Mobupps
Mobupps is a privately held global adtech company that delivers performance-based mobile user acquisition, engagement, and programmatic media trading through its proprietary MAFO, MobuppsX DSP, iRTB, and ECHO AI platforms, serving advertisers and publishers across fintech, gaming, ecommerce, and online betting.
- Company typePrivate
- Founded2009
- HeadquartersAshdod, Israel
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Mobupps does
Mobupps is a privately held global adtech company founded around 2009 and headquartered in Ashdod, Israel, that delivers performance-based mobile user acquisition, engagement, and monetization alongside programmatic media trading infrastructure. The company operates an integrated proprietary technology stack comprising MAFO (its flagship marketing automation and user-acquisition engine), MobuppsX (an in-house DSP for brands with PMP deals), and iRTB (a real-time bidding/SSP platform providing direct access to 100+ major SSPs and DSPs and 10,000+ publishers worldwide). In May 2026 the company launched ECHO AI, a self-learning mechanism integrated with MAFO that continuously optimizes campaign performance using live campaign data. Anti-fraud tooling spans Pixalate pre- and post-bid IVT monitoring, GeoEdge verification, IAS, OMSDK, and MOAT, alongside internal real-time fraud alerts and ads.txt/sellers.json compliance, and partner APIs expose OpenRTB endpoints for programmatic integration.
Mobupps serves a diverse customer base of mobile app developers, advertisers, and publishers across verticals including fintech (CASHe, Moniepoint MFB, Robocash, KreditBee, Cred App, Tinkoff, Rocket Money, Mobills), mobile gaming (Evony by Top Games, Brain Test, Likee, Rummy Circle, Summoners War), eCommerce and on-demand (Amazon Prime, Oyo, Dunzo, Dahmakan, Skip the Dishes, Home Advisor, ebookjapan), online betting (PointsBet, FavBet, Pari-Match, BetKing, Caliente), and crypto (Crypto.com, Quidax). Pricing is quote-based and outcome-aligned, using CPI, CPA, CPR, CPL, dCPM, and commission structures tied to advertiser KPIs. Revenue is generated through performance-based campaign fees, programmatic media trading margins, managed services, publisher monetization revenue share, and affiliate/partner commissions.
Go-to-market is sales-led, with direct enterprise sales teams across Israel (HQ), USA, Canada, UK, Europe, China, India, LATAM, SEA, Ukraine, Africa, and Korea/Japan, supplemented by event presence (DMEXCO, ChinaJoy, MAU Vegas, Ad Tech New Delhi, E-Show), channel partnerships with attribution and verification vendors (AppsFlyer, Adjust, Kochava, Branch, Singular, Tune, Pixalate, GeoEdge, IAS), and co-marketing alliances such as the Apptica US Holiday Season Growth Playbook 2025. The company is Great Place to Work certified across Israel, China, and India (May 2025) and holds IAB Europe certification. Leadership is founder-led, with CEO Yaron Tomchin, COO Bella Katsir, and CTO Rashid Galimov at the top, supported by regional Sales Directors added across LATAM, SEA, Korea/Japan, and Africa in 2025.
Mobupps firmographics
Firmographics- Name
- Mobupps
- Legal name
- Mobupps
- Website
- https://mobupps.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Mobupps is a privately held global adtech company that delivers performance-based mobile user acquisition, engagement, and programmatic media trading through its proprietary MAFO, MobuppsX DSP, iRTB, and ECHO AI platforms, serving advertisers and publishers across fintech, gaming, ecommerce, and online betting.
