Twitter buys MoPub, a mobile-focused ad exchange

MoPub provides a mobile-focused ad exchange Twitter will use to manage marketers' campaigns

Twitter has acquired MoPub, a mobile-focused advertising exchange that could help the social network grow its ad business as more users move away from the desktop.

MoPub offers a hosted service that app publishers use to manage inventory from multiple sources -- direct ads, house ads, ad networks and real-time bidding -- all through a single product, Twitter said in a blog post Monday. Terms of the deal were not disclosed.

MoPub's clients include WordPress, Songza, OpenTable, Flixster and Scopely, according to MoPub's own website.

Twitter said the acquisition will help it address two big trends: consumers' shift to mobile and industry's shift to programmatic buying.

With a possible IPO looming, Twitter is under pressure to make more money at a time when users are migrating away from the desktop and spending more time on smartphones and tablets.

It cited an opportunity to "extend many types of native advertising across the mobile ecosystem through the MoPub exchange."

Mobile marketing budgets to get a big boost
CMOs using mobile to drive customer loyalty
Smartphones dominate pre-purchase activity in shops

The technology will also allow Twitter to build real-time bidding into its ad platform, "so our advertisers can more easily automate and scale their buys," Kevin Weil, VP of product for revenue at Twitter, said in the post.

Google operates a similar ad exchange with DoubleClick, which it acquired in 2007.

MoPub serves billions of mobile ads worldwide every month, MoPub CEO Jim Payne said in the company's own blog post.

"Twitter will invest in our core business," he said, and MoPub will continue to build tools publishers need to run their mobile advertising business.

MoPub was launched in 2010.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in