In an announcement that has caught the industry by surprise, San Francisco based AppLovin Corporation announced that they have entered into a definitive agreement with Twitter Inc. to acquire MoPub in a deal for around $1 billion USD. The deal will complete subject to the normal customary conditions and regulatory approvals.

Adam Foroughi, AppLovin’s co-founder and CEO said, “we are excited by the opportunity to grow the AppLovin platform and further enhance our publisher monetization tools through this strategic transaction. We welcome the MoPub team and together we will work diligently to combine the best of MoPub into the AppLovin software platform.”

Writing on the AppLovin blog, Foroughi continued, "Ultimately this combination aims to continue the acceleration of the shift to in-app bidding that we have witnessed on our highly successful MAX in-app bidding solution. By doing so, we can continue to increase the transparency of pricing and improve efficiency by expanding access for both buyers and sellers."

According to the release announcing the pending acquisition, the deal aims to create a robust solution for mobile app publishers "through increased revenue opportunity via more demand," whilst providing advertisiers opportunity to reach millions more users. MoPub currently serves 45,000 apps with an audience reach of an estimated 1.5 billion.

For games publishers currently using MoPub this will mean moving to MAX by AppLovin.

AppLovin will integrate MoPub's reach and product features into it's existing platform whulst MoPub staff will join the AppLovin team.

By Gamesforum Staff