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AppLovin MAX

AppLovin MAX
Formerly MoPub


What is AppLovin MAX?

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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TrustRadius Insights

MoPub is a versatile platform that offers numerous use cases for integrating advertising and monetization in both websites and mobile …
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What is AppLovin MAX?

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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  • Free/Freemium Version
  • Premium Consulting/Integration Services

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Product Demos

How to calculate LTV using Applovin MAX API

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Product Details

What is AppLovin MAX?

MAX, a mediation solution, is a real-time auction platform that enables users to bid for mobile ad impressions. It includes a selection of bidders and networks and AppLovin's premium demand sources: AppDiscovery and the AppLovin Exchange (ALX), MAX gives publishers what the vendor presents as a competitive and diverse set of programmatic auctions for in-app real estate, alongside an additional 360-growth solution for driving incremental revenue growth via UA efforts. MAX boasts users among 100,000 apps to grow their mobile adoption.

AppLovin MAX Features

  • Supported: Maximize Revenue & Scale
  • Supported: Testing & Reporting Tools
  • Supported: Waterfall Management
  • Supported: Brand Safety Tools

AppLovin MAX Screenshots

Screenshot of the Main ScreenScreenshot of Waterfall PreviewScreenshot of the MAX A/B Test feature, used to test real-time data to test and measure the impact of any change to the waterfall configuration.Screenshot of the Ad ReviewScreenshot of the Network Comparison report.Screenshot of the MAX Cohort Report.

AppLovin MAX Video

A quick introduction to MAX.

AppLovin MAX Competitors

AppLovin MAX Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo
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Reviews and Ratings


Community Insights

TrustRadius Insights are summaries of user sentiment data from TrustRadius reviews and, when necessary, 3rd-party data sources. Have feedback on this content? Let us know!

MoPub is a versatile platform that offers numerous use cases for integrating advertising and monetization in both websites and mobile apps. Users have found MoPub to be highly effective in improving the user experience of their websites, as it allows them to easily integrate relevant ads and interact with visitors. Additionally, MoPub provides valuable insights and metrics to measure the effectiveness of the content, helping users optimize their advertising strategies. According to customers, one of the standout features of MoPub is its role as an ad server in mobile apps, providing a significant revenue stream through the demand marketplace. This allows developers to monetize their apps while ensuring a seamless and non-intrusive user experience. The software also enables effective ad targeting, helping marketers reach a relevant audience and maximize their revenue potential. Furthermore, MoPub facilitates app retargeting and more focused marketing efforts, allowing businesses to engage with users who have shown interest in their products or services. Overall, MoPub has proven to be a valuable tool for website monetization, traffic expansion, budget optimization, ad retargeting, and creating standout ads. Its scalability and integration with demand-side platforms make it a go-to solution for running programmatic campaigns and accessing mobile ad inventory. Whether it's applying detailed location targeting or expanding brand presence on a large scale, marketers have found MoPub to be a reliable partner in the programmatic space.

Easy to use and valuable: Users find the extension to manage blogs on the monetizing platform easy to use and highly valuable for adding value to their content. Several reviewers have stated that the user interface of MoPub is very intuitive, making it simple to navigate and utilize its features. Additionally, users appreciate how the SAAS nature of the platform allows them to access it easily from anywhere.

Great value for money: Many users describe MoPub as providing great value for money when it comes to ad publishing for mobile apps. They particularly highlight its ability to leverage ad banners and integrate with marketplace platforms, which helps them maximize their revenue while keeping costs low. The concept of MoPub as a convenient app monetization application is highly praised by multiple reviewers.

Highly praised transparency: The transparency offered by MoPub is highly valued by users, who appreciate being able to control their users' experience and maximize their income through the platform. Multiple reviewers have mentioned how they find this aspect of MoPub extremely useful in managing their campaigns effectively.

Freezing and Software Issues: Many users have experienced freezing and software not working properly due to unoptimized processes, negatively impacting their experience with MoPub. These issues need to be addressed in order to improve the performance and reliability of the software.

Slow Technical Support: Users have found technical support from MoPub to be slow, causing delays in effectively using the software. Improving the responsiveness of the technical support team would greatly enhance user satisfaction.

Lack of Trial Version: The absence of a trial version has been mentioned by users, which could help with spreading awareness about the software. Introducing a trial version would allow potential customers to test the features and functionality before making a purchasing decision.

Users have made several recommendations based on their experiences with MoPub. The three most common recommendations are as follows:

  1. Running a demo with key stakeholders: Users recommend running a demo with key stakeholders before implementing MoPub. This allows for a better understanding of the platform and its features, and helps ensure that it meets the specific needs of the business or app.

