Jump to content

Twitter's acquisition of TapCommerce signals another bid for mobile revenue


Recommended Posts

http://cdn.mos.techradar.com/art/TRBCNews/Twitter/dickcostolo-470-75.jpg

Twitter has agreed to acquire mobile advertising startup TapCommerce for just under $100 million (around £58 million, AU$105 million), the company confirmed in a statement. TapCommerce specializes in mobile retargeting and re-engagement advertising - two technologies Twitter hopes will enable it to increase mobile revenue.

With TapCommerce, Twitter hopes to provide advertisers with technology that can improve the social network's app re-engagement, real-time programmatic buying, and measurement capabilities. Twitter says it believes the addition will help it to provide advertisers with a way to acquire new users through app installs, to engage existing users, and to provide more relevant ads to consumers.

Since its launch in 2012, TapCommerce built a solution that processes more than 15 billion targeted ad impression bids each day, across 50,000 apps worldwide. TapCommerce had generated more than $11.7 million (around £6.8 million, AU$12.3 million) in funding from investors Bain Capital Ventures, Eniac Ventures, Metamorphic Ventures, Nextview Ventures, and RRE Ventures.

Monetizing Twitter

The social networking company named Anthony Noto the company's Chief Financial Officer. Noto helped lead Twitter's IPO when he served as the co-head of Goldman Sachs' Technology, Media and Telecom Investment Banking group. Current Twitter CFO current, Mike Gupta, will be transitioned to a new role as SVP in charge of strategic investments.

This week, Twitter announced it would roll out mobile app promotions that will appear as normal tweets and include a link escorting users directly to the Google Play or iTunes App store.

Last September, Twitter acquired MoPub, a mobile advertising network, for more than $300 million (around £174 million, AU$315 million).

http://rss.feedsportal.com/c/669/f/415085/s/3c10b049/sc/5/mf.gif
http://feeds.feedburner.com/~r/techradar/software-news/~4/Ve2BoohYlWo
Link to comment
Share on other sites

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

×
×
  • Create New...