Tel Aviv based mobilemonetisation giant ironSource has added UK creative management platform Luna Labs. The acquisition for an undisclosed amount comes on the back of ironSource's January acquistion of ad measurement company Soomla.

Luna Labs, founded by Steve Chard, Anton Zhuravsky and Adam Stevens, provides SaaS allowing game developers to automate and optimise their ad createives. Seen as the last lever in the UA space, creative optimisation is set to play an increasingly important role post IDFA deprecation.  Luna's clients include, Voodoo, Crazy Labs, Kwalee, Rollic and King.

The move further ads to ironSource's strategy to provide a complete growth service to game developers. “Our vision at ironSource is to build the most comprehensive growth platform for app developers, allowing them to focus on content creation and on building a great user experience, while we provide the infrastructure for their business expansion,” said Omer Kaplan, CRO and Co-Founder of ironSource. “Creatives are a key part of that and have only become more important as competition for user attention grows. But ad creative development and testing at scale is incredibly difficult and costly. Luna Labs solves that by bringing high quality end-to-end ad creation management to app developers, and we’re excited to be able to add that capability into the ironSource platform.”

Luna CEO Steven Chard added, "We’re excited to continue our company journey by joining one of the strongest growth platforms out there. Creatives define the success of user acquisition, and we’re looking forward to bringing our technology to even more developers worldwide.”

Check out Adam Stevens from Luna Labs and Noa Eckstein from ironSource talking about moible ad creative automation on Gamesforum Online.