Twitter has acquired MoPub, a startup that helps mobile publishers manage ad inventory, for US$350 million in stock, outbidding other bidders such as Millennial Media.
The acquisition comes as the company aims increase its mobile advertising efforts.
While both Twitter and MoPub have confirmed the deal, they declined to comment on the price. The deal is a vital one for Twitter, which has been focusing lately on revenue generation, particularly by featuring advertising all over its platform via ad retargeting services, promoted Tweets and other methods.
Under the new ownership, MoPub will continue working with other publishers, paving the way for new possibilities for Twitter to grow its own place in the mobile advertising world. Based on eMarketer statistics, Twitter’s mobile platform made more money from running advertising last year compared to its desktop product.
However, it is unclear if Twitter will become the sole customer of MoPub’s technology or if it will only be used by Twitter to branch out to other sites. MoPub works with various publishers to enable them to maximise performance and sales on mobile ad inventory.
Nevertheless, Twitter revealed that it plans to “continue to invest in and improve” the “core business” of MoPub.
“We also plan 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,” said Kevin Weil, Twitter’s ad head.
“Our approach is to show an ad when we think it will be useful or interesting to a user, and that isn’t changing.”