AppLovin Corporation acquires MoPub from Twitter for $1 bn
- ByStartupStory | October 9, 2021
AppLovin Corporation, a marketing software company, has signed a definitive agreement to acquire Twitter’s MoPub business for approximately $1 billion. Closing of transactions is subject to customary conditions and regulatory approvals.
MoPub, which generated nearly $188 million in annual revenue for Twitter last year, allows companies to keep track of ad inventory in real time, as Alphabet Inc.’s Google can do with DoubleClick.
“The sale of MoPub prompts us to focus our efforts more on the wider potential of ads on our website and apps,” said Ned Segal, Twitter’s chief financial officer.
According to the microblogging platform, the sale to AppLovin was unanimously approved by Twitter’s board.
This transaction is intended to provide a robust solution for mobile app publishers through increased revenue opportunities through increased demand, and for mobile advertisers through access to millions of additional consumers. MoPub software is used by 45,000 mobile applications to manage their revenues and reaches 1.5 billion addressable users worldwide. AppLovin plans to integrate MoPub’s product scope and functionality into its existing platform to better maximize revenue growth and improve efficiency for MoPub and AppLovin customers.
AppLovin, which most recently went public in April, is a mobile gaming company with a portfolio that includes more than 200 free-to-play mobile games, such as “Word Connect,” “Slap Kings” and “Bingo Story.” .
“We are excited by the opportunity to grow the AppLovin platform and further enhance our publisher monetization tools through this strategic transaction, welcome the MoPub team, and together we will work diligently to combine the best of MoPub into the AppLovin software platform,” said Adam Foroughi, AppLovin’s co-founder and CEO.
Twitter Chief Executive Officer Jack Dorsey said the sale would allow Twitter to “invest in core products that position it for long-term growth”.
Twitter has struck a number of deals this year for privately held tech firms, including podcast app Breaker and email newsletter Startup Review.
The social media company bought MoPub in 2013 for about $350 million.
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