According to the firm, MoPub generated $188 million in revenue in 2020 (5% of total revenue), which makes this sale equivalent to 5.3 times revenue. Twitter is trading at more than 7 times our 2022 revenue estimate, excluding MoPub.
Company’s Future Outlook
Twitter said it plans to focus more on providing advertising opportunities for direct response marketers in addition to small- and medium-sized businesses. We think that this deal was also partially driven by questions surrounding how Apple’s IDFA and user privacy policies will impact in-app advertising. However, Twitter had also stated that some of its app ad offerings were already integrated with Apple’s SKAdNetwork that helps track and measure ads. Without MoPub, we expect slightly lower top-line growth and less margin expansion, both of which will not have a material effect on our $58 fair value estimate for the firm.
Twitter’s initial investment in MoPub when it purchased the company in 2013 for only $350 million. However, cash received from this transaction likely will be offset by the $809.5 million charge that Twitter will recognize in the third quarter 2021 as the firm settled a case involving some of its investors who accused the firm of misleading them by providing lofty expectations of user count and engagement at an analyst day event in 2014. The event took place when Dick Costolo was at the helm at Twitter.
Company Profile
Twitter is an open distribution platform for and a conversational platform around short-form text (a maximum of 280 characters), image, and video content. Its users can create different social networks based on their interests, thereby creating an interest graph. Many prominent celebrities and public figures have Twitter accounts. Twitter generates revenue from advertising (90%) and licensing the user data that it compiles (10%).
Source: (Morningstar)
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