AppLovin Completes Deal to Acquire Twitter’s MoPub

Marketing software platform AppLovin Corporation on Monday (Jan. 3) completed its acquisition of Twitter’s MoPub business for $1.05 billion in cash.

AppLovin MAX, when combined with MoPub’s core features, improves efficiencies for app publishers and gives advertisers expanded reach and better pricing. The new platform is expected to process more than $15 billion of annualized advertiser spending by 2023.

“Developers benefit from more features to help drive higher monetization 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,” said Adam Foroughi, AppLovin’s Co-founder and CEO, in the joint announcement.

“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,” he said.

The partnership brings together MAX’s features and set of bidders and buyers with MoPub’s demand- and supply-side features. More than 150 DSPs, which represent thousands of brands and agencies, have direct access to the AppLovin Exchange and are competing with mediated demand sources to drive increased revenue for app publishers.

Universal creative reporting, ad review, native ad format support, built-in GDPR consent flow are among the new features added to MAX. More will be included in the upcoming SDK 11 release Thursday (Jan. 6).

Related: App And Game Developers Level-Up Their Financing Strategies

Meanwhile, FinTech Pollen VC secured read-only access to developers’ platforms to obtain insights into their receivables, which are owed by Google or Meta as well as service providers targeting developers such as AppLovin and Iron Source.

Although receivables financing is nothing new, traditional banks and other lenders are often unable to understand the nuances of the game and app development world with their vertical-agnostic accounts receivable (AR) financing models.