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MoPub

Full company profile

uuid0005xta

Namestring
MoPub
Legal namestring
MoPub
Websiteurl
mopub.com
Company typeenum
Private
Founded yearint
2010
Descriptiontext

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.

Short descriptiontext

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.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
101–250
akta.pro rankint
HeadquartersSan Francisco, United States
HQ citystring
San Francisco
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
mobile ad monetization, programmatic advertising, real-time bidding, ad exchange platform, publisher monetization tools
Industry1 code
1Offerwalls, Rewards & Performance Monetization (UA-linked payouts)
CodeMPAFAJAIPrimaryYes
NAICS code1 code
  • Advertising, Public Relations, and Related Services5418
SIC code2 codes
  • Services-Advertising7310
  • Services-Advertising Agencies7311
Product category
Mobile Ad Monetization Platform
Social media profiles3 records
Cost components4 values
Technology or R&D, Personnel, Operations, Infrastructure
GTM typeB2B
B2B
Offering typeSoftware
Software
Core offering1 text field

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
Functional benefit
Problem solved
Product and service1 record
1Mobile Ad Monetization Platform
CategoryMobile Ad Monetization Platform
Recent move5 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight3 records

Each record includes

Type, Description

Peers10 records
1Chartboost
TypeDirect peer
Description

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.

2Meta Audience Network
TypeDirect peer
Description

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.

3AppLovin MAX
TypeDirect peer
Description

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.

4Google AdMob
TypeDirect peer
Description

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.

5Liftoff (Vungle)
TypeDirect peer
Description

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.

6InMobi
TypeDirect peer
Description

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.

7Pangle (TikTok Ad Network)
TypeDirect peer
Description

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.

8Digital Turbine
TypeDirect peer
Description

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.

9AppLovin
TypeBroad incumbent
Description

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.

10Unity LevelPlay (ironSource)
TypeDirect peer
Description

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.

Market position
Strengths4 records

Each record includes

Headline, Details, Source

Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights5 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature1 record

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles2 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds4 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors5 records

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

MoPub

Mobile Ad Monetization Platformmopub.com

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.

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

  • Mobile ad monetization
  • Programmatic advertising
  • Real-time bidding
  • Ad exchange platform
  • Publisher monetization tools

Where MoPub is headquartered

Location

Headquarters

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 offering

Core 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 profile

Ideal customer profiles1 record

MoPub technology and API

Technology

Technology focussed Yes

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Feature1 record

MoPub partnerships and signals

Strategic signal

Recent moves5 records

Expansion highlights3 records

MoPub competitors and assessment

Company assessment

Direct 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 presence

MoPub financial estimates

Financial estimate

Revenue estimate

Valuation estimate

MoPub leadership team

Management profile

Number of profiles

Profiles2 records

MoPub funding detail

Funding detail

Funding 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 investment

M&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.

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Live signals
TechCrunchTwitter is selling MoPub to AppLovin for $1.05 billionTwitter announced Wednesday it will sell its mobile ad platform MoPub to AppLovin for $1.05 billion in cash, having paid about $350 million for it in 2013. MoPub generated roughly $188 million in revenue last year. Twitter CFO Ned Segal said the deal lets the company refocus on its own products, including the upcoming Twitter Blue subscription service.WebrazziAppLovin, MoPub’ı 1,05 milyar dolara satın aldıAppLovin agreed to acquire MoPub, Twitter's mobile advertising unit, for $1.05 billion in cash. The transaction allows Twitter to refocus on its core business while AppLovin expands its real-time ad inventory tracking capabilities. Following the announcement, shares of both companies rose, with AppLovin up 8% and Twitter up 2%.PR NewswireTwitter Enters into Definitive Agreement to Sell MoPub to AppLovin for $1.05 Billion in CashTwitter announced a definitive agreement to sell its mobile advertising platform MoPub to AppLovin for $1.05 billion in cash. The transaction allows Twitter to redirect resources toward core revenue products, including performance-based advertising and commerce initiatives, while AppLovin will continue to invest in MoPub's network. The deal, approved by Twitter's Board of Directors, is expected to close in the coming months subject to regulatory approval.AdweekInMobi Sell-Side Platform Now Integrated Across Leading In-App Header Bidding PlatformsInMobi announced its integration with all major in-app header bidding platforms, including AppLovin’s MAX, Amazon’s TAM, ironSource, MoPub’s Advanced Bidding, Fyber’s FairBid, and Google’s Open Bidding, allowing publishers to add InMobi as a demand source. This development is expected to increase operational efficiency and monetization for publishers and expand advertiser access to inventory globally. The integration signifies a strategic shift towards header bidding as a standard in in-app advertising.PR NewswireCriteo and MoPub Partner to Successfully Scale In-App Native Ads on MobileCriteo announced strong results from its partnership with MoPub for in-app native ads, with total conversions for Criteo advertisers on MoPub inventory increasing 90% from Q2 2018 to Q2 2019. The in-app native ad format delivers 4X higher clickthrough rates than banner ads, with cost per impression from Criteo's demand being 45% higher than the average across MoPub's exchange. Criteo plans to expand the partnership to bring additional formats like video to advertisers via mobile in-app real-time bidding.Pocket Gamer.biz10 videos from Pocket Gamer Connects London 2019's Monetiser trackThe Monetiser track at Pocket Gamer Connects London 2019 featured sessions on mobile game monetisation strategies, sponsored by Bango. Notable speakers included representatives from Voodoo, MoPub, Unity, and various industry experts discussing topics such as lifetime value forecasting and mobile user journey insights. The next event, Pocket Gamer Connects Seattle 2019, is scheduled for May 13th to 14th, 2019.PR NewswireMoPub s'associe à Pixalate pour une meilleure qualité du trafic et protection contre la fraude publicitairePixalate and MoPub announced a partnership to integrate Pixalate's ad fraud detection solutions into MoPub's mobile app advertising platform. This collaboration aims to filter invalid traffic during real-time bidding processes, leveraging data from both companies to monitor and improve ad quality for billions of daily transactions.PR NewswireMoPub geht Partnerschaft ein mit Pixalate für Traffic-Qualität und Schutz vor WerbebetrugPixalate announced a partnership with MoPub to integrate invalid traffic (IVT) detection and filtration solutions into MoPub's mobile app advertising exchange, which processes over 1.5 trillion live auctions per month and filters inventory from more than 50,000 mobile apps. Pixalate was selected following a comprehensive vendor evaluation and brings 12 MRC-accredited metric areas and SIVT-filtering capabilities for display, in-app, video, and OTT formats. MoPub and Pixalate engineering teams will work together to monitor and validate traffic on the MoPub exchange using automated real-time prebid filtering and postbid monitoring.PR NewswireMoPub se asocia con Pixalate para promover la calidad del tráfico y proteger contra el fraude publicitarioPixalate and MoPub announced a strategic partnership to integrate Pixalate's invalid traffic detection solutions into MoPub's mobile ad exchange. This collaboration aims to filter sophisticated invalid traffic across MoPub's network, which handles over 1.5 trillion real-time bids monthly across more than 50,000 applications.GlobeNewswireDoubleVerify Partners with MoPub to Combat Mobile Ad FraudDoubleVerify announced a partnership with MoPub to provide fraud detection and reporting for mobile app campaigns across MoPub's exchange. The partnership extends quality coverage for global advertisers and enables MoPub to refine its mobile ad inventory. DoubleVerify's technology is MRC-accredited for detecting invalid traffic.