mopub

CloudX CEO Jim Payne – of MoPub and MAX fame – has a new startup that uses AI agents to take the pain (sorry, had to) out of mobile ad monetization.

On Tuesday, data collaboration and clean room platform Optable announced $20 million in Series A funding, with participation from Hearst Ventures, Brightspark Ventures, Desjardins Capital, Deloitte Ventures and asterX.

AppLovin is looking at software as its main cash cow. Going forward, the company told investors that plans to prioritize its software platform and focus less on its apps business. Software is now responsible for 40% of AppLovin’s revenue compared with 14% when the company went public in April of last year.

AppLovin is in the process of fully integrating MAX and MoPub, which AppLovin bought from Twitter in October for around $1 billion. Since the acquisition, the number of apps monetizing with MAX, AppLovin’s in-app bidding software is up by more than 60%,, according to CEO Adam Foroughi.

Mobile ad platform AppLovin loves acquiring companies. On Wednesday, AppLovin entered into a definitive agreement to buy MoPub from Twitter for $1.05 billion in cash. The move makes a lot of sense. Recently-public company AppLovin has been on a mobile ad tech buying spree, with more than a half-dozen acquisitions under its belt in the […]

Twitter is integrating the CrossInstall mobile-only DSP it acquired last year with MoPub’s ad exchange platform in a push to woo more performance-based marketers. CrossInstall, which came along with its own bidder and proprietary creative ad formats, has been renamed MoPub Acquire and its team will now be part of MoPub, after having operated as […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Trustbusting The antitrust bills just keep piling up for Big Tech. Sen. Josh Hawley (R-Mo.) unveiled one of his own this week, and he means business. Its even got a tough-sounding name that would make Chuck Norris proud: the “Trust-Busting for the Twenty-First Century […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Supercookies Crumble The newest version of Mozilla’s browser, Firefox 85, includes protection against so called “supercookies.” What the heck are supercookies? According to Mozilla, they can be used in place of ordinary cookies to store user identifiers, but are much more difficult to delete […]

The mobile ad ecosystem has changed a lot since MoPub, Twitter’s mobile ad exchange, was founded in 2010. Tech years are like dog years, and a decade might as well be a century. But the more some things change, the more they stay the same: Marketers still need some convincing to spend on mobile and […]

Even as mobile ad platforms get their houses in order as Apple restricts IDFA in iOS 14, there are still a lot of open questions that remain, said David Gregson, a product manager at Twitter’s MoPub who’s directly involved with the mobile exchange’s response plan to Apple’s updates. “There’s still a lack of clarity about […]

Mobile app advertisers have been slower than their web counterparts to embrace programmatic-style RTB auctions. That’s starting to change as more app publishers test in-app bidding and see significant lifts in ARPDAU (average revenue per daily user). “Publishers are pushing their ad networks to get into bidding, and we’re beginning to see a snowball effect,” […]

Twitter really wants a piece of the performance advertising pie. On Tuesday, Twitter said it has acquired interactive mobile ad company CrossInstall. No deal price was disclosed. All of CrossInstall’s 70 employees will be joining Twitter. CrossInstall is a mobile-only DSP focused on user acquisition with its own home-grown bidder and proprietary creative offering, including […]

Grindr and a handful of other dating apps are getting publicly pummeled for sharing personal user data, including location data and sexual preferences, with third-party companies. But Grindr, OKCupid, Tinder and others are not alone. The practice is pervasive among every type of app. A report released Tuesday by the Norwegian Consumer Council, an Oslo-based […]

MoPub released an SDK update on Tuesday that gives app publishers access to impression-level revenue data. Historically, that type of data – which lets user acquisition managers attribute revenue and lifetime value to specific users at the impression level – has been hard to come by. Most third-party ad networks haven’t been set up to […]

This article is sponsored by MoPub. The use of user-level data is getting a lot of attention in the mobile in-app space today. More app publishers are leveraging paid user acquisition to attract and retain users. To differentiate in an increasingly competitive market, publishers need to be able to identify profitable campaigns from loss-making ones. […]

