Ad Exchange Coming to a Tweet Near You
If you missed it when Twitter announced the acquisition, here’s an interesting newsbit for you: MoPub, a mobile-focused advertising exchange platform, is joining Twitter to power a series of innovations, including an upcoming real-time bidding tool, to be included into the Twitter ads platform.
With MoPub, Twitter mobile application publishers manage their inventory and optimize multiple sources of advertising from a single platform. Although there are plans to integrate MoPub technology into Twitter ad platform, the company will maintain MoPub’s existing business and client database:
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.
Twitter paid circa $300 million in stock for MoPub. The deal follows other strategic acquisitions, including the acquisition of social TV analytics startup Trendrr two weeks ago.