MoPub

Was one of the leading independent mobile ad exchanges and mediation platforms before shutdown

MoPub was a mobile advertising technology platform that provided app publishers with tools to manage, optimize, and monetize their ad inventory through programmatic advertising. Founded in 2010, MoPub operated as a mobile-first ad server and real-time bidding exchange, enabling publishers to access demand from multiple ad networks and DSPs through a single SDK integration. The platform was particularly known for its mediation capabilities, allowing publishers to maximize revenue by creating competition among ad networks. Twitter acquired MoPub in 2013 for approximately $350 million, using it as a key component of its advertising technology infrastructure and as a way to extend its ad platform beyond Twitter's own properties. Under Twitter's ownership, MoPub grew to become one of the largest mobile ad exchanges, serving thousands of app publishers globally and processing billions of ad requests daily. In January 2022, Twitter announced it would shut down MoPub and sold the platform to AppLovin for approximately $1.05 billion. The acquisition was completed in early 2022, and Twitter officially discontinued the MoPub service, with AppLovin integrating select MoPub technology and customers into its own MAX mediation platform. This marked the end of MoPub as a distinct brand and platform in the mobile advertising ecosystem.