Official line
MoPub sold to AppLovin.
X (Twitter) · Advertising · Product
MoPub
Discontinued
2010–2021 · 11 years in market
Launched
Jan 1, 2010
Discontinued
Jan 1, 2021
Cause of death
Acquired, then shut down
Evidence
Unsourced
What was it?
A mobile ad exchange Twitter bought, then sold to AppLovin as it retreated from ad infra.
Why it died
Editorial reading
Twitter wanted to be a consumer app, not an ad server for other people’s games.
Founder takeaway
If ad tech is not the company, it will be a sale. Customers should have a backup SSP on day one.
Sources
Unsourced — editorial reading
No primary source is attached yet. Treat the interpretation as editorial, not a citation.
Related graves
Same company, category, or cause of death.
X (Twitter)
RIP
Crashlytics (Twitter era)
2011–2017 · 6 yrs
The crash reporter Twitter owned via Crashlytics/Fabric, then sold. Still alive — just not at X.
Developer Tools/Acquired, then shut down+40
X (Twitter)
RIP
Periscope
2015–2021 · 6 yrs
Livestreaming before it was a button in every app. Acquired, integrated, then starved.
Video/Acquired, then shut down+30
X (Twitter)
RIP
Fabric
2014–2017 · 3 yrs
Twitter’s mobile developer platform (Crashlytics, Answers, Digits). Sold to Google, absorbed into Firebase.
Developer Tools/Acquired, then shut down+20
X (Twitter)
RIP
Digits
2014–2017 · 3 yrs
Phone-number auth for apps, part of Fabric. Sold to Google and retired.
Developer Tools/Acquired, then shut down+17