Vungle

IAB Tech Lab Releases Agentic Mobile Open Standard

IAB Tech Lab published Agentic Mobile, an open-source (Apache 2.0) standard and GitHub-hosted specification that gives AI agents a standardized interface to discover, configure, and optimize mobile in‑app advertising workflows. Originally created by cloudx.ai and donated to IAB Tech Lab in June 2026, Agentic Mobile sits above OpenRTB and implements MCP (Model Context Protocol) and A2A (Agent2Agent) integrations with REST planned. Version 1 exposes supply-side tools for Inventory, Pricing and Reporting (covering SDK init/config, mediation, price floor rules, A/B experiment tooling and privacy constraints like ATT and SKAdNetwork). The standard aims to make mobile ad SDKs AI-accessible, enable multi-agent handoffs, and reduce bespoke integrations across AI platforms and publisher SDKs.

Liftoff Mobile IPO Raises $437M

Liftoff Mobile completed an initial public offering on Nasdaq on June 5, 2026, raising $437 million at a $23-per-share flotation price. The listing followed a pulled earlier attempt that targeted roughly $711 million at a $5.2 billion valuation. Liftoff reported strong Q1 results — $205.6 million revenue (up from $149 million year-over-year), $49.3 million net income and $120.1 million adjusted EBITDA (58% margin) — driven largely by its Cortex AI prediction model. The company highlights its merged demand-side/supply-side structure (from its merger with Vungle) as a competitive advantage. Market observers view the IPO as a barometer for public-market appetite for independent ad tech firms, noting both Liftoff’s profitability and ongoing risks from platform dependence, privacy changes and larger competitors.

Liftoff Prices IPO at $23, Raises $437M

Liftoff, a Blackstone-backed mobile app marketing and performance platform, priced its initial public offering at $23 per share on June 4, 2026, raising roughly $437 million and beginning trading under the ticker LFTO. The company had earlier paused a February IPO attempt that targeted $26–$30 per share and up to $762 million amid market volatility. Founded in 2012, Liftoff merged with mobile video ad network Vungle in 2021; General Atlantic is a minority investor. Liftoff positions its Cortex AI-powered platform as a core differentiator for optimizing mobile user acquisition and monetization, and COO Andre Tutundjian emphasized mobile and AI-driven monetization as long-term drivers rather than short-term stock performance.