AppLovin Corp. (NASDAQ: APP), a marketing software company has acquired Twitter‘s MoPub business for $1.05 billion in cash.
The deal adds MoPub’s core features in order to accelerate growth and improve efficiencies for app publishers and provide advertisers with an enhanced reach and market-efficient pricing. The combined platform anticipates to process over $15 billion in annual advertising spending by 2023.
“Developers benefit from more features to help drive higher monetization opportunities and streamline workflows, leading to increased revenue for their businesses,”said Adam Foroughi, AppLovin’s co-founder and CEO. “We believe the power of this unified platform will be unparalleled in today’s market. 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.”
“The integration of MoPub and MAX will be a positive benefit for publishers and players alike,” said Sen Sun, vice president of ads at Scopely, an AppLovin partner. “The combined scale will have the potential to attract more of the world’s biggest advertisers by reducing friction and increasing pricing transparency, and we are pleased to utilize AppLovin’s capabilities to deliver even more seamless free-to-play games experiences for players around the globe.”