MoPub

Was one of the top independent mobile ad servers and programmatic exchanges before being shut down following AppLovin's acquisition in 2022

MoPub was a mobile ad network and monetization platform for app developers that has since shut down, having been founded in 2010 and acquired by Twitter in 2013.¹ At its core, MoPub connected publishers with advertisers to run ad campaigns, with developers integrating its SDK into their mobile apps to manage ad inventory and optimize revenue generation.¹ The platform supported a range of ad formats including video, native, native video, opt-in video, rich media, and display.² Through built-in mediation capabilities and real-time bidding integration, MoPub enabled publishers to connect with multiple demand partners and allowed advertisers to bid dynamically for impressions, helping publishers secure the highest-paying ads for their inventory.¹ To maintain inventory quality, MoPub employed a multi-step approach to detecting and managing invalid traffic, including publisher onboarding vetting, pre-bid blocking, post-bid detection, and monitoring against violators.³ Twitter ultimately sold MoPub to app-tech company AppLovin for $1.05 billion in cash, citing a desire to accelerate the development of its own owned-and-operated revenue products.⁴ Source 1: appsamurai.com — Mopub | AppSamurai Source 2: affbank.com — MOPUB Native, Rich Media, Banner advertising network details. Source 3: integralads.com — Tech Talk with MoPub: The evolving mobile landscape Source 4: cnbc.com — Twitter sells MoPub mobile ad network to AppLovin for ...