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: Twitter tunes ad targeting system

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

LinkedIn membership hits 300 million

1 hour ago

The career-focused social network LinkedIn announced Friday it has 300 million members, with more than half the total outside the United States.

Researchers uncover likely creator of Bitcoin

7 hours ago

The primary author of the celebrated Bitcoin paper, and therefore probable creator of Bitcoin, is most likely Nick Szabo, a blogger and former George Washington University law professor, according to students ...

White House updating online privacy policy

11 hours ago

A new Obama administration privacy policy out Friday explains how the government will gather the user data of online visitors to WhiteHouse.gov, mobile apps and social media sites. It also clarifies that ...

User comments : 0

More news stories

LinkedIn membership hits 300 million

The career-focused social network LinkedIn announced Friday it has 300 million members, with more than half the total outside the United States.

Researchers uncover likely creator of Bitcoin

The primary author of the celebrated Bitcoin paper, and therefore probable creator of Bitcoin, is most likely Nick Szabo, a blogger and former George Washington University law professor, according to students ...

Under some LED bulbs whites aren't 'whiter than white'

For years, companies have been adding whiteners to laundry detergent, paints, plastics, paper and fabrics to make whites look "whiter than white," but now, with a switch away from incandescent and fluorescent lighting, different ...

Magnitude-7.2 earthquake shakes Mexican capital

A powerful magnitude-7.2 earthquake shook central and southern Mexico on Friday, sending panicked people into the streets. Some walls cracked and fell, but there were no reports of major damage or casualties.

Plants with dormant seeds give rise to more species

Seeds that sprout as soon as they're planted may be good news for a garden. But wild plants need to be more careful. In the wild, a plant whose seeds sprouted at the first warm spell or rainy day would risk disaster. More ...

Researchers successfully clone adult human stem cells

(Phys.org) —An international team of researchers, led by Robert Lanza, of Advanced Cell Technology, has announced that they have performed the first successful cloning of adult human skin cells into stem ...