The definitive agreement for sale was first announced by Twitter in October 2021. With the acquisition by AppLovin now concluded, MoPub will be integrated into MAX to create a unified platform.
MoPub, the monetization solution previously owned by Twitter for mobile app publishers and developers will be combined with AppLovin’s MAX, with its core features being available on the platform. The press release announcing the agreement on sale had mentioned the deal was finalized for 1.05 Bn USD in cash.
MoPub’s servers supporting publisher traffic, MoPub MPX, publisher dashboard, and DSP dashboard will sunset on March 31, 2022. MoPub analytics and GDPR Withdrawal-of-Consent API will be available until April 8, 2022, according to their blog post.
Publishers will benefit from a 90-day transition period from close to migrate off the MoPub platform. AppLovin will directly assist customers in their migration to the AppLovin MAX platform.
Universal Creative Reporting, Ad Review Banner Support, Native Ad Format Support, Built-In GDPR Consent Flow, and more are some of the new features that would be available to users migrating to MAX from MoPub.
The company also mentioned that AppLovin is positioned to support the growth and evolution of MoPub, cater to the reliance of demand and supply-side features, create efficient solutions and build a robust platform.
Twitter intends to invest in core product development that serve for long-term growth and public conversation on the platform, and Ned Segal, CFO, Twitter had mentioned the sale of MoPub enabled the company to focus on the potential for ads on the website and in apps.