MoPub
MoPub is a mobile ad monetization and real-time bidding platform that helps app publishers generate revenue from in-app advertising. Founded in 2010, it has been a wholly-owned subsidiary of AppLovin since 2022, integrated into AppLovin's vertically integrated advertising ecosystem.
- Company typePrivate
- Founded2010
- HeadquartersSan Francisco, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What MoPub does
MoPub is a mobile ad monetization platform founded in 2010 and headquartered in San Francisco, originally developed and operated by Twitter as its mobile advertising exchange. The platform provides app publishers with real-time bidding technology to drive revenue from in-app advertising and mobile transactions, operating as a third-party ad server and exchange that mediates between publisher inventory and advertiser demand.
Since 2022, MoPub has operated as a wholly-owned subsidiary of AppLovin (NASDAQ: APP), following AppLovin's acquisition of MoPub from Twitter alongside MAX, Adjust, and Wurl. Within AppLovin, MoPub has been integrated into a vertically integrated advertising ecosystem designed as a self-reinforcing flywheel, with AppLovin's proprietary AXON 2.0 machine learning engine serving as the optimization layer across the stack. MoPub's role within this stack is to contribute mobile exchange and publisher monetization capabilities that complement AppLovin's broader expansion into e-commerce and consumer-brand advertising.
MoPub's standalone business model is not disclosed in detail in the source material. Prior to the AppLovin acquisition, the company raised approximately $18.5 million in disclosed venture funding across early-stage, Series A, and Series B rounds between 2010 and 2012, from investors including Accel, Icon Ventures, AngelPad, Harrison Metal, and IRIS. As a subsidiary, MoPub's go-to-market, pricing mechanics, and publisher relationships are now subsumed into AppLovin's broader ad platform strategy, with no segment-level revenue, headcount breakdown, or customer concentration disclosed for MoPub specifically.
MoPub firmographics
Firmographics- Name
- MoPub
- Legal name
- MoPub
- Website
- https://mopub.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MoPub is a mobile ad monetization and real-time bidding platform that helps app publishers generate revenue from in-app advertising. Founded in 2010, it has been a wholly-owned subsidiary of AppLovin since 2022, integrated into AppLovin's vertically integrated advertising ecosystem.
- Ownership category
- akta.pro rank
MoPub industry classification
Industry- Product category
- Mobile Ad Monetization Platform
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Offerwalls, Rewards & Performance Monetization (UA-linked payouts) (MPAFAJAI)
Keywords
Where MoPub is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
MoPub business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure
MoPub product offering
Product offeringCore offering
MoPub is a mobile ad monetization platform that helps app publishers drive more revenue from advertising and mobile transactions through real-time bidding and ad exchange technology. The platform enables publishers to manage demand sources, run header bidding auctions, and optimize yield across multiple ad networks and DSPs. Following AppLovin's 2022 acquisition from Twitter, MoPub was integrated into AppLovin's vertically integrated advertising ecosystem alongside MAX, Adjust, and Wurl.
Differentiator
Problem solved
Functional benefit
Products and services
- Mobile Ad Monetization Platform
Companies that use MoPub
Customer profileIdeal customer profiles1 record
MoPub technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
MoPub partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights3 records
MoPub competitors and assessment
Company assessmentDirect peers
- Chartboost: Chartboost is a mobile game-focused programmatic ad exchange and mediation platform. It overlaps with MoPub on in-app header bidding, direct demand integrations, and yield optimization for game publishers.
- Meta Audience Network: Meta Audience Network monetizes mobile in-app inventory through Meta's advertiser demand and bidding integrations. It is a direct competitor to MoPub for publisher mediation relationships, particularly given its preferred status with Meta's demand stack.
- AppLovin MAX: AppLovin's MAX is the company's flagship in-app bidding and mediation platform, sitting alongside MoPub within the same parent ecosystem. It competes with MoPub on unified auctions, demand breadth, and AXON 2.0-powered yield optimization.
- Google AdMob: Google AdMob is a leading in-app ad mediation and monetization platform for mobile app publishers. It directly competes with MoPub by offering header bidding, ad network mediation, and access to Google-owned demand sources across iOS and Android apps.
- Liftoff (Vungle): Liftoff (formed via the Vungle/Jam City merger) operates a programmatic ad exchange and mediation stack for mobile apps and games. It competes directly with MoPub on in-app bidding, creative optimization, and CTV monetization.
- InMobi: InMobi operates a mobile-first ad exchange and mediation platform serving app developers globally. It competes with MoPub on in-app programmatic demand, header bidding, and yield management for premium publishers.
- Pangle (TikTok Ad Network): Pangle is ByteDance/TikTok's mobile ad network offering mediation and bidding for app publishers. It is a direct competitor to MoPub, especially in APAC markets, with growing global demand integrations.
- Digital Turbine: Digital Turbine provides app install, media, and monetization solutions to mobile operators and publishers. Its mediation and programmatic exchange capabilities overlap with MoPub's in-app monetization and real-time bidding offerings.
- Unity LevelPlay (ironSource): Unity LevelPlay (built on the acquired ironSource mediation platform) is a primary in-app bidding and mediation solution for mobile game publishers. It competes head-to-head with MoPub on unified auction mechanics, yield optimization, and access to Unity Ads demand.
Broad incumbents
- AppLovin: AppLovin is MoPub's publicly traded parent company (NASDAQ: APP) and the broader AI-driven advertising platform into which MoPub is integrated. It is a broad incumbent in mobile ad tech, providing demand, mediation, monetization, and attribution across gaming and consumer brands.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
MoPub social profiles
Digital presenceMoPub financial estimates
Financial estimateRevenue estimate
Valuation estimate
MoPub leadership team
Management profileNumber of profiles
Profiles2 records
MoPub funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MoPub M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MoPub
What does MoPub do?
MoPub is a mobile ad monetization platform that helps app publishers drive more revenue from advertising and mobile transactions through real-time bidding and ad exchange technology. The platform enables publishers to manage demand sources, run header bidding auctions, and optimize yield across multiple ad networks and DSPs. Following AppLovin's 2022 acquisition from Twitter, MoPub was integrated into AppLovin's vertically integrated advertising ecosystem alongside MAX, Adjust, and Wurl.
Is MoPub a public or private company?
MoPub is a private company. It is classified as corporate owned and is currently operating.
When was MoPub founded?
MoPub was founded in 2010. It employs 101 to 250 people.
Where is MoPub based?
MoPub is headquartered in San Francisco, United States, in the North America region.
Who are MoPub's main competitors?
Direct peers on record are Chartboost, Meta Audience Network, AppLovin MAX, Google AdMob, Liftoff (Vungle), InMobi, Pangle (TikTok Ad Network), Digital Turbine and Unity LevelPlay (ironSource). AppLovin is listed as a broad incumbent.
Does MoPub have an API?
No public API is recorded for MoPub.
What industry is MoPub in?
MoPub's product category is Mobile Ad Monetization Platform. Its primary akta.pro industry code is MPAFAJAI, Offerwalls, Rewards & Performance Monetization (UA-linked payouts). Its NAICS code is 5418 and its SIC code is 7310.