Twitter MoPub

Was one of the top three mobile ad mediation platforms globally before shutdown

MoPub was a leading mobile ad serving and mediation platform that Twitter acquired in 2013 for approximately $350 million. The platform enabled mobile app publishers to manage multiple ad networks, optimize ad revenue through real-time bidding, and access demand from various advertising sources through a unified SDK. MoPub became a cornerstone of Twitter's advertising technology infrastructure, offering publishers tools for header bidding, advanced analytics, and programmatic advertising capabilities specifically designed for mobile environments. At its peak, MoPub was one of the largest mobile ad exchanges, competing directly with Google's AdMob and other major mobile monetization platforms. The platform was particularly popular among mobile game developers and app publishers seeking to maximize their advertising revenue through sophisticated mediation and yield optimization. However, as part of a strategic shift under new leadership, Twitter announced in October 2021 that it would wind down MoPub's operations, ultimately selling the platform's assets to AppLovin in January 2022 for approximately $1.05 billion. The MoPub brand and distinct platform ceased operations following this transition, with existing customers migrated to AppLovin's MAX platform.