- Ownership category
- akta.pro rank
Mobupps industry classification
Industry- Product category
- Mobile and Programmatic Advertising Technology
- NAICS
- Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311), Services-Prepackaged Software (7372)
- akta.pro primary industry
- App Monetization & Subscription Management Platforms (BPAMADAI)
- akta.pro secondary industries
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN), Demand-Side Platforms (DSP) (BPAMALAB)
Keywords
Where Mobupps is headquartered
LocationHeadquarters
- HQ city
- Ashdod
- HQ country
- Israel
- HQ region
- Middle East
Offices12 records
Markets served
Mobupps business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Performance-based Pricing (CPI/CPA/CPR/CPL): Revenue is generated through performance-based pricing models tied to user actions. Examples include CPI (Cost Per Install) for app installs (Amazon Prime case), CPA (Cost Per Action/Acquisition) for transactions (1mg case: $6.5 CAC target), CPR (Cost Per Registration) for Dahmakan, and CPL (Cost Per Lead/Loan) for KreditBee (13.8% loan disbursal CR). Pricing is outcome-aligned with advertiser KPIs.
- Programmatic Media Trading (RTB & DSP): Revenue from real-time bidding media trading and DSP services (MobuppsX/iRTB). Includes dCPM-based pricing, commission-based models, and PMP deals. Case examples include PointsBet where Mobupps was paid per first-time bet (FTB) with eCPA target under $400 (achieved $90).
- Managed Services & Media Buying: Fully managed performance campaigns combining media buying and ad network solutions. Case examples include Dostavista (Mobupps paid for every first order) and Robocash (paid for every loan inquiry and approved loan). Includes dedicated analyst, media manager, and client manager assignments.
- Publisher Monetization (Supply-Side): Revenue generated from publisher monetization through iRTB platform connecting publishers (e.g., SHAREit) with advertisers. SHAREit generates hundreds of thousands of conversions/month through Mobupps. Revenue share/commission model on publisher inventory monetized.
- Affiliate / Partnership Programs: Affiliate marketing and partnership programs generating revenue through CPA-based publisher networks. Includes XML Pop and Push advertising and affiliate manager roles with CPA model transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Pay-as-you-go | CPI (Cost Per Install) pricing - paid per app install |
| Outcome Based/ Performance | Pay-as-you-go | CPA (Cost Per Action) pricing - paid per completed action/conversion |
| Outcome Based/ Performance | Pay-as-you-go | CPR (Cost Per Registration) pricing - paid per registration |
| Outcome Based/ Performance | Pay-as-you-go | CPL (Cost Per Lead/Loan) pricing |
| Transaction based/ take rate | Pay-as-you-go | dCPM and commission-based programmatic pricing |
| Other | Multi-year contract | Custom performance-based campaign pricing (e.g., FTB eCPA) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Mobupps product offering
Product offeringCore offering
Mobupps sells a unified programmatic ad-tech ecosystem that combines performance marketing automation (MAFO), an in-house DSP (MobuppsX) with PMP deals, a proprietary real-time bidding/SSP platform (iRTB) with direct access to 100+ SSPs and DSPs, and a self-learning AI layer (ECHO AI). The company delivers outcome-based user acquisition, engagement, and monetization services for mobile app advertisers and publishers across iOS, Android, mobile web, and CTV, supported by managed media buying and multi-vendor fraud prevention.
Product overview
Mobupps offers a platform-plus-modules adtech architecture rather than a single unified product. The portfolio consists of four interconnected proprietary products: MAFO (the flagship performance engine for user acquisition, engagement, monetization, and anti-fraud), MobuppsX (an in-house DSP providing brands with PMP deals and ML-optimized bidding), iRTB (a real-time bidding/SSP infrastructure with direct access to 100+ SSPs and DSPs worldwide, handling supply-path optimization, ads.txt/sellers.json compliance, and IVT monitoring), and ECHO AI (a newly launched self-learning AI mechanism fully integrated with the MAFO ecosystem that automatically identifies the best channels, audiences, and creatives from live campaign data). Together, MAFO provides the core optimization and fraud-prevention layer, MobuppsX handles demand-side programmatic buying, iRTB powers the supply-side and real-time bidding infrastructure, and ECHO AI adds an autonomous, self-learning decision layer on top of the MAFO stack.
Differentiator
Problem solved
Functional benefit
Brands
- MAFO: Flagship proprietary marketing automation and performance platform focused on user acquisition, engagement and monetization, leveraging machine learning optimization and fraud prevention.
