MoPub was a mobile ad server owned by Twitter since the September 2013 acquisition, acquired by AppLovin, and now part of the MAX mediation platform. MAX gives users a diverse set of auctions for supply.
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We've been attempting to make AppLovin Max perform the same way as MoPub had for us. The value we get from AppLovin Max differs from the ROI we get from other mediation platforms. We keep convincing ourselves that AppLovin Max will eventually function similarly to MoPub.
MoPub is focused only on in app inventory and their stronghold is on the US. They created their own mediation platform which gives them advantages over smaller SSPs that do not have their own ad tech stack. However, in order to continue improving they should focus more on APAC …
MoPub is an SSP that can help you explain the benefits (and hurdles) of programmatic advertising to the client and that is a big help in markets that are not very developed. Other exchanges are too big and they don't put a lot of focus on customer service but MoPub is different …