Twitter Acquires Mobile Retargeting Leader TapCommerce

Twitter has acquired TapCommerce, a leader in mobile retargeting and re-engagement advertising. Since buying mobile ad serving platform MoPub last September, Twitter has made several moves to firmly establish its presence in the mobile advertising space, including the launch of native ads, a mobile app promotion suite and a partnership with Omnicom. The TapCommerce buyout is the latest part of Twitter's vision, which aims to show how "advertising across the mobile ecosystem can work better for marketers, app developers, and users." Says Twitter: Consumers are starting to use their phones not just to install and use apps, but for making purchases of both virtual and real-world products and services. Advertisers spend aggressively to get new users, but re-activating existing or previous users can provide just as attractive a return on investment. Programmatic buying is increasingly the method of choice for advertisers and brands who want to buy in mobile, because it allows for more granular targeting and messaging. Together with the TapCommerce team, Twitter will be able to offer mobile app marketers more robust capabilities for app re-engagement, tools and managed service solutions for real-time programmatic buying, and better measurement capabilities. Combined with our other ad solutions, advertisers will be able to drive conversions and ROI with mobile consumers on and off of Twitter, across the full user lifecycle — from acquiring new users through app installs, to engaging existing users who already have the advertisers’ apps on their device. And if you’re an everyday mobile user, we expect this will mean better and more relevant ads in the apps you use. TapCommerce writes about the acquisition on their blog. Our team built our app retargeting technology from the ground-up exclusively for mobile, and our demand-side platform now processes over 15 billion targeted ad impression bids each day, across 50,000 apps worldwide. Our focus on creating engaging brand experiences for mobile consumers aligns perfectly with Twitter’s product and core values, making TapCommerce a natural fit in Twitter’s expanding mobile advertising stack. In addition to numerous other exchanges and networks, the TapCommerce platform is already deeply integrated with MoPub, Twitter’s mobile-focused RTB ad exchange. We look forward to growing our role as an integral part of the Twitter Publisher Network. (Source: Twitter.)

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Twitter Acquires Mobile Retargeting Leader TapCommerce

Shea Bennett

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