Dive Summary:
- Although terms of the deal were not immediately disclosed, social media giant Twitter has purchased mobile advertising firm MoPub, based on information published from Internet Retailer.
- Twitter plans to use the new service to offer real-time bidding on digital ad space between marketers and mobile app developers.
- The two major trends in the ad world right now are the rapid consumer shift toward mobile usage and the industry shift to programmatic buying,” says Kevin Weil, Vice President of Twitter.
From the article:
“Twitter sits at the intersection of these and we think by bringing MoPub’s technology and team to Twitter, we can further drive these trends for the benefit of consumers, advertisers and agencies.” The microblogging service could generate $308.03 million worldwide in mobile advertising revenue this year, according to research firm eMarketer Inc. That’s roughly 1.85% of the worldwide market for mobile ads.
