Twitter Taps Mobile Retargeting Firm TapCommerce as Its Latest Acquisition

Friday, July 4, 2014

On the heels of its announcement that has taken its new mobile app promotion platform out of beta, Twitter has announced that it has purchased TapCommerce, which provides mobile retargeting and re-engagement advertising. The deal is reportedly worth around $100 million.

This continues Twitter’s move to expand its mobile app marketing relevance, following its purchase of MoPub last September. Since then it has created the Twitter Publisher Network for programmatic native advertising; acquired Namo Media to increase the sophistication of its native ad capabilities, and introduced mediation for native ad networks.

According to Twitter:

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 enables real-time programmatic mobile ad buying across multiple exchanges reaching over 50,000 apps, and this announcement doesn’t change that — they’ll continue to offer cross-exchange buying access, partner support, and API availability to deliver scale to their advertising clients. By the same token, MoPub will continue to work with multiple demand partners through the MoPub Marketplace and will continue to provide the same open and neutral access to the ad space as they have always done.