AppLovin sells its games business to become ad-only

AppLovin opened its self-serve ad platform to all advertisers after eight months of referral-only access that began in October 2025.

LaunchedGlobalAppLovin Ads4 months ago

AppLovin opens self-serve ads to any business, drops referral requirement

Any advertiser can now sign up for AppLovin Ads without a referral code, after AppLovin renamed its self-serve platform from Axon and opened it broadly.

Advertisers→AppLovin Ads

RenamedApp · Buying accessGlobalAppLovin Ads4 months ago

The MoPub platform, including network mediation, Advanced Bidding and Marketplace, sunset on March 31, 2022; AppLovin moved MoPub customers to AppLovin MAX.

MoPub→AppLovin Ads

Shut downProgrammatic · Market exitGlobalAppLovin Ads5 years ago

AppLovin closed its purchase of MoPub from Twitter for $1.05 billion in cash.

MoPub→AppLovin

AcquisitionApp · AcquisitionGlobalAppLovin Ads5 years ago

AppLovin announced its acquisition of mobile games company Machine Zone on 14 May 2020.

AppLovin→Machine Zone

AcquisitionApp · AcquisitionGlobalAppLovin Ads6 years ago