Home  › Media › Mobile
Twitter Money

Twitter Acquires Mobile Ad Retargeting Company TapCommerce

  |  July 1, 2014   |  Comments

Twitter continues targeted advertising push with $100m purchase of New York-based mobile advertising technology firm.

Twitter has purchased TapCommerce, a firm that offers targeted adverts on mobile. Twitter paid a reported $100m, according to various sources including Bloomberg.

TapCommerce said in a statement on its website: "In addition to numerous other exchanges and networks, the TapCommerce platform is already deeply integrated with MoPub, Twitter's mobile-focused RTB ad exchange. We look forward to growing our role as an integral part of the Twitter Publisher Network.

"For our existing customers, your TapCommerce experience will not change. Being a part of the Twitter team will allow us to dedicate more resources to developing our product and expanding our services, so that you can continue to deliver even more value from your campaigns."

Twitter bought MoPub in 2013 as part of a drive in the direction of native advertising, sponsored tweets and real-time bidding for mobile ads. Just last week, MoPub unveiled a mediation function for native ad networks, which will enable the ad server to manage multiple native ad sources with a single software development kit.

Announcing the TapCommerce buy, Twitter discussed the improvements it has made to its advertising network since the MoPub purchase.

"Together with the TapCommerce team, Twitter will be able to offer mobile app marketers more robust capabilities for app re-engagement, tools and managed service solutions for real-time programmatic buying, and better measurement capabilities," it said.

"Combined with our other ad solutions, advertisers will be able to drive conversions and ROI with mobile consumers on and off of Twitter, across the full user lifecycle – from acquiring new users through app installs, to engaging existing users who already have the advertisers' apps on their device."

This article was originally published on V3.

SimilarWeb Search and traffic sourcing are both crucial to luring shoppers to your website. In this article, "2 Successful Holiday Strategies for Online Retail", you'll learn how to use a two-pronged approach for your holiday search campaigns that combine top keywords with the best referral sites. Data in this article comes from SimilarWeb.

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...