Božo Janković, Head of Ad Monetization at GameBiz ConsultingUnderstanding your CPM distribution empowers you to not only identify your revenue sources, but also to promote revenue growth. Armed with the knowledge of which buckets some of their stronger bidding networking are performing in, some publishers actively add instances from traditional networks above those ranges. This creates better competition and also helps drive up the bids from the biddersThere’s no need for deep analysis - once you see the gaps, you can quickly understand who’s performing in the lower and higher buckets, and see exactly what’s missing. This way, you won’t miss out on any lost revenue.Learn more about CPM buckets, available exclusively to ironSource LevelPlay here.

Whether you’re an advertiser or a publisher, partnering up with the right programmatic video advertising platform is one of the most important business decisions you can make. More than half of U.S. marketing budgets are now devoted to programmatically purchased media, and there’s no indication that trend will reverse any time soon.Everybody wants to find the solution that’s best for their bottom line. However, the specific considerations that should go into choosing the right video programmatic advertising solution differ depending on whether you have supply to sell or are looking for an audience for your advertisements. This article will break down key factors for both mobile advertisers and mobile publishers to keep in mind as they search for a programmatic video advertising platform.Before we get into the specifics on either end, let’s recap the basic concepts.What is a programmatic video advertising platform?A programmatic video advertising platform combines tools, processes, and marketplaces to place video ads from advertising partners in ad placements furnished by publishing partners. The “programmatic” part of the term means that it’s all done procedurally via automated tools, integrating with demand side platforms and supply side platforms to allow advertising placements to be bid upon, selected, and displayed in fractions of a second.If a mobile game has ever offered you extra rewards for watching a video and you found yourself watching an ad for a related game a split second later, you’ve likely been on the user side of an advertising programmatic transaction. Now let’s take a look at what considerations make for the ideal programmatic video advertising platform for the other two main parties involved.4 points to help advertisers choose the best programmatic platformLooking for the best way to leverage your video demand side platform? These are four key points for advertisers to consider when trying to find the right programmatic video advertising platform.A large, engaged audienceOne of the most important things a programmatic video advertising platform can do for advertisers is put their creative content in front of as many people as possible. However, it’s not enough to just pass your content in front of the most eyeballs. It’s equally important for the platform to give you access to engaged audiences who are more likely to convert so you can make the most of your advertising dollar.Full-screen videos to grab attentionYou need every advantage you can get when you’re grappling for the attention of a busy mobile user. Your video demand side platform should prioritize full-screen takeovers when and where they make sense, making sure your content isn’t just playing unnoticed on the far side of the screen.A range of ad options that are easy to testYour video programmatic advertising partner should be able to offer a broad variety of creative and placement options, including interstitial and rewarded ads. It should also enable you to test, iterate, and optimize ads as soon as they’re put into rotation, ensuring your ad spend is meeting your targets and allowing for fast and flexible changes if needed.Simple access to supplyEven the most powerful programmatic video advertising platform is no good if it’s impractical to get running. Look for partners that allows instant access to supply through tried-and-true platforms like Google Display & Video 360, Magnite, and others. On top of that, you should seek out a private exchange to ensure access to premium inventory.4 points for publishers in search of the best programmatic platformYou work hard to make the best apps for your users, and you deserve to partner up with a programmatic video advertising platform that works hard too. Serving video ads that both keep users engaged and your profits rising can be a tricky needle to thread, but the right platform should make your part of the process simple and effective.A large selection of advertisersEncountering the same ads over and over again can get old fast — and diminish engagement. On top of that, a small selection of advertisers means fewer chances for your users to connect with an ad and convert — which means less revenue, too. The ideal programmatic video advertising platform will partner with thousands of advertisers to fill your placements with fresh, engaging content.Rewarded videos and offerwallsInterstitial video ads aren’t likely to disappear any time soon, but players strongly prefer other means of advertisement. In fact, 76% of US mobile gamers say they prefer rewarded videos over interstitial ads. Giving players the choice of when to watch ads, with the inducement of in-game rewards, can be very powerful — and an offerwall is another powerful way to put the ball in your player’s court.Easy supply-side SDK integrationThe time your developers spend integrating a new video programmatic advertising solution into your apps is time they could have spent making those apps more engaging for users. While any backend adjustment will naturally take some time to implement, your new programmatic partner should offer a powerful, industry-standard SDK to make the process fast and non-disruptive.Support for programmatic mediationMediators such as LevelPlay by ironSource automatically prioritize ad demand from multiple third-party networks, optimizing your cash flow and reducing work on your end. Your programmatic video advertising platform should seamlessly integrate with mediators to make the most of each ad placement, every time.Pick a powerful programmatic partnerThankfully, advertisers and publishers alike can choose one solution that checks all the above boxes and more. For advertisers, the ironSource Programmatic Marketplace will connect you with targeted audiences in thousands of apps that gel with your brand. For publishers, ironSource’s marketplace means a massive selection of ads that your users and your bottom line will love.

