Google acquires app-install ad optimization company Toro

Andy Boxall | February 25, 2015

Mobile Advertising

Google has acquired Toro, a startup that set out to make launching and perfectly optimizing Facebook app-install advertising campaigns a simple, easy process. In an interview upon launch late last year, the company described its mission as “simplifying something that is a necessary part of running a business.”
Toro was formerly known as Red Hot Labs, and was co-founded by two of the the team behind MyMiniLife, which eventually became FarmVille.
The acquisition is confirmed in a short announcement published on the company’s blog, stating:

“With greater resources and distribution now available at our disposal, we’re excited to join Google and continue our mission of making the lives of app developers easier.”

Toro’s existing customers with advertising campaigns already in motion will continue to have them monitored, and dashboards will be updated, but the team has put a stop to the creation of new campaigns. It’s not going to be as heavily focused on Facebook either, unsurprisingly given its new owner, and it’s recommended that Toro clients find an alternative Facebook PMD for future campaigns.
The terms of the acquisition haven’t been made public, and Google has only confirmed the deal and said the ten-strong Toro team will become part of its own mobile ads team.

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