  2. Running a proof of concept (POC): Another common recommendation is to run a proof of concept (POC) before deciding on MoPub. This allows users to test the platform's capabilities and performance in a controlled environment, helping them make an informed decision about whether or not to proceed with its implementation.

  3. Leveraging all ad formats: Many users have found MoPub to be helpful in leveraging all ad formats. This allows for more flexibility and customization in creating standout ads and reaching the desired audience.

Overall, users highly recommend MoPub for app monetization and find the technology behind it to be great. However, there are also some concerns about aspects such as header bidding and the user interface (UI), which could be areas for improvement.

Attribute Ratings


(1-3 of 3)
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Score 5 out of 10
Vetted Review
Verified User
We used MoPub before AppLovin Max. On the programmatic side of things, it worked perfectly for all of our apps. MoPub/AppLovin Max is used by the monetization team. We're using them to execute programmatically, which is helping us scale our ad revenues. Among all of our mediation platforms, AppLovin Max is the main source of our ad revenues.
  • Lightweight SDK with waterfall setup
  • Large support for every ad format possible
  • Great display of analytics
  • Amazing support team
  • Their take on ad monetization is one size fits all. They should consider treating every app differently instead of treating all apps as gaming apps.
  • eCPM are not comparable to what we were getting from MoPub
  • Not as many levers for the monetization team to pull as we had with MoPub
They have the lowest eCPM of any network. We're using them based on their team's advice, thus their eCPM isn't quite as high as their benchmarks. Since MoPub was retired, we have not seen the same eCPMs as previously, particularly in the US, which was their primary market.
  • A/B testing - experiment with ad formats
  • Growth support
  • Automation on in-app bidding
  • CPMs are very low compared to other mediation partners which has caused a negative impact on our revenue
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.
Gabriela Band | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
MoPub is being used by the online operations account management team. We are using them to run programmatic campaigns and it is helping us scale our campaigns with quality and being able to reach more users and complete our budgets. They are one of our key partners for the programmatic space.
  • Easy to use platfrom. You can set up QPS management system on your own.
  • They have MoPub Analytics to get inventory stats.
  • Their AM team is very supportive.
  • Their take rate is not transparent, its unclear the margin percentage.
  • Not a lot of premium publishers on the platfrom, mostly gaming.
  • Discrepancies keep arising between impressions served and billing numbers.
MoPub is perfect for US in app campaigns. They are able to offer inventory worldwide, but clearly the US is their home turf and the place where they feel most comfortable. They work well for performance campaigns, but I would not use them for branding purposes. They are very responsive and keep improving their product offering to stay competitive.
  • CPMs are low, CPC are low as well and that increases margin.
  • Take rates are high, reducing ROI
  • It has given us a lot of reach, thus allowing us to complete and deliver existing budgets and win more budgets.
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 and other regions to match Smaato´s offerings.
MoPub's support is really good. Their team is knowledgeable on their product and the programmatic ecosystem in general and they are very helpful. The only 2 things that I would point out would be that their response times are not very fast and that there is a lot of rotation on the account management team.
August 29, 2019

SSP that has your back

Score 8 out of 10
Vetted Review
Verified User
We integrate with MoPub via one of our DSPs. We are using them for the mobile in-app campaigns as that is their strong suit. They have very vast traffic and specifically they have a great variety of publisher verticals as it is not too gaming-focused like many other exchanges. They are very strong in the Latam region and not so much in EMEA.
  • Vast network of publishers, from different verticals
  • Low CPMs which translate into good CPAs
  • Great support team, always eager to help
  • Not a lot of inventory in the EMEA region.
  • Not a lot of high impact formats. Mainly banners and not a lot of interstitials and videos.
  • Reporting tools not very advanced. You can't get a lot of granular details from the tool.
MoPub is very well suited for in-app performance campaigns. They have cheap publishers that are not very well known, so not suitable for branding. I would say their worldwide coverage is very good. They are big in APAC, although they could improve in EMEA. They provide a lot of support material so it is good for advertisers that are new to programmatic and need to learn about it.
  • CPMs are low, which translate into good CPAs and more budgets.
  • Possibility of rebate programs for big volumes can also increase ROI.
  • Lack of clarity on billing numbers reduces profitability for a few months.
MoPub is a great SSP. It is a trusted partner that can help you scale campaigns as well as educate the client about the benefits of programmatic advertising. They have a lot of inventory and a great support team. I wouldn't say they are perfect because reporting is not very good and some billing issues are not as transparent as they should be.
Their support team is very good. They are very knowledgeable and know about their products and the programmatic market as a whole. They are not the fastest team in customer support, but they make it up in service. They are willing to do marketing initiatives to evangelize programmatic among advertisers and that is a big plus for a strategic partner.
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 and that is very important for us.
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