It’s done ! Twitter officially sold its MoPub advertising platform to AppLovin for $ 1.05 billion, or 930 million euros.
Twitter wants to focus on its new products
Announced for several months, the sale of MoPub will give Twitter a breath of air. With this advertising platform, the social network was able to generate $ 188 million in revenue in 2020. Not enough for Twitter, which prefers to resell to invest in other technological solutions. The social network counts well “Extend its revenue model beyond advertising alone”.
Trends for ad spend in 2022
According to Bruce Falck, director of monetization at Twitter, “Now that the sale of MoPub is complete, we will focus our efforts on improving the advertising on our platform”. Twitter’s goal is to grow even faster and accelerate the development of new products. With this sale, the social network also hopes to achieve its goal for 2023 which is double your turnover to reach $ 7.5 billion.
Twitter therefore intends to invest in new areas of activity and in new products, such as Twitter Spaces, Birdwatch, Twitter Blue, or even new tools for creators such as Super Follow. With this portfolio of new products, Twitter hopes generate new sources of income.
MoPub restricted by App Tracking Transparency?
The sale of MoPub is also part of a fundamental trend initiated by Apple with the implementation of the App Tracking Transparency in April 2021. With the latest version of its mobile operating system, Apple allows users to refuse to ” be tracked by applications and advertisers. This not facilitate the work of advertisers and marketers. The MoPub platform had therefore become much less interesting for Twitter.
At the time of the transaction, MoPub’s software was used by 45,000 mobile applications to manage their monetization. 1.5 billion users were directly affected by actions carried out through MoPub, worldwide. AppLovin will offer its customers integrate MoPub into their monetization tools. For Adam Foroughi, co-founder and CEO of AppLovin, this solution will “Enable developers to take advantage of more features to help drive higher monetization opportunities and streamline workflows”.