 "Twitter picks up mobile advertising exchange MoPub")
Facebook may have made mobile its domain as far as revenue generation is concerned, but that does not mean Twitter is far behind. The micro-blogging service has snagged MoPub, a startup that helps mobile publishers with their ad inventory, to bolster its own mobile advertising efforts.
“The two major trends in the ad world right now are the rapid consumer shift toward mobile usage, and the industry shift to programmatic buying,” explains Kevin Weil, Twitter’s VP of Revenue Product. “Twitter sits at the intersection of these, and we think by bringing MoPub’s technology and team to Twitter, we can further drive these trends for the benefit of consumers, advertisers, and agencies,” he wrote in a blog post, announcing the acquisition.
One more company in the kitty
MoPub was founded three years ago and worked as a mobile-focused advertising exchange. It lets mobile app publishers manage their inventory and optimise multiple sources of advertising, like direct ads, house ads, ad network and real-time bidding, through a single product. Twitter will be looking to invest and improve MoPub’s core business, thanks to the opportunity it could provide for native advertising across the mobile ecosystem. While the companies are mum on the money exchanged for this deal, TechCrunch says that the acquisition was sealed for a $350 amount.
Weil also wrote that Twitter planned to use MoPub’s technology to build real-time bidding into the Twitter ads platform so that its advertisers can more easily automate and scale their buys. “We’ll maintain the same high quality standards that define our platform today. Our approach is to show an ad when we think it will be useful or interesting to a user, and that isn’t changing,” he wrote.
Late last month, Twitter added one more startup to its kitty when it acquired social data company Trendrr. The acquisition was made in all probability to help Twitter beef up its own analytics product and help strengthen ties with the entertainment industry.
With Twitter’s rumoured IPO drawing closer, it seems to be picky in terms of acquiring companies and putting their technology to use in its own service. Slow and steady wins the race, we guess!
 "Russian drones over Poland: Trump’s tepid reaction a wake-up call for Nato?")
 "As Russia pushes east, Ukraine faces mounting pressure to defend its heartland")
 "Why Mossad was not on board with Israel’s strike on Hamas in Qatar")
 "Turkey: Erdogan's police arrest opposition mayor Hasan Mutlu, dozens officials in corruption probe")
 "Russian drones over Poland: Trump’s tepid reaction a wake-up call for Nato?")
 "As Russia pushes east, Ukraine faces mounting pressure to defend its heartland")
 "Why Mossad was not on board with Israel’s strike on Hamas in Qatar")
 "Turkey: Erdogan's police arrest opposition mayor Hasan Mutlu, dozens officials in corruption probe")
