Twitter is adding new technology to further drive the company's mission when it comes to advertising. The microblogging site announced on Monday the acquisition of MoPub, a startup that helps clients monitor their mobile advertisements. In addition to monitoring ad inventory, MoPub also offers a mobile advertising exchange which Twitter says it will use "to build real-time bidding into the Twitter ads platform."
The acquisition comes at a time when Twitter is looking to bolster revenue streams in preparation for a possible IPO. Mobile ads have been a key source of income for Twitter in the last 18 months — the Wall Street Journal reported last summer that ads on mobile were generating more revenue for the site than desktop ads.
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Twitter says that the acquisition will help them to further develop the native advertising ecosystem. (Native ads are advertisements that "blend in" with their environment, as opposed to banner or ads on the left or right rail. In this case, a native ad would come in the form of a tweet.)
The acquisition will not change the way Twitter decides which ads to display on mobile, wrote Kevin Weil, VP of revenue and product, on the company's blog. "We’ll maintain the same high quality standards that define our platform today. Our approach is to show an ad when we think it will be useful or interesting to a user, and that isn’t changing."
Twitter declined to comment through a spokesperson on the financial terms of the deal, butTechCrunch reported that Twitter paid $350 million in stock to acquire the San Francisco-based startup. Twitter President of Global Revenue, Adam Bain, tweeted that MoPub CEO Jim Payne will join Twitter as the VP of exchange.
Image: William Hook/Flickr
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