TWITTER IS FATTENING its mobile ad portfolio by agreeing to acquire TapCommerce, a company that specializes in targeting app consumers, the latter said late Monday.
The price was not given but the Wall Street Journal put it at around $100 million (€73 million), quoting a source close to the transaction.
Based in New York, San Francisco and London, TapCommerce specializes in targeting consumers who have downloaded an app and trying to entice them to come back to it. The firm says it is present on 50,000 apps.
“The TapCommerce platform is already deeply integrated with MoPub, Twitter’s mobile-focused RTB ad exchange. We look forward to growing our role as an integral part of the Twitter Publisher Network,” TapCommerce co-founder Brian Long wrote on the firm’s blog.
He said the acquisition would have no effect on current users of TapCommerce.
Since the start of the year Twitter has been on a shopping spree, buying in particular companies that measure TV audiences or the impact of TV programs or ads on social media, including Gnip or SnappyTV in the US, Mesagraph of France and SecondSync in Britain.
Yesterday, Twitter announced that it would allow all advertisers to run ads that allow users to download apps directly. The service, which was in beta since April, allows advertisers to target users using details like keywords, interests, and TV targeting.
Similarly, Facebook has placed app downloads on its own app, and has been a major factor in ensuring that mobile advertising makes up 59% of all its revenue.
(Additional reporting by Quinton O’Reilly)