Twitter just sold its mobile ad business for more than a billion dollars

Twitter has officially completed the sale of its mobile ads platform MoPub to AppLovin, netting the company a cool $ 1.05 billion.

MoPub helped Twitter generate around $ 190 million in revenue during 2020, but the company felt that having the platform was impacting its ability to execute in other areas, such as catering to SMBs and e-commerce, both of which are areas of strength for Meta (formerly Facebook). 

The deal was originally announced in October 2021.

Out with the old

“With the sale of MoPub completed, we continue to concentrate our efforts on enhancing ads across our platform,” Twitter GM of Revenue Products Bruce Falck said. “Our goal is to deliver faster growth in key areas and accelerate our product development.” 

At the time of the deal, AppLovin said that MoPub was being used by 45,000 apps to monetize, reaching 1.5 billion addressable users around the world. 

“Developers benefit from more features to help drive higher monetization opportunities and streamline workflows, leading to increased revenue for their businesses. We believe the power of this unified platform will be unparalleled in today’s market,” said AppLovin CEO Adam Foroughi. 

“We are excited to execute on this strategic acquisition with our sights set on operating the largest and most robust in-app advertising platform that enhances the growth of the broader mobile app ecosystem.”

According to Twitter, many MoPub features will sunset on March 31, 2022, although the MoPub Dashboard and Reporting will remain live until April 8, 2022. 

While Twitter has outsized influence, its finances are generally much weaker than its rivals, leading to an ambitious plan to double revenues to $ 7.5 billion per year (or more) by 2023. 

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AT&T has sold its online advertising platform to Microsoft

Microsoft has announced that it has entered a definitive agreement to acquire the online advertising and analytics firm Xandr from AT&T.

The agreement builds on a decade-long relationship between Xandr, its predecessor companies and the software giant for delivering digital media solutions for advertisers on a global scale. Through its data-enabled technology platform, Xandr provides tools which power a diverse ecosystem that connects marketers and media owners through first-party, data-led advertising solutions across its network.

President of web experiences at Microsoft, Mikhail Parakhin explained in a press release how its acquisition of Xandr will help shape the digital ad marketplace of the future, saying:

“With Xandr’s talent and technology, Microsoft can accelerate the delivery of its digital advertising and retail media solutions, shaping tomorrow’s digital ad marketplace into one that respects consumer privacy preferences, understands publishers’ relationships with consumers and helps advertisers meet their goals.”

Shaping the future of digital advertising

Microsoft and Xandr have a shared vision for the digital ad marketplace of the future as well as complementary strengths to empower the open web so that everyone can thrive and do so in a way that is consistent with the software giant's commitment to strong data governance and consumer privacy practices.

Through the acquisition, Microsoft will be able to accelerate the delivery of digital advertising solutions for the open web by combining its audience understanding, technology and global advertising customer base with Xandr's large-scale, data-driven platforms for advertising.

The company brings a number of advertising platforms to the table including its cross-screen, first-party data-centered buying platform Xandr Invest as well as its full funnel marketing offering Xandr Monetize.

By acquiring Xandr, Microsoft aims to become organizations' media partner of choice for the open web and we'll likely hear more on its plans for the digital ad marketplace of the future once the transaction officially closes following regulatory review.

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