AppLovin claimed that the combination of its AppLovin MAX platform and MoPub will process annualised advertiser spend of over $15bn by 2023


Twitter closes sale of MoPub to AppLovin. (Credit: Tobias Kleinlercher / Wikipedia)

Twitter has wrapped up its previously announced $1.05bn sale of monetisation solutions provider MoPub to US-based marketing software company AppLovin.

The all-cash deal was announced in October 2021.

Founded in 2010, MoPub caters to mobile app publishers and developers around the world. The mobile-focused advertising exchange was part of Twitter’s ‘data licensing and other’ unit.

Twitter, which acquired MoPub in 2013, said that the sale will enable it to accelerate the development of owned and operated revenue products.

Twitter revenue products GM Bruce Falck said: “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.”

According to Twitter, the MoPub platform, which includes network mediation, Advanced Bidding, and Marketplace, will close on 31 March 2022.

The MoPub dashboard and reporting can be accessed until 8 April 2022, said Twitter.

The social media firm added that publishers will get a 90-day transition period from the closing of the deal to shift from the MoPub platform. AppLovin will directly help customers in their move to the AppLovin MAX platform.

With the addition of MoPub’s core features, AppLovin MAX is expected to further expedite growth and boost efficiencies for app publishers while giving an increased reach and market-efficient pricing to advertisers, said AppLovin.

The marketing software company claimed that the combination of the AppLovin MAX and MoPub platform will process over $15bn of annualised advertiser spend by 2023.

AppLovin co-founder and CEO Adam Foroughi said: “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.

“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.”