This article is sponsored by MoPub. As time spent in mobile apps continues to soar, in-app ad spend has followed. In fact, in-app’s share of mobile video advertising alone is projected to grow to 84% by 2023, according to a report by Forrester. Yet despite steady growth in this category over the last few years, the […]

In-app header bidding is coming to MoPub. On Tuesday, the Twitter-owned mobile ad exchange started testing an advanced bidding solution to replace the app ads waterfall with a unified auction. Roughly a dozen publishers are testing the solution. The closed alpha test does not have a set end date. Until now, advertisers could buy MoPub […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Casie Attardi Jordan, director of professional services at MoPub, a Twitter company. Casie will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 25-26. While adoption of header bidding has gained traction on desktop, the static […]

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. This week on AdExchanger Talks, MoPub honcho Janae Redmond holds forth on changes in the mobile app ecosystem – and how the Twitter-owned exchange has responded to them. For one, the number of apps isn’t growing as fast as it once did, and the publisher […]

LinkedIn on Wednesday launched the LinkedIn Audience Network, a platform enabling advertisers to serve sponsored content on sites and apps beyond its own feed. These properties include desktop placements on parent Microsoft’s properties like MSN and Outlook.com, as well as on third-party publishers through integrations to exchanges like MoPub, Google’s AdX, Rubicon and Sharethrough. LinkedIn […]

MoPub is getting very cozy with its viewability vendors. On Thursday, the Twitter-owned mobile ad exchange released the latest version of its SDK, bundled with viewability support from Integral Ad Science and Moat. MoPub’s SDK is integrated with just shy of 50,000 apps. As the buy side bangs the drum on independent verification and uniform […]

MoPub, Twitter’s mobile ad exchange, is looking to get stickier with the buy side. On Thursday, after five months of beta testing, it launched a solution that aims to help marketers aggregate inventory types based on performance and to target them programmatically. Advertisers that want a lot of installs, for example, can take advantage of […]

After years of will they/won’t they, MoPub is finally going to take better advantage of Twitter data. The mobile exchange, acquired by Twitter in 2013, is testing so-called audience packages in the form of audience segments powered by proprietary data coming from Twitter. The product is in alpha with a select set of partners. “The Twitter […]

Casie Attardi will speak at AdExchanger’s PROGRAMMATIC I/O Conference in New York on October 26. Native inventory became a significant part of the digital marketing mix before industry stakeholders had the time to develop a sense of comfort and familiarity with native advertising. “Native, especially for in-app programmatic, evolved over a very short period of time,” said […]

App publishers are constantly walking the line between user experience and making money. That’s the “main challenge” facing Baptiste Chardon, the man in charge of handling monetization for French game publisher Ubisoft’s more than 25 free-to-play mobile titles, which range from kid games to less casual offerings. An additional challenge lies in making sure that advertising […]

MoPub is Twitter’s secret weapon – secret because the mobile exchange rarely comes up during Twitter’s quarterly earnings calls. On Friday, MoPub introduced native video mediation to enable publishers to filter their ad requests through whichever native ad network SDK they want, including the Facebook Audience Network and the more than 175 DSPs integrated with the […]

Even as marketers increasingly see native programmatic as a part of the core digital arsenal – alongside video, display and mobile – industry leaders like Sharethrough have encountered a lag in adoption from major DSPs. Part of the problem is that the existence of technology solutions hasn’t had a chance to sink in with brands […]

MoPub was helping app developers monetize before it was cool. That’s part of what gives Twitter’s mobile exchange its street cred, said Janae McDonough, senior director of exchange at Twitter, who joined MoPub the year before Twitter acquired it in 2013. “We created this opportunity for app developers four years before anybody was thinking about […]

Facebook’s purchase of video supply-side platform (SSP) LiveRail for $500 million underpins its deeper foray into video advertising and positions the social network as a major force in premium publisher monetization. While some experts argue the purchase is a direct response to Google’s recent launch of its programmatic video marketplace Google Partner Select, the sum […]

Twitter has snatched up mobile native advertising provider Namo Media, adding technology to enhance exchange-based monetization for app developers. Terms of the acquisition were not disclosed, and Twitter declined to comment. Namo Media has roughly eight employees, and will merge its product into the MoPub platform. The company’s SDK helps mobile app developers integrate native advertising by […]