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AppLovin Acquires Mobile Ad Solution MoPub From Twitter

The combination of the two software solutions is strategically designed to empower advanced mobile applications.

David Pepin

Mobile app technology platform AppLovin has announced that it has acquired MoPub, a mobile ad solution designed to help maximize revenue for mobile developers. Twitter, MoPub’s previous proprietor, was paid $1.05 billion by AppLovin for the sale.

“This transaction increases our focus and demonstrates confidence in our revenue product roadmap, accelerating our ability to invest in the core products that position Twitter for long-term growth and best serve the public conversation,” said Twitter CEO Jack Dorsey in a statement.

The sale represents action toward Twitter’s ambitious goal to double its revenue by 2023. According to Twitter, MoPub was responsible for generating around 5 percent of its sales in 2020 — about $188 million.

Since MoPub was first released in 2010, the company has focused on empowering mobile marketers with app development, monetization, and publishing tools that help streamline mobile advertisements. In 2013, the company was acquired by Twitter for around $350 million, expanding its reach and ultimately leading to its accelerated growth.

Today, MoPub is used by 1.5 billion users worldwide to power 45,000 mobile applications.

MoPub joins one of the industry’s top mobile app platforms in AppLovin. Over 9,000 software developers use the platform to power more than 200 first-party apps and process over 2.5 million requests per second.

Related: Social Media Monitoring vs. Listening: What B2B Marketers Should Know

Since AppLovin was launched in 2012, the platform has experienced global growth as it aims to empower developers with the tools to efficiently create and publish mobile apps and games. The acquisition of MoPub from Twitter’s development program helps optimize AppLovin’s overall monetization and demand generation capabilities.

“We are excited by the opportunity to grow the AppLovin platform and further enhance our publisher monetization tools through this strategic transaction,” said Adam Foroughi, AppLovin’s co-founder and CEO. “We welcome the MoPub team and together we will work diligently to combine the best of MoPub into the AppLovin software platform.”

The sale is expected to close in 2022.

ARTICLE TAGS

Social & Mobile