Twitter Buys Mobile DSP CrossInstall as It Prioritizes Performance Ads

The company is supposed to increase MoPub's value to mobile app developers


Twitter is stepping up its performance advertising game with the acquisition of CrossInstall, a mobile-focused DSP.

CrossInstall, founded in 2012, helps app developers drive user acquisition and offers interactive creative units, such as playable ads.

“The combination of CrossInstall and Twitter will highlight Twitter’s commitment to performance advertising. Together, we’ll be working to expand Twitter’s reach into all areas of app install and performance advertising while increasing the value that MoPub [a Twitter-owned monetization platform] offers to mobile app developers.

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