Twitter acquires mobile ad retargeting platform TapCommerce

Twitter acquires mobile ad retargeting platform TapCommerce

In a move to provide better experience to the advertisers, Twitter has announced the acquisition of TapCommerce. As a platform for mobile retargeting and re-engagement advertising, TapCommerce will help the micro-blogging network in providing enhance capabilities for mobile app promotions.

 

Twitter acquires TapCommerce

Twitter adds TapCommerce to widen its mobile marketing

In a blog post, Twitter said that it will use TapCommerce resources for providing mobile ad capabilities such as app re-engagement, tools and managed service solutions to give advertises real-time programmatic buying and better measurement capabilities.

The new and improved capabilities will enable advertisers on the micro-blogging network “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.”

New York-based TapCommerce processes over 15 billion targeted ad impression bids each day and reaches across 50,000 apps worldwide. The addition of the startup mobile ad firm is a part of Twitter’s strategy to widen its mobile marketing.

TapCommerce co-founder Brian Long said that the startup will work with Twitter-owned MoPub, the mobile-focused RTB ad exchange platform, to be an integral part of the Twitter Publisher Network. However, the existing users will remain have the same experience as before.

Categories: Internet