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We are excited to announce that we expect to close our MoPub transaction with Twitter on or around January 1, 2022. In this blog, I will explain what we’ve been doing in the weeks since announcing this transaction to prepare for closing and migration. I will also review what closing means for you as partners of MoPub and Twitter.
Our vision for MoPub is to integrate their demand- and supply-side tools into our in-app mediation platform, MAX, and migrate publishers and demand partners to this unified platform. Ultimately, our goal is to create one of the largest and most robust digital advertising ecosystems in the world. To get a sense of how successful MAX is and the scope of this unified vision, take a look at my previous blog, which explains why mediation is so important to the growth of the mobile app economy and how the MoPub acquisition factors into this.
MAX was started with a vision: to launch and accelerate header bidding on mobile apps in order to create efficiency gains from less latency and more competitive auctions for advertisers, and to utilize a fair and transparent marketplace to increase publisher earnings.
Over the past few weeks, we’ve had discussions with major publishers. This has helped give us a strong understanding of the MoPub features you value most and want to see added to MAX. It is our intention to deliver those features prior to the closing of this transaction. We will continue to reach out to developers for their feedback, and we look forward to hearing from you regarding the features you prioritize. We believe in transparent and open communication with all the developers that we work with, and we welcome your valuable input. We want to be ready and prepared to ensure the best possible experience for you and your business so that your migration is seamless and your business benefits and grows as a result.
Our goal is to help publishers maximize revenue by enabling an unbiased and unified auction among all of your demand sources. Below are some of the key features we plan to add to MAX:
Upon closing, our team will partner with the MoPub commercial and technical support teams to migrate your business from MoPub to MAX. We will work with you to ensure this transition is smooth and complete within 30-60 days from start to finish. Time is of the essence and we understand how important it is that your users have time to update before we sunset the MoPub service 90 days after closing. We are confident that we will provide you with more tools to have at your disposal and that this unified platform will not only provide a short-term positive impact, but will also serve as a strong foundation that supports the long-term success of your business.
Many of the MoPub commercial team will join us at AppLovin, so you will likely have continuity with the expert team you’ve worked closely with for the past several years. Once you have transitioned successfully, we can help you grow your apps by profitably acquiring new users on our AppDiscovery solution. The combination of monetization and user acquisition is helping MAX publishers see materially more growth than others in the market today, and we want to ensure that you have the option to unlock the same kind of growth for your business.
Together, unification will help us all take the next step in the vision that MAX and MoPub intended to fulfill. We’re thrilled to work with you, and we are committed to doing everything in our power to help you grow your business now and into the future