AppLovin acquires in-app header solution to bolster app developer platform

Anne Freier

In Mobile Advertising. September 7, 2018

AppLovin plans to bolster its ad offering by having just acquired an in-app header bidding solution called Max. The mobile gaming platform said it plans to accelerate business growth by offering app developers additional ad and marketing tools.

Max will continue to exist as Max by AppLovin and its functionalities will also be integrated into AppLovin’s own platform. Max’s in-app header bidding tools add an opportunity for buyers to bid simultaneously on publisher inventory with equal access for all buyers. For publishers, the integration means they can now maximise the value of their inventory.

“We are thrilled to join the AppLovin team, whose work I’ve followed and admired since the early days of mobile programmatic,” explained Jim Payne, co-founder of Max. “AppLovin has become a close and trusted partner for nearly every mobile gaming studio. We look forward to building a platform together that helps mobile game publishers of all sizes grow.”

Payne also joins AppLovin as strategic advisor, whilst Dan Sack, CEO of Max will become VP of platform at AppLovin.

“Max’s mission is to deliver effective header bidding technology to the market,” added Adam Foroughi, CEO and co-founder of AppLovin. “Their goal of facilitating an unbiased auction helps increase developer monetisation and that aligns nicely with our mission. Header bidding is extremely valuable to this industry, and we’re excited to develop the product together for the benefit of the entire mobile ecosystem.”

The announcement comes on the back of AppLovin’s mobile game division launch, Lion Studies and a funding round of $400 million.