Quantcast

Twitter buys mobile advertising startup



SAN FRANCISCO – Twitter is moving deeper into mobile advertising with the purchase of MoPub, a startup focusing on mobile ad exchanges.

The acquisition announced late Monday was estimated to be worth some $350 million, according to the technology news site TechCrunch.

“MoPub’s technology lets mobile application publishers manage their inventory and optimize multiple sources of advertising — direct ads, house ads, ad network, and real-time bidding through the MoPub Marketplace,” Twitter’s Kevin Weil said in a blog post.

“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. Twitter sits at the intersection of these, and we think by bringing MoPub’s technology and team to Twitter, we can further drive these trends for the benefit of consumers, advertisers, and agencies.”

Weil said Twitter also plans to use MoPub’s technology “to build real-time bidding into the Twitter ads platform so our advertisers can more easily automate and scale their buys.”

Twitter earlier this year began to allow ads to be targeted at users based on the words written in tweets.

The fast-growing social network is expected to earn $582.8 million globally in ad revenue this year and nearly $1 billion next year, according to industry tracker eMarketer. It remains privately held, but a number of reports indicate the company may launch an initial public offering.









Recent Stories:

‘Heavy in our hearts’ 17 mins elapsed De Lima: Naia 3 was one of four bomb targets 30 mins elapsed Former Ilocos Norte Vice Governor Nalupta passes away 35 mins elapsed California Indian casinos drawing Filipino seniors like moths to flame 37 mins elapsed ‘Noli’ the musical gets standing ovation, raves in Los Angeles 39 mins elapsed Americans detained in N. Korea call for US help 43 mins elapsed Fiji: Syrian rebels issue demands for captives 48 mins elapsed Militant lawmakers call Aquino ‘fiscal dictator’ 56 mins elapsed
Complete stories on our Digital Edition newsstand for tablets, netbooks and mobile phones; 14-issue free trial. About to step out? Get breaking alerts on your mobile.phone. Text ON INQ BREAKING to 4467, for Globe, Smart and Sun subscribers in the Philippines.



Copyright © 2014, .
To subscribe to the Philippine Daily Inquirer newspaper in the Philippines, call +63 2 896-6000 for Metro Manila and Metro Cebu or email your subscription request here.
Factual errors? Contact the Philippine Daily Inquirer's day desk. Believe this article violates journalistic ethics? Contact the Inquirer's Reader's Advocate. Or write The Readers' Advocate:
c/o Philippine Daily Inquirer Chino Roces Avenue corner Yague and Mascardo Streets, Makati City, Metro Manila, Philippines Or fax nos. +63 2 8974793 to 94
Advertisement Advertisement
Advertisement
Marketplace