- MobuppsX
- iRTB
- ECHO AI
Products and services
- MAFO Mobupps' flagship platform for performance campaigns focused on user acquisition, engagement, and monetization. It uses machine-learning optimization and multi-layer fraud prevention, automates campaign management, predicts key results with high accuracy, and pre-selects ideal placements per campaign. MAFO is the central hub that ECHO AI integrates with and serves mobile app advertisers and agencies globally.
- MobuppsX In-house demand-side platform (DSP) for brands offering performance-driven programmatic access via PMP deals, exclusive SSP and iRTB integration with 10,000 publishers, and machine-learning optimizations for Install, Action, and ROAS. Integrated with Pixalate, IAS, OMSDK, and MOAT for brand protection and provides full transparency, control, and progressive reporting.
- iRTB Real-time bidding platform and proprietary SSP that improves media trading efficiency and optimizes media fees with direct access to 100+ major SSPs and DSPs worldwide. Includes automated budget saving via real-time white/blacklisting, bid optimization, supply-path optimization, ads.txt and sellers.json compliance, Pixalate pre/post-bid IVT monitoring, GeoEdge ad verification, and a cross-device identity intelligence framework.
- ECHO AI Next-generation self-learning AI mechanism that interprets advertising signals, identifies value, and adapts dynamically to optimize campaign performance. Continuously learns from live campaign data to automatically identify effective channels, audiences, and creatives, with the goal of improving user lifetime value and reducing acquisition costs. Fully integrated with the MAFO ecosystem for automated performance optimization across marketing channels.
- MAFO Growth Hub Expanded iteration of MAFO launched for advertisers and publishers, broadening MAFO's user acquisition and monetization capabilities.
Quantifiable outcome
- Evony: $250,000+ in loyal customer purchases over 3 months; 100M+ total downloads
- +9 more outcomes
Companies that use Mobupps
Customer profileNamed customers30 records
Segments8 records
Ideal customer profiles4 records
Mobupps technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability2 records
Feature6 records
Mobupps partnerships and signals
Strategic signalPartnerships
31 partnerships are on record, tiered flagship technology partner, core technology partner, flagship ssp partner, core dsp client, flagship dsp client, minor dsp client, core co-marketing partner, core strategic partner, core certification body and recognition partner.
- Adjustflagship technology partnerListed as Technology Partner and featured with Mobupps Adjust certification. Adjust is a mobile measurement partner integrated into Mobupps' attribution stack for performance verification.
- Pixalateflagship technology partnerListed as Technology Partner. Integrated for pre and post-bid IVT monitoring across iRTB and MobuppsX platforms. Pixalate Top 5 SSP and Top 100 rankings highlight the depth of the relationship.
- Kochavaflagship technology partnerListed as Technology Partner with Mobupps Kochava certification. Kochava announced Mobupps as its Newest Authorized Agency Partner for attribution and measurement.
- Singularcore technology partnerListed as Technology Partner for mobile attribution and marketing analytics integration.
- AppsFlyerflagship technology partnerListed as Technology Partner. Co-published a press release titled 'Mobupps and AppsFlyer Collaborate to Power Revenue-Verified, Incremental Growth Across LATAM', indicating deep collaboration.
- Branchcore technology partnerListed as Technology Partner for mobile linking and attribution.
- Tune (HasOffers)core technology partnerListed as Technology Partner for affiliate and mobile tracking systems.
- Geoedgeflagship technology partnerListed as Technology Partner. Integrated for ad verification across iRTB and MobuppsX platforms, providing real-time blocking of malicious CRIDs/auto-redirects.
- IAS (Integral Ad Science)core technology partnerIntegrated with MobuppsX DSP for brand protection, ad verification, viewability, and fraud prevention.
- OMSDKcore technology partnerIntegrated with MobuppsX DSP for Open Measurement SDK for viewability and verification.
- MOATcore technology partnerIntegrated with MobuppsX DSP for viewability and attention measurement.
