Appush

The company runs a mobile game advertising platform and monetisation SDK that intermediates between game publishers and advertisers. Publishers integrate the SDK into their games to access a pool of performance and brand demand, while advertisers and agencies use the platform to buy targeted in‑game impressions and user acquisition traffic. The platform uses machine learning and prediction algorithms to match adverts to players and optimise yield across inventory, seeking to maximise revenue per impression. Value is created by improving monetisation for game publishers and delivering targeted, performance‑oriented media for advertisers, while the company captures a margin or revenue share on the media spend flowing through the platform.

Appush is an Israel‑founded, game‑focused advertising technology company acquired by Magic Software Enterprises. It operates a mobile in‑game advertising platform and SDK that serves adverts within games using machine learning and prediction algorithms to optimise revenue per impression.

The company generates income by connecting mobile game publishers’ advertising inventory with performance and brand advertisers, running programmatic auctions and yield optimisation to maximise effective CPMs. Its direct customers are mobile game developers and publishers integrating the SDK, and advertisers and agencies running user acquisition and brand campaigns in mobile games, with revenues shared across the ecosystem.