Twitter to Sell MoPub In-App Advertising Division to AppLovin for $1.05 Billion

guest · Oct 7, 2021

Twitter to Sell MoPub In-App Advertising Division for $1.05 Billion
October 6, 2021
https://variety.com/2021/digital/news/twitter-sells-mopub-advertising-division-applovin-1235082493/

Twitter, looking to focus development dollars on its core business, said it reached a deal to sell MoPub, which sells monetization solutions to mobile app publishers and developers, to marketing software company AppLovin for $1.05 billion in cash.

Twitter had acquired MoPub in September 2013 for about $350 million.
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In 2020, MoPub generated approximately $188 million in annual revenue for Twitter, which the company reported in “Data Licensing and Other.” Twitter said it will provide additional details regarding the estimated future financial impact of the MoPub divestiture when it reports Q3 results on Oct. 26 after market close.

“This transaction increases our focus and demonstrates confidence in our revenue product roadmap, accelerating our ability to invest in the core products that position Twitter for long-term growth and best serve the public conversation,” Twitter CEO Jack Dorsey said in announcing the deal.
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Under the terms of the agreement, Twitter will provide certain services to AppLovin for a period of time post-close to enable “an orderly transition for publishers and advertisers.”
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Twitter Enters into Definitive Agreement to Sell MoPub to AppLovin for $1.05 Billion in Cash

The transaction will enable Twitter to accelerate the development of owned and operated revenue products and drive growth across key areas for the service including performance-based advertising, small and medium-sized business (SMB) offerings, and commerce initiatives. Twitter believes AppLovin is well positioned to grow and evolve MoPub's network of customers in the rapidly changing in-app industry.
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guest · Jan 3, 2022

Twitter completes sale of MoPub to AppLovin for $1.05 billion
January 3, 2022

Twitter announced today it has completed the sale of its mobile ad platform, MoPub, to the mobile game maker and marketing software provider AppLovin for $1.05 billion in cash.

The deal was first announced in October 2021, following Twitter’s reveal of its plan to double its revenue by 2023 to reach $7.5 billion or more. While MoPub had helped Twitter generate approximately $188 million in annual revenue in 2020, Twitter now sees more potential in developing other areas of its business amid its accelerated product development. Specifically, the company said it’s now redirecting its resources toward performance-based ads, SMB and commerce.
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Today, Twitter reiterated its plans to further the development of its own owned and operated products.

“With the sale of MoPub completed, we continue to concentrate our efforts on enhancing ads across our platform. Our goal is to deliver faster growth in key areas and accelerate our product development,” said Bruce Falck, Twitter’s GM of Revenue Products, in a press release.
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Twitter Completes Sale of MoPub

Twitter, Inc. (NYSE: TWTR) today announced that on January 1, 2022 it closed the sale of MoPub to AppLovin Corporation (NASDAQ: APP) for $1.05 billion in cash.

The MoPub platform, including network mediation, Advanced Bidding, and Marketplace, will sunset on March 31, 2022. The MoPub Dashboard and Reporting will be available until April 8, 2022. 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.
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Twitter to Sell MoPub In-App Advertising Division to AppLovin for $1.05 Billion

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Twitter to Sell MoPub In-App Advertising Division to AppLovin for $1.05 Billion

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