Who Could Buy Unity? / News / June 7, 2025 / Business, Unity Earlier this week 80.lv ran the incredibly misleading (some could say click-baity) article Analyst Suggests Apple Might be Considering Buying Unity After Legal Defeat to Epic Games. Might is doing some heavy lifting there as there is no actual evidence that Apple or any other company are currently looking to purchase Unity Technologies. That said, it is an interesting topic as a pure thought exercise. So today we are going to discuss the companies that could be potential suitors for Unity. Unity The obvious place to start is with Unity Technologies, which is to say they can simply stay an independent organization. While they are not profitable, their financial situation has been trending in a positive direction of late and they have sufficient cash and resources to stay independent for the foreseeable future. Should things get bad at Unity, it is possible one of their largest investors (Silver Lake Group, Vanguard Group, Sequoia Capital, Black Rock, etc) could take the company private again. Put simply, Unity does not need to be purchased and things can be kept as they are. Apple The original premise of this article is that Apple should buy Unity. Reasons why Apple should buy Unity: Apple and Unity have a long history, with Unity having been originally a Mac exclusive application and it has always supported Apple platforms Unity is by far the most used application for creating games on the Apple App Store Unity Grow products (ads, user acquisitions, analytics, etc) could have good synergy with Apples products Apple could prevent a potential future rival, especially around 3rd party app stores Reasons why Apple won’t buy Unity: Apple has never made a purchase anywhere near the size of Unity. Their largest acquisition to date (Beats) would be 1/4 to 1/5 the size of acquiring Unity Apple has never really gotten involved in gaming beyond small initiatives in the past Apple mostly grows in-house over acquisition and more acquisitions are subsumed into other Apple products, Unity is not a good fit here Amazon Amazon have heaps of cash and aren’t afraid to use it such as acquiring MGM, Whole Foods, Twitch and many more companies over the years. They also have several gaming-oriented interests and have made an attempt (that failed badly) to become a major game developer in the past. Reasons why Amazon should buy Unity: Amazon tried to enter gaming in a big way once already with the licensing of CryEngine to create Lumberyard (now O3DE) and buying up or forming several game studios. Unity would provide a much larger and more established foothold should they wish to buy their way in Amazon web services could be a good compliment to Unity’s server side offerings, while Unity’s Grow division could be a good fit for Amazon platforms Integration with their gaming platforms (Twitch, Luna, etc) Reasons why Amazon won’t buy Unity: Their last attempt into game development was a massive failure and much of it was rumored to be a culture problem Tencent Tencent have invested HEAVILY into the world of gaming (Ubisoft, Epic Games, Riot Games, Supercell, Snap, Funcom, Activision Blizzard, From Software, etc) and aren’t afraid of throwing money around, so Unity could be a good fit in that portfolio. That said recent political climate changes would render this acquisition very unlikely. Reasons why Tencent should buy Unity: Tencent have a presence across the entire gaming industry and already have a minority stake in Epic Games (Unreal Engine). This would more or less give them a controlling influence over two of the biggest players in the space Access to or ownership of Unity’s recently created China Joint Venture Integration with Tencents other holdings like WeChat or Snap might provide some synergies Reasons why Tencent won’t buy Unity: Not a snowballs chance in hell that regulators allow this acquisition to happen, from antitrust issues of owning stakes in both Unity and Unreal Engine, to just more broad geopolitical issues in the modern world Microsoft Microsoft are heavily invested in two areas that overlap with Unity, gaming and software development tools. On paper they might appear to be the perfect suitor for Unity and they have the cash hoard to make such a purchase with ease. Reasons why Microsoft should buy Unity: Unlike Apple, Microsoft has long been a proponent of growth via acquisition with some of their pillar products coming in the form of acquisitions. They also do not shy away from huge dollar purchases such as Activision Blizzard (69B), LinkedIn (26B), Nuance (20B), Skype (8.5B), ZeniMax (7.5B), GitHub (7.5B), Nokia (7B), Mojang[Minecraft] (2.5B) Microsoft have a long history of leveraging their development tools to grow their platforms Microsoft gaming studios/relationships/holdings such as XBox, Game Pass/PC Gaming, DirectX, Havok, etc. could benefit from a tighter relationship with Unity Like Amazon, Microsoft server-side services (Azure) could be used to power Unity Grow services Reasons why Microsoft won’t buy Unity: Microsoft only just finished their acquisition of Activision and it was an arduous and nearly doomed process. Buying another company in the gaming space might be a step too far for regulators While Microsoft doesn’t mind spending huge money on acquisitions, they also don’t mind killing those companies off after (Nokia? Skype?), especially if there is a market downturn like we are experiencing now AppLovin If there is a company that is most likely to buy Unity, and that would synergize best with Unity products, it’s AppLovin. In broad strokes, AppLovin, IronSource and Unity (Grow) are all in the same business. On top of that many of AppLovin’s biggest customers and products are directly tied to the Unity ecosystem. In fact, Unity and AppLovin are such a good fit that AppLovin attempted to buy Unity for nearly $20B back in 2022, when Unity instead pursued it’s doomed merger with IronSource. So, why would it make sense for AppLovin to buy Unity now? Well, these two 5 year stock performance charts more or less tell the entire story: It becomes crystal clear from that fateful date in August of 2022 which company has performed better and right now AppLovin is absolutely flush with cash. If there is a company that makes sense to acquire Unity, it’s AppLovin. Of course now that Unity owns IronSource, there are certainly questions of regulatory approval if this would even be allowed. Once again, this entire exercise is simply a thought exercise, just for fun. There is no public available news that ANYONE are looking to acquire Unity, nor that Unity is looking to be acquired. You can learn more about my thoughts on the matter in the video below.

