Twitter has recently announced that it is acquiring TapCommerce, the New York based mobile re-targeting and re-engagement advertising company. The deal, which was worth a reported $100 Million, made the announcement as part of their launch of the mobile app promotion suite.
This is the latest acquisition for Twitter related to their advertisement offerings. Last year they purchased MoPub, and more recently they bought out Namo Media. It is no secret that Twitter had been struggling to bring their advertisement revenue up to please investors, and they are clearly working hard to do just that.
Twitter’s Vice President of Global Online sales, Ricard Alfonsi, wrote in a blog post about the deal, “Advertisers spend aggressively to get new users, but re-activating existing or previous users can provide just as attractive a return on investment. Programmatic buying is increasingly the method of choice for advertisers and brands who want to buy in mobile, because it allows for more granular targeting and messaging.”
He went on to write, “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. 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. And if you’re an everyday mobile user, we expect this will mean better and more relevant ads in the apps you use.”
TapCommerce is already a leader in this industry, working in multiple exchanges and providing retargeting to over 50,000 apps.
You can read the full blog post from Twitter on this acquisition HERE