- AdKernelcore technology partnerAdKernel ad-platform integration referenced for RTB/XML Pop/Push. One year+ proven experience with AdKernel is a must-have in Programmatic RTB Manager role, indicating core dependency.
- Nexxenflagship ssp partnerFeatured SSP partner on iRTB page. Provides demand-side integration for real-time bidding.
- Rakuten Viberflagship ssp partnerFeatured SSP partner on iRTB page. Direct publisher integration for premium demand.
- Verveflagship ssp partnerFeatured SSP partner on iRTB page. Programmatic supply-side integration.
- Scopelyflagship ssp partnerFeatured SSP partner on iRTB page. Direct publisher integration for premium gaming demand.
- Truecallerflagship ssp partnerFeatured SSP partner on iRTB page. Premium inventory source for call/identity-based advertising.
- Smaatoflagship ssp partnerFeatured SSP partner on iRTB page. Major global SSP for in-app and mobile web inventory.
- Sovrnflagship ssp partnerFeatured SSP partner on iRTB page. SSP integration for publisher monetization.
- Media.netflagship ssp partnerFeatured SSP partner on iRTB page. Yahoo-backed contextual advertising SSP.
- Mobilitywareflagship ssp partnerFeatured SSP partner on iRTB page. Mobile gaming publisher integration.
- Pari-Matchcore dsp clientFeatured MobuppsX client. Online betting/gaming advertiser using MobuppsX DSP for performance campaigns.
- BetKingcore dsp clientFeatured MobuppsX client. Sports betting brand using MobuppsX DSP for advertising campaigns.
- Calientecore dsp clientFeatured MobuppsX client. Mexican sports betting brand using MobuppsX DSP.
- Top Gamescore dsp clientFeatured MobuppsX client. Mobile gaming company (Evony developer) using MobuppsX DSP.
- Crypto.comflagship dsp clientFeatured MobuppsX client and home page logo. Major cryptocurrency exchange using MobuppsX DSP for performance advertising.
- Quidaxminor dsp clientFeatured MobuppsX client (African cryptocurrency exchange).
- Appticacore co-marketing partnerCo-published the 'US Holiday Season Growth Playbook 2025' report (December 2025). Joint content marketing on holiday advertising strategies and consumer behavior in the US market.
- ID Financecore strategic partnerMobupps and ID Finance expanded strategic partnership (referenced in blog title). Strategic collaboration with fintech group for advertising technology and user acquisition.
- IAB (Interactive Advertising Bureau)core certification bodyMobupps holds IAB Europe certification (iab-europe.svg shown in footer). IAB certification establishes compliance with industry standards for digital advertising.
- Datamatixx (Adgully)recognition partnerAwarding body that granted Mobupps 4 wins at Datamatixx Awards including Gold for MAFO and i/RTB platforms and Silver for CASHe campaign work.
Scale indicators14 records
Recent moves7 records
Expansion highlights6 records
Mobupps competitors and assessment
Company assessmentDirect peers
- InMobi: InMobi is a global mobile adtech platform offering a DSP, SSP, and exchange with deep reach in APAC and emerging markets. Like Mobupps, it monetizes app developers' inventory and buys performance-driven traffic for advertisers, with comparable programmatic, RTB, and fraud-prevention capabilities.
- Liftoff: Liftoff (formed from the merger of Vungle and Liftoff) is a performance-focused mobile adtech company combining a DSP with creative optimization and a supply-side platform. Its business model of monetizing apps while driving user acquisition on a CPA/CPI basis directly mirrors Mobupps' MAFO + MobuppsX positioning.
- ironSource (Unity): ironSource, now part of Unity, is a leading mobile adtech and monetization platform that runs a DSP, SSP, and mediation layer serving app developers and advertisers globally. It competes head-to-head with Mobupps in programmatic UA, mediation, and supply-side monetization.
- AppLovin: AppLovin operates a mobile adtech stack including AXON, AppDiscovery (DSP), and SparkLabs monetization, focused on performance UA and programmatic bidding. Its integrated demand-and-supply platform mirrors Mobupps' four-product stack and targets overlapping app developer and advertiser clients.