Nailing cross-channel marketing for your app is crucial in today’s ecosystem. This isn’t just a speculation, it’s a hard fact: the average mobile marketer uses 5 or fewer media sources, but CPIs tend to be much higher for marketers using 6 or more media sources, according to a report by Singular and ironSource Aura.It’s time to start looking elsewhere for users. Something to consider is returning to old-school, tried-and-true strategies that have taken a backseat as the industry has advanced, such as web acquisition campaigns. There are two clicks in these campaigns - the first click directs users from an ad to a web landing page and the second click directs users from the web page to the app store. While the funnel to get to your app is longer, it’s actually an opportunity. Let’s dive into why and how you should be running web-to-app acquisition campaigns.3 benefits of web-to-app campaignsWeb acquisition campaigns became tried-and-true for a reason and many apps are beginning to take advantage of the strategy to reduce costs, get better visibility, and expand their reach.Reduce costsWhile the cost of app acquisition campaigns is increasing as the space becomes more saturated, web campaigns have been underutilized in recent years. This means many advertisers are finding that the cost of web campaigns are less than app store acquisitions. Much of these higher costs comes from high app store fees - Apple takes a 30% cut from large developers and a 15% cut from smaller developers. The web remains a relatively low-cost, accessible channel.Get better visibilityWith the ability to direct users to your owned mobile site before they click to download your app, you get better visibility into new users and where they came from - the app store is a black box where it’s nearly impossible to match the user who clicked an ad to the user who downloaded your app. On top of that, longer funnels give you more control and insight into each step users take to get to your app - allowing you to better optimize your campaigns. For example, you can try out different web landing pages to find the most effective way to increase users’ understanding of your app before they download it. This increases your likelihood of, first, motivating users to download your app, and second, encouraging them to stick around.Expand your reachInternet users worldwide spent 415.5 minutes a day online in 2021 according to Oberlo. App users spend at most 300 mins a day in apps according to TechCrunch. The internet is still more prevalent than apps because, let’s face it, the web predates the app store. Even more so, users have become especially savvy on the web, visiting the search bar to research a brand, fact check a friend, or dive deeper into a news headline. This means that by running web campaigns, you’re reaching a massive audience - nearly the entire world population.Andre Kempe, Founder and CEO of Admiral Media says, “marketers consider web acquisition important because they’re reaching a different type of audience that may convert to becoming an active app user, even though they were surfing on a news website… When you start advertising for the web, you reach an audience you haven’t reached before. This is definitely a growth opportunity." Listen to the full podcast.Web campaigns are a tried and true strategy, which is what makes them so effective in today’s ecosystem. Realizing that you should be considering this acquisition channel, let’s discuss how web onboarding can help you maximize success.Maximize success with web onboardingTypically, users complete onboarding directly on your app. Web onboarding, however, means letting users register, subscribe, and sometimes pay on the web, before heading to your app. This way, users are fully prepared to start using your app before even clicking download, ensuring they can engage at full capacity as soon as download is complete.When users onboard through the app, they may not immediately decide to engage but at least the app is still on their phones reminding them everyday of its value - they’re likely to open it again at some point in time. When a user onboards on the web and decides your app isn’t valuable, they’ll never end up actually downloading it - it’s gone and forgotten before it even started. That said, with web onboarding, the users who end up downloading your app will do so with high-intent to actively engage. Plus, you don’t have to pay for users that download without ever engaging. Whatever category your app is - fitness, food delivery, dating, reading, learning, etc. - you can use the web touchpoint to drive quality users to your app.Ensure the transition is seamlessFirst, ensure the web experience mimics the app experience enough that users don’t feel jipped when they actually start using your app. The transition from the web to the app should be seamless. If you’re offering users a taste of your app, the web touchpoint should look exactly like your app or, at least, include all of the same features. If the buttons to adjust settings are on the right side of the page during onboarding, they should be on the right side in the app as well. To ensure users stick around, you have to give them what they signed up for.Give users a sneak peakYou should also determine your main selling point and give users a sneak peak. For example, if you’re a reading app that allows users to adjust the settings of the page, you could give users premium access to the first chapter of a book allowing them to adjust font size or brightness. Readers will not want to leave the experience behind, encouraging them to set up their subscription and input their credit card information on the web before heading to the app to continue reading the book. The best part - when they open your app for the first time they’ll be able to jump right into the app experience.Learn more about how to improve your app’s onboarding experienceWeb-to-app campaigns should not be ignored in this competitive landscape - lower costs, more visibility, better optimization, and strong reach. Going even further to onboard users through the web, you’re improving the quality of the users entering your app for the first time.

Optimizing monetization and UA is key for growth - but they only get you so far if the app itself isn't optimized. In fact, the best way to maximize growth is by tying monetization and user acquisition data to user behavior. The more granular you can get, the more you can do to strengthen your business.Using ironSource's App Analytics solution to break down the data, here are 3 ways you can better optimize for growth.#1: Reconciling impressions vs playtimeThere’s typically a tradeoff between the number of impressions you serve users versus its effect on user engagement (playtime). That’s because game designers are determined to improve the user experience in the game, while monetization managers are focused on maximizing the revenue per user. The key to reconciling these pain points is to deep dive into each metric to find the sweet spot that maximizes both.For example, you can compare playtime versus impressions per user, side by side. Let’s say you want to increase impressions from a cap of 3 to 5. The first step is to assess whether this affects playtime, and make the best adjustments to ensure a positive user experience. If you see a significant drop in playtime, it’s a sign that users weren’t happy, and a lesson to return to the original impressions cap. However, if increasing the cap has no effect on playtime - you can generate revenue without affecting user experience.Now your data-informed conclusions can improve both user experience and profits. It’s not always easy to find the optimal point between them, but looking at them side by side with a tool like App Analytics can help to reconcile multiple interests.#2: Improving user engagement with cohortsTraditionally, retention analysis focuses on user churn. Going one step further - not just looking at if users return, but also understanding their behavior when they return - paints a much clearer picture about how to better retain users and find more places to monetize them.Assessing how users playTo encourage your players to keep going, first understand what’s already motivating them in the first place. If you have in-app purchase API data, simply split paying versus non-paying users and see how they compare in different metrics (playtime, impressions per user, sessions, session length, etc.). Now you can better understand your paying users and how they differ from non-paying users - for example, if you see that session length is higher for paying or non-paying users, you can use this information to your advantage.Let’s say App Analytics shows there was a spike in your revenue on a cohorted day. You also see that your users were running out of the initial resources from their starter pack and hadn’t utilized ways to earn more, like clans and special events. Your profits spiked because users only had one choice - to keep playing, they had to use in-app purchases to gain more resources.Offering just the right reward amountTo determine a reward amount that continuously engages users, you need to first understand your users. Start by looking at impressions per user. The figure should be fairly consistent, especially if you’re capping impressions, but it’s still important to monitor this number for any technical issues.Let’s say you see a drop in impressions on day 5 on the App Analytics platform. You can dive deeper to understand why - it turns out that on day 5, users received a special daily bonus with a lot of gems. However, they acquired so much currency, they didn’t need to watch a rewarded video to move forward - which is why impressions were low that day.The best practice would be to decrease the reward on day 5, so that users stay in the sweet spot: engaged in the game but needing extra gems to progress.Maximizing your strengthsTo