Twitter buys mobile advertising startup

Sep 10, 2013
Twitter is moving deeper into mobile advertising with the purchase of MoPub, a startup focusing on mobile ad exchanges.

Twitter is moving deeper into mobile advertising with the purchase of MoPub, a startup focusing on mobile ad exchanges.

The acquisition announced late Monday was estimated to be worth some $350 million, according to the technology TechCrunch.

"MoPub's technology lets publishers manage their inventory and optimize multiple sources of advertising—direct ads, house ads, ad network, and real-time bidding through the MoPub Marketplace," Twitter's Kevin Weil said in a blog post.

"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. 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."

Weil said Twitter also plans 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."

Twitter earlier this year began to allow ads to be targeted at users based on the words written in tweets.

The fast-growing social network is expected to earn $582.8 million globally in ad revenue this year and nearly $1 billion next year, according to industry tracker eMarketer. It remains privately held, but a number of reports indicate the company may launch an .

Explore further: Startups offer banking for smartphone users

add to favorites email to friend print save as pdf

Related Stories

Twitter tunes ad targeting system

Jul 03, 2013

Twitter on Wednesday said it will begin letting businesses target marketing messages to people who have shown interests in what they have to offer.

Twitter makes ad campaigns easier

Feb 20, 2013

Twitter on Wednesday made it easier to run ad campaigns using tweeted messages in a move that promised to ramp up the company's money-making potential and prospects for a stock market debut.

New Facebook, Twitter ads boost mobile revenues

Dec 18, 2012

New ad products from Facebook and Twitter have given US mobile advertising a boost, bringing revenues for the sector to more than $4 billion this year, a research firm said Monday.

Recommended for you

Startups offer banking for smartphone users

3 hours ago

The latest banks are small enough to fit in the palm of your hand. Startups, such as Moven and Simple, offer banking that's designed specifically for smartphones, enabling users to track their spending on the go. Some things ...

'SwaziLeaks' looks to shake up jet-setting monarchy

Aug 29, 2014

As WikiLeaks founder Julian Assange prepares to end a two-year forced stay at Ecuador's London embassy, he may take comfort in knowing he inspired resistance to secrecy in places as far away as Swaziland.

Ecuador heralds digital currency plans (Update)

Aug 29, 2014

Ecuador is planning to create what it calls the world's first digital currency issued by a central bank, which some analysts believe could be a first step toward abandoning the country's existing currency, ...

WEF unveils 'crowdsourcing' push on how to run the Web

Aug 28, 2014

The World Economic Forum unveiled a project on Thursday aimed at connecting governments, businesses, academia, technicians and civil society worldwide to brainstorm the best ways to govern the Internet.

User comments : 0