AppLovin acquires MAX to bring in-app header bidding to its network
We are excited to announce today that AppLovin has agreed to purchase MAX. This acquisition will bring MAX’s in-app header bidding functionality to the AppLovin platform. In short, header bidding provides a way for buyers to bid simultaneously on a publisher’s inventory, which allows equal access to all buyers and provides a way for publishers to maximize the value of their inventory.
MAX’s mission is to deliver effective header bidding technology to the market. Their goal of facilitating an unbiased auction helps increase developer monetization, 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.
AppLovin works with close to 90% of the top mobile gaming companies around the world and MAX’s in-app header bidding technology will provide AppLovin’s game developers a platform that gives them access to all buyers in the marketplace.
“We are thrilled to join the AppLovin team, whose work I’ve followed and admired for years,” said Jim Payne, founder and chairman at MAX. “We look forward to being a part of a platform that helps mobile game developers of all sizes grow.”
The acquisition will keep MAX a separate brand, but its header bidding technology will be integrated into the AppLovin platform and the company will be rebranded as “MAX by AppLovin.” Engineering teams from both AppLovin and MAX will work closely to integrate header bidding into the AppLovin platform, which will continue to support both MAX and AppLovin customers. We are prioritizing this integration and will share more news soon.