increase your user retention, you want to maximize exposure to events that engage users, like clans. To do that, look for areas in the game with increased playtime and determine whether it’s connected to an event. For example, if you see increased playtime on day 8 and know that users usually unlock the clan on day 8, you can infer that’s why you saw a spike. Great! Let’s put our focus here.Try moving the clan date earlier in the user experience. If you can identify key engagement moments in the game and offer those experiences before the typical drop in retention, you have a better chance at retaining users for a longer period. You can track the success of this decision on the App Analytics cohorts page by using both the retention and playtime metric for users who were exposed to this change. #3: Determine your milestones with the funnel pageTo boost user playtime and revenue, we need to optimize how users move from one milestone in the game to another. This is where funnels come in: with a custom events API on App Analytics, you can create custom funnels and immediately see how users progress through your milestones, or fall in the pitfalls between them. For example, you can create a level funnel that shows how many users started level 1, then progressed to level 2, and so on.Optimizing your in-app purchase flowTo best understand your user journey in action, define exactly what you’re interested in observing and create clear funnels based on that path. For example, if you’re looking to convert more users into paying users, you might want to understand user purchase patterns. You can create funnels that filter users who make a specific purchase, and follow whether users continue making purchases after that. Informed by your new funnels, you can start using trial and error to adjust your in-app purchases’ rewards or placements and increase your conversion rate.Optimizing engagement (level drop)The majority of users drop off in the first days of playing. So to improve user engagement, it’s essential to monitor the onboarding process. Using funnels, define each of your onboarding milestones and order them chronologically - for example, “registration,” “privacy policy,” “select avatar,” and more. This way, you can view the dropoff rate between them.These insights can inform exactly the tweaks your game needs to improve retention. We recommend you test your changes with A/B testing. In fact, you can dive even deeper. If you created a “select avatar” milestone, you can focus on specific avatars to gain more insight. If the conversion rate is much higher for players who chose a specific avatar, you can use this information to update your game accordingly.You can also assess behavior by level. For example, if suddenly on level 3 there’s a major drop in conversion rate, it’s an indication to dig deeper and understand the cause. Create a level funnel to understand how conversion changes incrementally. Try to find the origin - did this drop happen before level 3, or during it? All of this information will bring you closer to making the adjustments needed to improve engagement, boosting game performance.With any app, understanding user engagement is the key to understanding how to scale up your business. App Analytics ensures this process is easy and intuitive by providing different pages (explore, cohorts, and funnels) to zoom in on user behavior and understand what’s affecting it. Learn more about App Analytics here.

Programmatic video advertising is a complex, multi-layered topic. Multiple networks serving different audiences — advertisers on the demand side and publishers on the supply side — work together with third-party mediators to serve video ads to billions of end users in the blink of an eye.It’s also a multi-billion dollar industry under constant, rapid evolution, and understanding it is key to reaching your audience and maximizing ROAS. Wherever you are on the demand or supply-side of the mobile ad stack, you should be aware of how the programmatic ad service process works and where things are headed.Let’s dive into programmatic video advertising and go over what it is, identify several key trends for the future, and break down how to choose a programmatic video platform that’s right for you.In this post, we’ll cover the following:What is programmatic video advertising?A timeline of growth for programmatic video advertisingProgrammatic video trends to watchHow to choose a programmatic video advertising platformMake programmatic video easyWhat is programmatic video advertising?For years, direct media buying — where advertisers made direct deals with publishers to determine exactly where their ads would run — ruled the landscape. And while direct media buying still works for static media, the advent of interactivity through the internet and smartphones allows for users to be directly catered to based on their individual interests. That’s where programmatic video advertising comes in.But what’s a good programmatic video definition? Essentially, as ads are served to users in mobile games, through connected TV experiences like Roku, or social media platforms, they are bid on in real-time by ad networks. The value of the bids is determined by characteristics like user demographics, what game they’re playing or app they’re using, and the bid ceiling set by the advertiser. The winner of the bid has their video served to the user.What makes programmatic video advertising so mind-blowing is that all of these bids are happening automatically in the fractions of a second between the moment an ad is called (like when a user taps on a button to double their reward in a game) and when it’s served. Market forces determine the cost of an ad, and data like user acquisition and ROAS can be monitored in real-time. And while the whole market cycle can seem intimidating and highly-technical, platforms like the ironSource Exchange make it easier than ever to integrate and display ads.To learn more about the benefits of programmatic video advertising and the channels best suited for it, read our guide, What Is Programmatic Video Advertising?A timeline of growth for programmatic video advertisingThe programmatic video ad market has seen an explosion of growth over the last few years, and it shows no signs of slowing down.In 2019, surveys showed that programmatic video ad spending grew to more than $24B. Only two years later, that number shot up to $52B according to a 2021 report by eMarketer, with the potential for ad spend reaching $62.96B in 2022. Mobile ad spend accounts for two-thirds of all programmatic video spending, with connected TV following behind and steadily growing.And that’s just in the United States. Global programmatic video ad spending reached $112.9B in 2019, eventually hitting $155B in 2021 and accounting for 34% of all global programmatic ad spend.As smart device and mobile game adoption grows, so too will programmatic video grow to meet the demand.Read more about programmatic video growth and learn about the top programmatic advertising video players in Your Guide to the 2022 Programmatic Video Advertising Market.Programmatic video trends to watchMobile advertising technology moves fast, and it’s important to have a sense of where things are headed so you can stay a step ahead of the competition.In terms of ad content, the rise of TikTok as a social media platform has caused a shift in the kinds of ads companies are creating for the programmatic video marketplace. Ads themselves are starting to look like TikToks, often being repurposed from TikTok itself to suit the more specific needs of mobile games and other apps. Videos are shorter, filled with dances or direct conversations, and often embrace subtitles or other text alternatives like written signs to present information.Privacy moves made by Google and Apple have made waves throughout the industry, as the removal of third-party cookies and updated app tracking policies are forcing mobile ad companies to get creative with data solutions. Advertisers are looking to first-party data to replace information third-party cookies would normally provide, and are implementing solutions like rewarded ads and the offerwall to paint a better picture of user data. It’s also leading to a wider move toward consolidation, as agencies look across the demand- and supply-side stack for opportunities to shore up weaknesses and strengthen their offerings.How to choose a programmatic video advertising platformProgrammatic video advertising platforms integrate with the demand side and supply side of the mobile advertising stack, and determining which platform is best for you will depend on which side of the stack you’re on.Advertisers looking for the best way to increase their return on ad spend (ROAS) will want to find a platform that offers the following:A large audience of engaged usersFull-screen video offerings that won’t go unnoticedEasy testing for a variety of creative and placement optionsSDK integration that provides access to thousands of connected appsIf you’re an app publisher looking to maximize user engagement and revenue, you’ll want to find a platform that can:Connect your app with a large network of advertisersProvide rewarded videos and offerwallsEasily integrate via industry-standard SDKsProvide support for programmatic mediation so you can ensure impartiality on ad bidsCheck out our guide on How to Choose a Programmatic Video Advertising Platform: 8 Consideration for more details on how to pick a platform that suits your needs.Make programmatic video easyThere are a lot of moving parts within the programmatic video advertisement world, and it can seem like a lot to take in. You don’t have to sweat the hard stuff, though. The ironSource Programmatic Marketplace makes putting your ads in front of billions of engaged users in brand-safe environments with complete transparency easier than ever. Contact us today to learn more.

