Twitter Acquires Mobile Ad Exchange MoPub

Pushes microblogging platform into programmatic race

Google's got an ad exchange. So does Facebook. Twitter is said to be working on one too. But in the meantime, the company has just purchased MoPub, a burgeoning mobile ad exchange business. 

Terms of the deal were not disclosed.

MoPub has built an ad exchange through which mobile publishers and app developers can sell ads, and mobile advertisers can purchase ads in real time. The move by Twitter underscores the growing importance of mobile advertising for the company, and perhaps signals a desire to play in the 'ad tech stack' battle being waged by Google, AOL and others. 

"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," wrote Twitter's vp revenue, product, Kevin Weil, in a blog post.

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