AppLovin acquires MAX Inc to provide equal access to its mobile games inventory

Mobile gaming platform, AppLovin, has agreed to acquire MAX Inc. an in-app header bidding solution, for an undisclosed amount. Its in-app header bidding functionality provides a way for buyers to bid simultaneously on a publisher’s inventory, allowing equal access for all buyers and a way for publishers to maximize the value of their inventory.

MAX (renamed MAX by AppLovin) will be integrated into the AppLovin platform, giving all media buyers access all of AppLovin’s inventory. AppLovin works with close to 90% of the top mobile gaming companies from around the world, and MAX’s in-app header bidding technology will bring AppLovin’s game developers a platform that gives them access to all buyers in the marketplace.

MAX founder and Chairman Jim Payne, who previously co-founded MoPub and led it through its acquisition by Twitter, will be named a strategic advisor at AppLovin, and MAX CEO Dan Sack, who was an early employee at MoPub, will be Vice President of Platform at AppLovin.

MAX’s 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.

Adam Foroughi, CEO and co-founder of AppLovin

The news comes on the heels of AppLovin’s strong growth this year with the recent announcement of its mobile gaming division, Lion Studios, as well as the closing of a $400 million investment from KKR.