Twitter Acquires MoPub, The Mobile-Focused Advertising Exchange

In another hat tip to its impending 2014 IPO, Twitter has acquired MoPub, a hosted ad serving solution built specifically for mobile publishers.

The price? A cool $350 million in stock.

Twitter announced the purchase on its official blog, where they revealed that, as of right now at least, they plan to continue to invest in and improve MoPub’s core business.

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.

The MoPub team has built a leading mobile ad exchange, and their focus on providing transparency to advertisers and publishers aligns with our values. We’ll continue to invest in and improve their core business. In particular, we think there is a key opportunity to extend many types of native advertising across the mobile ecosystem through the MoPub exchange.

We also plan 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. 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.

Positioning itself in the rapidly-expanding (and already hugely lucrative) social mobile advertising space will be key for Twitter ahead of its IPO, and this acquisition should help nicely. Perhaps we’re finally getting closer to those “really cool”, “non-traditional” ads Twitter CEO Dick Costolo promised us back in 2011.

(Source: Twitter Blog.)

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