AppLovin acquires SafeSDK to boost app brand safety

Anne Freier

In Mobile Advertising. July 11, 2019

AppLovin, the mobile marketing company, has announced the acquisition of SafeDK, a SDK management and marketplace for mobile developers.

SafeSDK will be added to AppLovin’s suite of developer tools to ensure GDPR compliance and brand safety for apps.

“We’re excited to have SafeDK as an integrated offering in AppLovin’s developer tools,” says Idil Canal, Director, Platform Product at AppLovin. “We aim to bring developers the tools they need to grow a successful business. We started working with SafeDK because it is the best and only tool out there for protecting brand safety in apps.”

Managing SDKs can be a difficult for most app developers as a single app can contain upwards of 10 SDKs. SafeSDK is implemented to provide a wider overview over SDK performance and stability making it easier to ensure quality control and that the correct ads are displayed in an app to help protect brands.

In a blog post, the company said:

“We started working with SafeDK because it is the best and only tool out there for protecting brand safety in apps. 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 businesses.”

Financial details of the deal were not disclosed. AppLovin currently has offices in San Francisco, Dublin, Beijing, Tokyo, Seoul, Toronto and Berlin. SafeSDK is based in Herzliya, Israel and will become AppLovin’s first office in Israel.

SafeSDK co-founders Orly Shoavi and Ronnie Sternberg will continue to head the company and join AppLovin Israel as co-general managers.