Twitter revealed late Monday afternoon that it has purchased mobile ad retargeting company Tapcommerce. The San Francisco-based social media giant didn't disclose the price of the transaction, but Re/code reports the deal was worth roughly $100 million.
In a blog post, Twitter vp of global sales Richard Alfonsi suggested the acquisition would boost the company's mobile ad abilities—particularly building on the momentum his team has built since acquiring MoPub in September 2013. And more specifically, it's probably looking to augment its mobile app install promos that were rolled out today for all marketers.
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