AdDuplex, an ad network specialized in monetizing Windows apps, has announced it will cease operations in mid-July. The company's CEO and founder, Alan Mendelevich, announced the closure on the company's blog. Founded in 2011, AdDuplex focused primarily on marketing and monetizing apps developed for Windows Phones. With the advent of Windows 10 and Universal Windows Platform (UWP) Apps, the company later expanded its operations to desktop apps.
Struggle Against a Shrinking Ecosystem
Mendelevich stated that after five years of constant optimization in a shrinking ecosystem, he has run out of both ideas and options. The decision to shut down was not made lightly, and it comes after more than five years of periodic optimizations, both technical and organizational, to keep the service alive while the industry and the community they were serving were shrinking.
Timeline for Winding Down
AdDuplex will stop serving ads from July 17, and access to the customer area will be deactivated from August 1. To minimize the impact on apps and games that use AdDuplex, placeholders will be displayed instead. This is expected to continue at least until the end of 2023. Developers are advised to react before then.
Farewell Message from the Founder
In his farewell message, Mendelevich expressed his gratitude to everyone who joined AdDuplex as a cross-promotion or advertising partner, everyone who supported them with media coverage or just good vibes, and everyone who collaborated with them at Microsoft, Nokia, and other companies in the Windows ecosystem. He hopes that AdDuplex made a positive impact on their businesses, careers, and hobbies, and expressed his hope to cross paths with them in the future.