MoPub was a mobile advertising network that offered ad serving, ad network mediation, and a real-time bidding exchange for mobile app publishers:
- MoPub served billions of ads per day to users on Android and iOS.
- MoPub was founded in 2010 by Jim Payne, an entrepreneur and investor. Twitter acquired MoPub in 2013 for $350 million, and AppLovin bought it from Twitter in 2021 for $1.05 billion.
- AppLovin's acquisition of MoPub supported its strategy to aggregate mobile advertising supply. The acquisition gave AppLovin access to:
- A publisher client base
- A large amount of inventory supply
- An advantage for its demand platform, AppDiscovery
- The ability to help publishers shift their ad stack to a new mediation technology
- A publisher client base
- AppLovin also acquired MAX, a mobile advertising header bidding solution founded by Jim Payne in 2018. The MoPub and MAX teams combined their expertise to support developers in integrating and optimizing MAX for their businesses
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