News Byte: Twitter to Buy MoPub and Sell Mobile Ads

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Twitter's Kevin Weil
Twitter's Kevin Weil

Twitter VP of Product for Revenue Kevin Weil announced in a blog yesterday that the company would acquire mobile ad exchange MoPub to aid app publishers in selling ads.

“MoPub's technology lets mobile app publishers…optimize multiple sources of advertising—direct ads, house ads, ad network, and real-time bidding in a single product,” Weil wrote.

The acquisition signals Twitter's eagerness to compete with AOL, Facebook, and Google as a full-service provider of both mass and direct marketing vehicles. "This could make significant waves in how advertisers decide to allocate their budgets," said Marc Poirier, cofounder and EVP of business development at Acquisio, a multichannel media platform."Quality mobile ad inventory is in high demand and Twitter would arguably be one of the top-three sources for such traffic after Google and Facebook.”

Weil stressed that the move fits with Twitter's mission to present relevant marketing to users. “We plan to use MoPub's technology to build real-time bidding into the Twitter ads platform so our advertisers can more easily automate and scale their buys,” Weil wrote. “Our approach is to show an ad when we think it will be useful or interesting to a user, and that isn't changing.”

The announcement came less than two weeks after Twitter acquired Trendrr, a company that tracks real-time social data tied to television.

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