Senior Software EngineerUnityTel Aviv, Israel18 hours agoApplyThe opportunityironSource from Unity, a cutting-edge large-scale ad network, is seeking a highly skilled and experienced Senior Software Engineer to join our backend team. The ideal candidate will have a strong background in distributed systems, data engineering and software engineering, and will be responsible for leading the design, development, and deployment of top quality data pipelines, data lake and an ML feature platform.What you'll be doingSystem Design and Architecture: Develop and maintain robust, scalable, and efficient distributed systems and data pipelines to help build the new generation of ironSource's ML feature platform.Research and Innovation: Stay current with the latest advancements in machine learning data pipelines, feature stores, and apply innovative techniques to improve data aggregations, monitoring, cleaning & filtering and preparing for ML training.Cross-Functional Collaboration: Work closely with data scientists, software engineers and product managers to build the data lakes and data pipelines.What we're looking forProficiency in programming languages such as Scala/Java.Hands on experience in streaming technologies (Kafka, Kinesis, SQS).Experience with key-value and distributed Data bases such as Redis, Aerospike andCassandraExperience in big data processing frameworks such as Apache Spark, Trino, Flink.Data Lake management knowledge: table formats (Iceberg, Delta). Data-warehouses (Redshift, Big Query, Snowflake)Proficiency with cloud platforms such as AWS, and experience with containerization technologies like Docker and Kubernetes.You might also haveexperience with ML frameworks such as TensorFlow, PyTorch.experience with high scale distributed systems.MLOps systems - Model registry, Experiment Tracking, Feature Store management (Feast, Tecton), Workflow management (Kubeflow, Airflow)..Additional informationRelocation support is not available for this position.Work visa/immigration sponsorship is not available for this positionLife at Unity*Unity [NYSE: U] is the leading platform to create and grow games and interactive experiences. Creators, ranging from game developers to artists, architects, automotive designers, infrastructure experts, filmmakers, and more, use Unity to bring their imaginations to life across multiple platforms, from mobile, PC, and console, to spatial computing.As of the third quarter of 2024, more than 70% of the top 1,000 mobile games were made with Unity, and in 2024, Made with Unity applications had an average of 3.7 billion downloads per month. For more information, please visit Unity.Unity is a proud equal opportunity employer. We are committed to fostering an inclusive, innovative environment and celebrate our employees across age, race, color, ancestry, national origin, religion, disability, sex, gender identity or expression, sexual orientation, or any other protected status in accordance with applicable law. Our differences are strengths that enable us to support the growing and evolving needs of our customers, partners, and collaborators. If there are preparations or accommodations we can make to help ensure you have a comfortable and positive interview experience, please fill out this form to let us know.This position requires the incumbent to have a sufficient knowledge of English to have professional verbal and written exchanges in this language since the performance of the duties related to this position requires frequent and regular communication with colleagues and partners located worldwide and whose common language is English.Headhunters and recruitment agencies may not submit resumes/CVs through this website or directly to managers. Unity does not accept unsolicited headhunter and agency resumes. Unity will not pay fees to any third-party agency or company that does not have a signed agreement with Unity.Your privacy is important to us. Please take a moment to review our Prospect Privacy Policy and Applicant Privacy Policy. Should you have any concerns about your privacy, please contact us at DPO@unity.com.#SEN #LI-AO1 Create Your Profile — Game companies can contact you with their relevant job openings. Apply

At this year’s Mobidictum Business Conference, Lior Shekel, Director of Strategic Partnerships at ironSource, walked through 5 steps to launch a hit hyper-casual game today - including tips for marketability testing, soft launching, and global launching. Let’s dive in.Step 1: Run a marketability test on social networksThe first step to launching a hyper-casual game is running an initial marketability test on social media networks - this tells you its relative potential for success in the market. Facebook is typically the best place to start - it has a simple integration, it’s relatively fast and cheap to use, and offers a vast audience. Essentially, testing on Facebook gives you a general idea whether your game prototype matches your KPI goals.If test results on Facebook look promising, try marketability testing on other social networks like Google, Snapchat and TikTok. This will give you even broader confirmation that your game stands out among the competition.Step 2: Run a marketability test on SDK networksOnce initial KPIs are looking good, now it’s time to test on SDK networks. Why? SDK networks offer the biggest audience possible, and the biggest opportunity for your game to scale up during the global launch. Just because a game passes marketability on Facebook, doesn’t necessarily mean it will scale on an SDK network later on.To understand marketability on SDK networks, we look at eCPM, which is IPM multiplied by CPI. Like the chart shows, the campaigns that generate the highest eCPMs will be the ones to top the SDK networks’ data science ad serving models, winning the most impressions and scaling the fastest. Essentially, the higher the eCPM, the more the purchasing power your campaign has on the network.Step 3: Implement ad monetizationOnce your game’s KPIs look promising on both social media and SDK networks, you’re almost ready for launch. But first, you need to maximize your monetization opportunities through the game content itself. This includes adding more levels, A/B testing different placement and creative strategies, determining a basic game economy, and more.This way, before launch, you’re putting yourself in the best position to profit from your game, while ensuring your users have the most positive and exciting experience possible.Step 4: Run a soft launchNow it’s time to soft launch your game - releasing the product ahead of the scheduled launch is an opportunity to simulate real-world interactions. Since you’ve already tested your marketability, you can confidently soft launch on every ad network possible to increase your buying power.Some hyper-casual studios choose to initially soft launch on social networks, then later on SDKs - but we see that the most successful cases soft launch everywhere at once. Let’s dive into two different soft launch strategies.Going all inThe first strategy, the “all-in” launch, focuses on scaling up quickly to find the profitable and scalable sweet spot. It starts with a higher-than-average bid (we