News Byte: Twitter Merges Mobile Marketing With MoPub

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Fast Facts: February 2014
Twitter expands mobile ad reach without adding users.

Twitter set mobile advertisers aflutter today. The social network announced that marketers will now be able to simultaneously place campaigns on mobile apps via Twitter and MoPub, the mobile ad exchange that Twitter acquired last year.

A new promotions suite will enable marketers to address campaigns to MoPub's billion-plus mobile device universe plus Twitter's 41 million users through a single interface at ads.twitter.com. Advertisers currently have to set up separate portals to achieve this.

In a blog published today, Twitter reported promising results with the new system from beta testers including Spotify, HotelTonight, Kabam, and Deezer. “Twitter has jumped to be our number one acquisition channel. We couldn't be happier with the results of the Beta,” said Rich Pleeth, VP of global marketing at GetTaxi, another beta partner.

From a business perspective, the integration of MoPub allows Twitter to expand reach for advertisers without having to grow its own user base.

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