Industry News

AppLovin to Acquire MoPub Business From Twitter

by Adam Foroughi on Oct 6, 2021

We are excited to announce that AppLovin has agreed to acquire MoPub from Twitter for approximately $1 billion in cash—a highly strategic investment for our company in a fast-growing market. For the past decade at AppLovin, we’ve been building tools to help mobile app developers grow their businesses, including MAX and AppDiscovery. Combining the best of MoPub with our AppLovin software platform is beneficial for both our customers and partners, ultimately enhancing the growth of the broader mobile app ecosystem.

This strategic combination creates a powerful and robust solution for both MoPub and AppLovin customers: 

  • For Publishers, we will be able to better maximize their revenue growth through more demand and increased competition for each ad impression. Higher earnings generate more capacity to invest in marketing, which leads to additional growth.
  • For Advertisers, this combination provides advertisers with expanded reach to hundreds of millions of new customers at market-efficient pricing. More inventory leads to better return-on-ad-spend opportunities.

Ultimately this combination aims to continue the acceleration of the shift to in-app bidding that we have witnessed on our highly successful MAX in-app bidding solution. By doing so, we can continue to increase the transparency of pricing and improve efficiency by expanding access for both buyers and sellers. 

We intend to merge the key features of MoPub into MAX to create an even more effective product offering. 

  • MoPub customers: We know that migrating mediation platforms is a significant undertaking. We want you to know that we will be with you every step of the way. We will listen to your input as we integrate our core features, and we will support you as you move to the updated platform. 
  • MAX customers: We believe this will allow us to provide you with added features within the existing product and further increase your revenue through more access and more competition for impressions in your apps. 

Our aim is to ensure that you, our customers, recognize gains both monetarily and through efficiencies for your businesses. 

We also know that a key part of the MoPub business is their exchange as it helps publishers drive increased revenue through access to more than 130 demand-side platforms (DSPs) representing thousands of brands competing for impressions. We are committed to unifying the DSP demand directly into our software with the goal of having DSPs gain materially more access to inventory.

At AppLovin, our customers benefit from our integrated software platform, which includes monetization and our fast-growing AppDiscovery software. In the first half of 2021, we drove almost 2 billion installs on our platform due in large part to customers that also leverage it for monetization. Those same customers are growing much faster than the market because they use our integrated platform to acquire users that meet and exceed their return-on-ad spend targets.

To successfully execute our growth plans, we are excited to welcome members of MoPub’s team to AppLovin. Our combined team will help ensure customers are supported and have what is needed to migrate to our platform when the time is right. After closing, AppLovin will work with MoPub to support their customers during a transitional period. We will help move them onto our platform once the material features from MoPub have been added to our solution.

Please see our investor relations site for additional information about the financials and funding. 

If you are a MoPub customer and would like more information or have questions, please contact us at [email protected]. We look forward to hearing from you. 

Forward-Looking Statements

This blog post contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Forward-looking statements generally relate to future events or our future performance. In some cases, you can identify forward-looking statements because they contain words such as “will,” “expect,” “plan,” “going to,” “intend,” “target,” “project,” “believe,” “estimate,” “potential,” or “continue,” or the negative of these words or other similar terms or expressions that concern our expectations, strategy, priorities, plans, or intentions. Forward-looking statements in this blog include, but are not limited to, statements regarding the proposed acquisition of the MoPub business, the integration of MoPub into the AppLovin platform, the impact of the transaction on our business and platform, the impact of the transaction for our customers; our expectations regarding the financial impact of this transaction; and our expectations regarding future product performance. Our expectations and beliefs regarding these matters may not materialize, and actual results in future periods are subject to risks and uncertainties, including changes in our plans or assumptions, that could cause actual results to differ materially from those projected. These risks include our inability to complete the transaction, our inability to integrate MoPub, and the competitive mobile app ecosystem. The forward-looking statements contained in this blog are also subject to other risks and uncertainties, including those more fully described in our Quarterly Report on Form 10-Q for the fiscal quarter ended June 30, 2021. The forward-looking statements in this blog are based on information available to us as of the date hereof, and we disclaim any obligation to update any forward-looking statements, except as required by law.

Adam Foroughi is AppLovin’s CEO.