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Twitter Sells Mobile Ad Firm MoPub to AppLovin for $1.05 Billion

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Twitter mentioned the transaction will permit it to higher focus by itself platform.



Picture:

brendan mcdermid/Reuters

Twitter Inc.

is promoting cellular advert agency MoPub to

AppLovin Corp.

for $1.05 billion in money, the corporate mentioned Wednesday.

MoPub permits app publishers to make cash by promoting advert slots on their apps, and helps advertisers attain sure audiences on cellular apps, amongst different choices.

Twitter purchased the company in 2013 in a deal estimated on the time to be price greater than $350 million.

MoPub says it now helps 45,000 apps supply promoting through its alternate. It generated about $188 million in income in 2020, in line with Twitter.

Twitter mentioned the transaction will permit it to higher focus by itself platform, citing choices resembling its performance-based promoting merchandise and e-commerce initiatives.

“The sale of MoPub positions us to pay attention extra of our efforts on the huge potential for advertisements on our web site and in our apps,”

Ned Segal,

Twitter’s chief monetary officer, mentioned in a press release. He reiterated a beforehand introduced aim to at the very least double Twitter’s complete annual income to at the very least $7.5 billion in 2023 from $3.7 billion in 2020.

AppLovin, which makes instruments for builders of apps to enhance advertising and marketing and income and runs its personal mobile-game apps, went public earlier this year. The corporate’s inventory was up greater than 9% in after-hours buying and selling following the announcement of the acquisition. Twitter’s inventory rose about 2%.

Including MoPub will assist AppLovin assemble extra demand and competitors for publishers’ advert impressions, AppLovin CEO

Adam Foroughi

mentioned in a weblog submit.

Write to Megan Graham at megan.graham@wsj.com

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https://www.wsj.com/articles/twitter-sells-mobile-ad-firm-mopub-to-applovin-for-1-05-billion-11633560416?mod=pls_whats_news_us_business_f | Twitter Sells Cell Advert Agency MoPub to AppLovin for $1.05 Billion

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