It is a fact; Twitter has acquired MoPub, a mobile ad network that is based on an RTB exchange that, according to them, manages $100 million annual spending. The exchange counts mostly with apps and all-around mobile inventory.
Twitter confirms it, however there is not a price tag assigned to the deal.
This buy implies that Twitter is seeking for a more robust technology on mobile ads, therefore building a mobile ad exchange that meet their needs. Within Twitter’s announcement, a paragraph says it all:
“We also plan to use MoPub’s technology to build real-time bidding into the Twitter ads platform so our advertisers can more easily automate and scale their buys. 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.”
According to Techcrunch, Millennial Media was another bidder for MoPub, however they are still dealing with their last acquisition (Jumpstart).
To make things simple, this deal was about exchanging $18.5 million in MoPub equity for $350 million in privately held Twitter stock, not bad at all.
MoPub, at least compared to twitter, it is a really small company, however mixed up with Twitter mobile goals, they should be near an expected revenue of $1 billion by 2014 (according to eMarketer research).
MoPub technology will definitely be a great asset towards Twitter’s mobile goals. It will tap a DSP and an RTB publisher network. The main idea behind these technologies is to target users based on previous web or mobile history and also be able to create an ad network that can target off-site Twitter users.
We have to still wait to see what the real Twitter intentions are.
Here you have MoPub’s official comunication of the deal.
This artcile was written by ReinSpace.com