AppLovin Corporation, a leading marketing software company, announced it has completed the acquisition of Twitter’s MoPub business for $1.05 billion in cash.
Combined with MoPub’s core features, MAX, AppLovin’s in-app monetisation solution, further accelerates growth and improves efficiencies for app publishers while providing advertisers with expanded reach and market-efficient pricing. The unified platform is expected to process more than $15 billion of annualised advertiser spend by 2023.
“Developers benefit from more features to help drive higher monetisation opportunities and streamline workflows, leading to increased revenue for their businesses. We believe the power of this unified platform will be unparalleled in today’s market,” said Adam Foroughi, AppLovin’s Co-founder and CEO.
“We are excited to execute on this strategic acquisition with our sights set on operating the largest and most robust in-app advertising platform that enhances the growth of the broader mobile app ecosystem.”
MAX’s already robust features and expansive set of bidders and buyers are being enhanced by MoPub’s set of demand and supply-side features. More than 150 DSPs, representing thousands of brands and agencies, now have direct access to the AppLovin Exchange and are actively competing with mediated demand sources to drive increased revenue for app publishers.
Features already added to MAX include Universal Creative Reporting, Ad Review, Native Ad Format Support, Built-In GDPR Consent Flow, and more that are included in the new SDK 11 release on January 6.
Many MoPub publishers have already transitioned to the unified platform and the company is working towards ensuring a seamless and efficient transition for all customers over the 90-day migration period after closing. MoPub is scheduled to sunset on March 31, 2022.
“The integration of MoPub and MAX will be a positive benefit for publishers and players alike,” said Sen Sun, Vice President of Ads at Scopely, an AppLovin partner. “The combined scale will have the potential to attract more of the world’s biggest advertisers by reducing friction and increasing pricing transparency, and we are pleased to utilize AppLovin’s capabilities to deliver even more seamless free-to-play games experiences for players around the globe.”
AppLovin, headquartered in Palo Alto, enables developers to market, monetise, analyse and publish their apps. The company’s first party content includes over 350+ popular, engaging apps and its technology brings that content to millions of users around the world.
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