recommend around 20% higher), giving you a higher eCPM, as we mentioned earlier (remember CPI, or bid, is a factor of eCPM). By spending extra money, you’re increasing your eCPM - so you can scale quickly and top the charts, but your profit KPIs will drop as a result. To retain your revenue, we recommend capping this campaign at $500-1000 daily.Next, you lower your bid each day by no more than 10% - increasing the budget cap simultaneously. This process usually takes around 3 days, helping you reach your sweet spot when you can start granular bidding - carefully setting and adjusting different bids according to their source behavior. You should bid per source based on the quality that it’s generating for you, such as increasing bids in sources with a good ROAS.Staying conservativeConversely, a conservative launch is much more stable - but because it prioritizes profit, it scales much more slowly. With this strategy, you start with your target bid, which means your budget will likely be smaller, but will soon grow. At this stage, it’s crucial to prevent your game from reaching its budget cap - it harms the game’s positive trend and growth potential.To start granular bidding within 4-5 days, you should also be monitoring ROAS from day 1.Comparing four games that used one of these two strategies - every single one hit the top charts, with games using the “all-in” strategy staying there for a slightly longer time. Most importantly, despite the strategy, the games’ total revenue was virtually the same at the end of the day.Staying ahead of the curveNo matter which soft launch strategy you use, we recommend first launching in the US - it’s the biggest market offering the highest bids and eCPMs. From there, we recommend waiting 2-3 days before launching globally. To get maximum scale from your top sources, it’s best to optimize based on ROAS source bidding. Eventually, you can go on “auto-pilot” mode by turning on automated ROAS optimizer campaigns within each ad network - reducing workload for the whole team.As you global launch, keep these tips in mind:- Timing is everything - launch close to the weekend for longer retention and more playtime- Utilize your top-performing creatives and test new creatives - this improves IPM, which therefore boosts eCPM (eCPM = IPM x eCPI)- Call your users to action using different interactive and playable end cards to increase IPMStep 5: Automate and scale upCongrats! You’ve now global launched your game, new users are joining every day, and LTV is becoming much more accurate. Now is the best time to automate user acquisition, so you and your team can not only focus on acquiring the users, but also the game itself - and you can buy users much more efficiently.Not only does automation free your time, but it also uses highly accurate data - many ROAS optimizers today bid on an extremely granular level, for example per user and per ad request. This expands your reach because you can adjust your bids all the time, while your optimizer continues to optimize to scale and profit.By launching your hyper-casual game in a thoughtful way, you’re ensuring it’s on the best path for success - from the earliest marketability testing stages, all the way through post launch and automation.

Time spent in apps always peaks during the holiday season. The key to making that uplift work for your user acquisition is tackling it from all angles - from optimizing existing channels to expanding into new ones. That way, you can generate the installs and ROAS you need to start the new year off right.That’s why we invited three ironSource experts to this edition of our Angles of Acquisition webinar series:- Noa Eckstein, Head of Business Operations at ironSource Luna, covered building holiday-themed creatives that spike IPM - Sarah Chafer, VP US Sales at ironSource Sonic, discussed how to set up an offerwall campaign that'll generate record ARPU - Jess Overton, Director of Demand at ironSource Aura, walked through setting up an on-device campaign at a time when everyone's buying new phones Read on for a summary of the webinar or watch it here: https://www.youtube.com/watch?v=CvewwdzvVBMConsumer insights during the holidaysTo kick off, Marketing Director at ironSource Lauren Baca set the scene with consumer insights during the holidays pulled from ironSource and M&C Saatchi Performance’s holiday marketing playbook:- 75% of consumers plan on purchasing clothes and footwear as gifts this year, making them the most popular gifts across all generations. - 65% of consumers plan to spend more or the same on holidays gifts this year compared to last year - 28% of consumers plan to start shopping in the fall and 27% of consumers plan to start shopping on Black Friday or Cyber MondayDownload the report for more data and insightsWith a better understanding of how consumers plan to shop and celebrate this season, Lauren passed the mic to our ironSource experts to break down some best practices for optimizing UA - from how to build holiday-themed creatives to making the most of a unique ad unit all the way to how to leverage a time when everyone's buying new phones.How to build holiday-themed creatives that spike IPMNoa explained that while the holiday season feels quite special, the marketing problems you face during the winter months are the same problems you face every other season - you need to find the best content and creatives, you need to optimize key channels, and you need to utilize your data better. The only difference? Your creatives get a holiday makeover.During the holidays, people tend to be their most emotional - it’s a time for nostalgia and thinking about friends and family. This emotion is a key ingredient to building high-IPM creatives - the goal is always to get users to go from seeing a creative to actually feeling something that encourages them to download, and the holidays are a time when that’s even more feasible.So if IPM has the potential to be so high, why wouldn’t you invest in building holiday creatives? Noa covered a few reasons why some studios might choose not to:- Holiday creatives can cost a lot to run and need more resources and attention to build, but may only run for a very short amount of time - Most creatives don’t end up scaling and often fail - it is more challenging to find the winning creative within such a short time period - Users who see a holiday-themed creative may expect to play a holiday-themed game, so you might need to adjust your gameplay or pay closer attention to user quality. - On the flip side, there are tons of data that show why you should invest in building holiday creatives, according to data from the ironSource Luna platform:- IPMs are significantly higher throughout the holiday season due to more engagement in apps and on phones (2021, US, iOS)- In fact, game installs surged 3x during the week of Christmas (2021, US, Facebook)- Advertisers test 2x the amount of creatives during the holidays, which means you don’t want to be left behindLooking deeper, Noa explained that building holiday-themed creatives can have a positive impact on your team and collaboration:- It’s an opportunity to refresh, prevent fatigue, and get creative in a unique way - Holiday elements trigger a lot of emotion leading to higher intent- You can create a really healthy dialogue between your creative team, UA team and product team as everyone works on holiday plansNext, Noa gave us some proof and walked through case studies. First, she presented a game studio that works with ironSource Luna that changed the sword in their playable ad to a Christmas tree, which had a huge impact on IPM during the holidays. It performed so well that the studio chose not to deactivate the creative after the holidays - and it remained the top-performing creative even two months after Christmas day. In another example, the holiday-themed creative was a top performer until the end of April.Last, Noa showed what happened when Luna tested three different Halloween-themed creatives for a game studio. For the first one, the Luna team took an existing high-performing creative and just put a Halloween theme on top of it. For the second one, Luna replaced a mermaid’s head with a pumpkin head and changed the pointer to a witch's hand. Neither of these variations are showing positive results yet - but that may change the closer we get to Halloween! For the third variation, Luna built a creative where the witch is playing the Halloween-themed game, which became one of the most successful creatives for this title and led to a 20% higher D7 ROAS.So how can you find this same success without heavy production?- Use real footage of real people that show pure emotion - Test holiday figures - snowflakes, witches, pumpkins - to spice it up - Give the pointer and buttons a holiday theme, like Santa Many advertisers are taking advantage of this time of year to increase performance, but you need to weigh that against the internal resources you have to build a new set of creatives. There are other ways to optimize your holiday strategy, such as with the offerwall - which leads us to our next angle.How to set up an offerwall campaign that'll generate record ROASNext up, Sarah Chafer discussed best practices for running offerwall campaigns during the holidays. First, she started with a brief background, explaining that the offerwall is a user-initiated, rewarded in app marketplace with three main constituents: developers use the offerwall to grow revenue, user retention, and app engagement, without cannibalizing IAP. Advertisers use the offerwall to reach a unique, quality audience that is looking for a transaction of some sort and will remain highly engaged in the app. Consumers engage with the offerwall for app discovery and brand discovery, all while getting further and deeper into the app they’re already using.So, how does this all work together - how do the advertiser and consumer come together in that moment or transaction? Sarah ran through a few of the most popular offerwall pricing models to help advertisers get campaigns started:Cost per engagement (CPE): Here, advertisers only pay when a user installs an app and completes a specific engagement event. This is all about getting users deeper down the funnel. Ask yourself, what do you want the user to do to remember the app and what would encourage them to use it again?Multi-reward cost per engagement (MR-CPE): In this pricing model, you pay in incremental steps as a user works towards completing a deep engagement event. This way, you can reward the user for completing more actions - not only installing and opening, but installing, opening and downloading a coupon or making a purchaseCost per action (CPA): You’ll pay when a user completes a quiz, action on a website, or purchases from a brand. This is the most common format during the holidays and it can be used in a lot of creative ways. Cost per install (CPI): You’ll pay each time a user installs your app, which is really about getting your app out there in the market and driving app discovery. Surveys: Pay when a user completes a survey to help you better understand user behavior - how they feel, what are their thoughts, what are they into, etc. Next, Sarah dove into best practices for mastering this ad unit during the holidays - saying that the most important thing to keep in mind is timing.There are tons of new devices entering the market - all the major players are releasing the latest versions of their best-selling devices and if you’re an early adopter of technology, you may already have one. Device sales increase heavily starting now and many will end up wrapped up as gifts. Starting with the offerwall now can help you be top of mind as new devices enter homes globally. Second, with holiday shopping starting earlier this year compared to last year according to our report, it’s important to remind users that the holidays are coming and that right now is the time to shop. You can provide this sense of urgency in your messaging, which we will discuss in the next section. Third, level up with currency sales and double down on rewards on key shopping days, like Black Friday and Cyber Monday. Consumers will be inclined to engage with an offer that gives them extra rewards. As an advertiser, you can double down on your bid - the reward is higher, the traffic is higher. In fact, we’ve seen around a 35% lift in conversions during previous currency sales. Once the timing is right, how do you get your creative to capture all the great offerwall traffic?Stay competitive with special promotions, also known as currency sales. We know that users are looking for deals - 40% said that rewarded ads influence their purchasing decisions according to our report. Whether you’re offering a sale or special package, get creative and switch it up frequently to stay fresh, unique and competitive. Going back to providing a sense of urgency, it’s important to be reminding users not only to shop but who to shop for. Include “gifting” and “holiday” in your messaging and add holiday-themed graphics to your creatives, which are consistent reminders that the holidays are coming. You can even call out someone in particular with phrases like - “for that someone special in your life,” or “for your pet” to get consumers thinking about their gift lists. The Tapjoy offerwall has a shopping tab, which gives consumers a better understanding of what our advertisers do by highlighting their packaging, merchandising, and best-selling products. Give the shopper an idea of who your brand is and what will be shipped to their home.Overall, the offerwall is an excellent touchpoint to reach high-intent users that will drive high ROAS. If you’re looking to expand your touchpoints even further, on-device advertising is a unique way to take advantage of the new phones entering the market - covered by Jess Overton.Setting up on-device campaigns when everyone's buying new phonesJumping off of Sarah’s point that there are tons of new devices sold, unboxed, and unwrapped this time of year, Jess shared that 51% of consumers plan to give a new device as a gift for the holidays. With each new device, consumers get access to new forms of entertainment - Jess even alluded it to the world’s greatest mall. Ultimately, how consumers decide to interact with their devices is a function of the apps they download and engage with.Jess shared that 95% of