Twitter has purchased TapCommerce, a firm that offers targeted adverts on mobile systems. Twitter paid a reported $100m, according to various sources including Bloomberg.
TapCommerce said in a statement on its website: "In addition to numerous other exchanges and networks, the TapCommerce platform is already deeply integrated with MoPub, Twitter's mobile-focused RTB ad exchange. We look forward to growing our role as an integral part of the Twitter Publisher Network.
"For our existing customers, your TapCommerce experience will not change. Being a part of the Twitter team will allow us to dedicate more resources to developing our product and expanding our services, so that you can continue to deliver even more value from your campaigns."
Twitter bought MoPub in 2013 as part of a drive in the direction of advertising and sponsored tweets. That was during a time of increased investment from Twitter which also acquired Trendrr last August.
Announcing the TapCommerce buy, the Twitter discussed the improvements it has made to its advertising network since the MoPub purchase.
"Together with the TapCommerce team, Twitter will be able to offer mobile app marketers more robust capabilities for app re-engagement, tools and managed service solutions for real-time programmatic buying, and better measurement capabilities," it said.
"Combined with our other ad solutions, advertisers will be able to drive conversions and ROI with mobile consumers on and off of Twitter, across the full user lifecycle – from acquiring new users through app installs, to engaging existing users who already have the advertisers' apps on their device."
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