MoPub, Twitter’s mobile monetization platform, is officially sold to mobile application developer and technology platform AppLovin. The deal, announced last October, closed on Monday.
The transaction was worth $1.05 billion in cash, and the MoPub platform, which includes advanced bidding, MoPub Marketplace, and network mediation, will sunset on March 31. Its dashboard and reporting will remain online until April 8.
In addition to MoPub’s core features, MAX further accelerates growth and improves efficiencies for app publishers while providing advertisers with greater reach and cost-effective pricing. By 2023, unified platforms are expected to process over $15 billion in annualized advertiser spend. Sen Sun, Vice President of Ads at Scopely, an AppLovin partner said,
The integration of MoPub and MAX will be a positive benefit for publishers and players alike.
Over 45,000 mobile apps were using MoPub to monetize last October, reaching some 1.5 billion users worldwide, while over 150 demand-side providers representing thousands of brands and agencies had direct access to the AppLovin Exchange. Adam Foroughi, AppLovin’s Co-founder and CEO said,
Developers benefit from more features to help drive higher monetization 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.
With MoPub’s suite of demand and supply-side features, MAX’s already robust capabilities and extensive buyer and bidder database will be improved. The SDK 11 release is due out on January 6 and includes new features such as Universal Creative Reporting, Ad Review, Native Ad Format Support, and Built-In GDPR Consent Flow, which is available on the company’s blog.
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Bruce Falck, GM of Revenue Products, Twitter said in a statement,
With the sale of MoPub completed, we continue to concentrate our efforts on enhancing ads across our platform. Our goal is to deliver faster growth in key areas and accelerate our product development.
Additionally, Twitter noted that publishers could migrate off MoPub in a 90-day transition period after the close. Customers will be able to directly receive assistance from AppLovin for their migration to AppLovin MAX.