Mobile Marketing Firm AppLovin Acquires Israel’s SafeDK For App Brand Safety

Multinational mobile marketing company AppLovin announced this week that it is acquiring Israeli software management solution SafeDK. 

SafeDK, based in Herzliya, will be added to AppLovin’s suite of developer tools to integrate its visual and quality control features to the AppLovin platform.

SafeDK is an SDK (software development kit) management and marketplace for enterprises and mobile developers. It offers an infrastructure solution, which improves mobile apps’ security, stability, and QoS by monitoring and controlling 3rd party tools integrated in the apps.

AppLovin has not disclosed the financial details of the deal, but according to TechCrunch, the company says it is all-cash.

“We started working with SafeDK because it is the best and only tool out there for protecting brand safety in apps,” the company said in its statement. “SafeDK became integral to our operations and we’re delighted to have its team onboard to build tools developers need to grow and protect their business.”

AppLovin helps mobile game developers connect with consumers. The company will incorporate SafeDK’s platform to give developers a bird’s eye view of SDK (software development kit) performance and stability. Previously, developers under AppLovin’s model were left to manage all the different SDKs which their app contained. With SafeDK, developers can manage all their SDKs easily in real-time.

SafeDK was founded by Orly Shoavi and Ronnie Sternberg in 2014. They will be co-General Managers of AppLovin’s new Israel location, and will still support existing customers.