Why Twitter (TWTR) Is Selling MoPub To AppLovin (APP) For $1.05 Billion

By Amit Chowdhry ● Oct 9, 2021
  • Twitter Inc (NYSE: TWTR) is selling MoPub to AppLovin Corporation (NASDAQ: APP) for $1.05 billion. This is why.

Twitter Inc (NYSE: TWTR) announced recently that it has entered into a definitive agreement to sell MoPub to AppLovin Corporation (NASDAQ: APP) for $1.05 billion in cash.

The deal will enable Twitter to accelerate the development of owned and operated revenue products and drive growth across key areas for the service including performance-based advertising, small and medium-sized business (SMB) offerings, and commerce initiatives. And Twitter believes AppLovin is well-positioned to grow and evolve MoPub’s network of customers in the rapidly changing in-app industry.

Last year, MoPub generated approximately $188 million in annual revenue — which was reported in Data Licensing and Other. And the company will provide additional details regarding the estimated future financial impact when it reports financial results for the third quarter on October 26, 2021, after market close.

Under the terms of the deal, Twitter will provide certain services to AppLovin for a period of time post-close to enable an orderly transition for publishers and advertisers. And the deal, which was unanimously approved by the Twitter Board of Directors, is expected to close in the coming months, subject to customary closing conditions, including receipt of regulatory approval.


“This transaction increases our focus and demonstrates confidence in our revenue product roadmap, accelerating our ability to invest in the core products that position Twitter for long-term growth and best serve the public conversation. We thank the incredible teams and customers who have contributed to making MoPub a success within Twitter over the years.”

— Jack Dorsey, Twitter CEO

“The sale of MoPub positions us to concentrate more of our efforts on the massive potential for ads on our website and in our apps. We plan to accelerate product development and replenish the near term revenue loss, with the goal of improving our time to market to deliver on our previously stated goal of at least doubling total annual revenue from $3.7 billion in 2020 to $7.5 billion or more in 2023.”

— Ned Segal, Twitter CFO

“The sale of MoPub is all about increased focus, redirecting our resources and delivering faster growth in a number of key areas including performance-based ads, SMB and commerce. We’re confident AppLovin will be a great home for MoPub as they will further invest in the business, driving strong monetization for publishers and their customers.”

— Bruce Falck, Twitter Revenue Product Lead