With TapCommerce acquisition, Twitter beefs up its “outside Twitter” mobile ads network

Not only is Twitter investing in fully automated and targeted ad buying on its own platform, it’s continuing to build out its external advertising capabilities as well.

Twitter’s latest acquisition in this space is TapCommerce, a two-year-old startup that specializes in mobile retargeting and re-engagement advertising. Put simply, it tries to promote activity on the apps you’ve already downloaded, but aren’t really using a lot. It does this with”deep-linking” technology, which enables a user to download or engage with another app from inside the app they’re currently using.

“They continue the ad strategy we laid out with the MoPub acquisition,” said Richard Alfonsi, Twitter’s VP of global online sales speaking to speaking to AdAge. “This provides a super set of inventory in the mobile ecosystem.”

Twitter is only one of the 50,000 apps where TapCommerce was placing ads. Along with MoPub, the mobile ad exchange Twitter purchased in September last year, this gives Twitter the ability to act as an ad publisher on thousands of other apps and websites. From a revenue standpoint, it’s a smart move by. Not only is Twitter beefing up its own programmatic mobile advertising, but it’s now the middle man for everybody else’s mobile advertising too.

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