users that will be unboxing new devices this Christmas will be downloading apps in the first 48 hours. During those 48 hours, consumers will install 60% of the apps they’ll download for the lifetime of the device. If you look at your device's home screen and ask yourself, “when was the last time you downloaded a bunch of apps?”, it’s probably been a while. That’s the power of capturing a download at device activation.ironSource Aura partners with top device manufacturers and mobile carriers to deliver app discovery experiences directly to users on their devices so you can get your app discovered at key moments during the device lifecycle, whether it’s during device activation on Christmas morning or after a major operating system update. On-device marketing enables dynamic bidding and endless opportunities for optimization, which is largely impossible on traditional preload channels. Being able to meet users at moments when they're ready to discover and experiment with new apps along with first-class optimization capabilities means that on-device marketing is a channel that converts potential users into high-value customers.There are three things to keep in mind about running on-device during the holiday season. First, holiday-ify your creatives. Second, you can reach a range of demographics for your app and price accordingly. Third, sit back and watch that LTV rack up.Holiday-ify your creativesData shows that tailoring your on-device creatives to the audience and the placement can generate a significant uplift in performance. For example, you can add a holiday graphic or theme, such as a Santa hat, to your app icon on the device setup placement. Or you can show real people in the holiday spirit on the full-screen offer placement.Reach a range of demographics and price accordinglySecond, you need to ensure the bid for each demographic. This is especially important during the holidays, because you only get one shot. There’s only one Christmas morning, consumers only unbox your device once, which means you as the advertiser have to get your bids right the first time. So pay attention to price and understand which demographics are most important to your campaign.To paint a better picture, Jess broke down demographics of device activations last Christmas: the Boomer group is slightly less represented, with 15% activating new devices. 29% of activations came from Gen X, 25% from Millennials, and 21% from Gen Z. Bottom line? The on-device channel is a great way to get in front of hard-to-reach demographics, such as the older than 55 group. For Gen Z who are bombarded with ads, the on-device channel cuts through the noise and gives you a way to reach these users in a different mindset.Prepare for long LTVOn-device channels are a much slower burn in terms of LTV and app engagement. When you think about Christmas morning and setting up your new device, you might download a travel app, food delivery app, a few shopping apps, a bunch of games, but you’re not ordering food right away or booking your next trip on Christmas. Ultimately, you’ll see users start to engage more at D14 or D30, and this effect is even more significant during the holiday season. After all, we spend a lot more time on our phones and dabbling with apps.Having a multi-channel approach to your holiday advertising strategy is critical, and being well-informed on how to optimize all of those components is a huge benefit. If you’ve made it this far, you should have all of the best practices you need to drive high-performing creatives, create an offerwall strategy that converts, and leverage a time period high in device activations.

Today, we announced that our merger with ironSource is complete. It's a big day for Unity, and we’re excited because ironSource’s team and complementary capabilities will help us deliver even more ways to help game developers bring their vision to life:The leading end-to-end platform – The combination of Unity and ironSource is transformational in that it will give mobile game developers the tools they need at each stage of their development journey: from building, publishing, and operating mobile games to monetizing them, if they choose to, and growing their player base across multiple channels.Integrating creation and growth – It’s not just about having all of these tools in one place but also about connecting them so that they work together to simplify the whole development process. Together with ironSource, we can transform the linear mobile game development process into a deeply connected and interactive one. By integrating ironSource's products into Unity's platform, developers will be able to get real-world player and market feedback earlier in the development process, which means that they can learn what players really want, make better games and be on track for a more successful game businesses.When we announced our intent to merge with ironSource in July, we heard a lot of our community members sharing some concerns and I’d like to address the main ones directly:“Is Unity no longer focused on games?”Helping developers create great games that reach players where they are has always been and will stay at the heart of what we do (read our Games Focus blog series to learn more). Our goal is to make the tools that make it easier for developers to realize their vision – and that includes supporting that vision with resources to help them turn their games into sustainable businesses, if and when they choose to do so, which ironSource will help us do as they, too, are heavily focused on games.“Is Unity now only focused on mobile game developers?”While mobile is, of course, a huge platform for games, with 70% of all top mobile games globally made with Unity, we also remain committed to developing features for PCs, consoles, and XR. We want to ensure that all developers, from early learners working on their first game to the largest studios in the world, can rely on us regardless of the platform they choose to deploy their games on.The benefits from the merger with ironSource are, indeed, particularly strong for mobile game developers who choose advertising as their business model. Gamers are a highly engaged audience but only a small minority (less than 2%) utilize in-app purchase in the games they play. Advertising and in-app-purchases are the ways most mobile game developers choose to monetize their games. And most players welcome ads as a way to discover new games to play. This provides developers with the revenue to not only pay the bills, but also fund their growing teams - and build more beautiful games.We know you will have a lot of questions about how Unity will integrate and introduce these products. We are committed to moving quickly and transparently to integrate our technologies to deliver the best tools and services and over the course of the next week will share more about the short-term benefits for mobile game developers in particular.Unity’s mission remains the same: We want Unity to be the best development engine for creators to create what they imagine – no matter what they want to do.Keep an eye here on our blog for more updates about product integration and roadmap over the next few weeks.