Emerging TechnologyMobileTwitter Acquires Mobile Ad Retargeting Company TapCommerce

Twitter Acquires Mobile Ad Retargeting Company TapCommerce

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.

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