- Moloco: Moloco builds a machine-learning-powered programmatic DSP and SSP stack for mobile and CTV, with strong emphasis on performance optimization and privacy-safe ML. It is one of the closest direct comparables to Mobupps' MAFO + ECHO AI offering and competes in the same performance UA and app monetization market.
- Tapjoy: Tapjoy runs a rewarded-based mobile adtech platform with a DSP and direct publisher integrations, monetizing apps while driving engagement and installs. Its performance-based pricing and mobile-first focus put it in direct competition with Mobupps' MAFO ecosystem.
- Yeahmobi: Yeahmobi is a Chinese-headquartered global mobile performance ad network providing UA, media buying, and affiliate solutions across app verticals. Like Mobupps, it operates a multi-region sales footprint and focuses on CPA/CPI performance pricing for advertisers in fintech, gaming, and eCommerce.
- Remerge: Remerge is a programmatic in-app DSP focused on performance-driven user acquisition for app marketers, with deep supply integrations and ML optimization. It serves many of the same performance-oriented advertisers (gaming, fintech, eCommerce) as Mobupps.
Broad incumbents
- Digital Turbine: Digital Turbine (including AdColony and FYUSION) is a broader mobile media and adtech company spanning app install, mediation, and brand advertising. It overlaps with Mobupps in app install and programmatic UA but operates at significantly larger scale and across more verticals.
- Google AdMob: Google AdMob is the largest mobile ad network and mediation platform, offering both UA and monetization for app developers. It is a broad incumbent that competes with Mobupps on both the demand and supply side of mobile programmatic, though as part of a much larger ads portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Mobupps social profiles
Digital presenceMobupps financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mobupps leadership team
Management profileNumber of profiles
Profiles13 records
Mobupps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mobupps 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 Mobupps
What does Mobupps do?
Mobupps sells a unified programmatic ad-tech ecosystem that combines performance marketing automation (MAFO), an in-house DSP (MobuppsX) with PMP deals, a proprietary real-time bidding/SSP platform (iRTB) with direct access to 100+ SSPs and DSPs, and a self-learning AI layer (ECHO AI). The company delivers outcome-based user acquisition, engagement, and monetization services for mobile app advertisers and publishers across iOS, Android, mobile web, and CTV, supported by managed media buying and multi-vendor fraud prevention.
Is Mobupps a public or private company?
Mobupps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mobupps founded?
Mobupps was founded in 2009. It employs 51 to 100 people.
Where is Mobupps based?
Mobupps is headquartered in Ashdod, Israel, in the Middle East region.
How does Mobupps make money?
Five revenue lines are on record. Performance-based Pricing (CPI/CPA/CPR/CPL) is the primary driver. The others are programmatic Media Trading (RTB & DSP), managed Services & Media Buying, publisher Monetization (Supply-Side) and affiliate / Partnership Programs.
Who are Mobupps's main competitors?
Direct peers on record are InMobi, Liftoff, ironSource (Unity), AppLovin, Moloco, Tapjoy, Yeahmobi and Remerge. Broad incumbents are Digital Turbine and Google AdMob.
Does Mobupps have an API?
Yes. Partner-facing programmatic advertising integrations built on OpenRTB protocols using JSON/XML endpoints (EPs). Mobupps exposes APIs that allow SSPs, DSPs, publishers, and ad networks to integrate for real-time bidding, supply path optimization, and ad serving. Supports VAST, NURL, win-rate data, and supply chain objects (Schain), with ads.txt and sellers.json compliance. Described in job postings as managing and optimizing endpoints, troubleshooting QPS caps, VAST tag errors, and floor prices. No public developer portal URL is published.
What industry is Mobupps in?
Mobupps's product category is Mobile and Programmatic Advertising Technology. Its primary akta.pro industry code is BPAMADAI, App Monetization & Subscription Management Platforms, with a secondary code of BPAFAAAN, Marketing Technology, AdTech & MarTech Services. Its NAICS code is 541830 and its SIC code is 7311.