Twitter is continuing its shopping spree with another acquisition. The micro blogging firm has acquired ad tech firm TapCommerce to expand its mobile marketing platform. Financial terms of the deal were not disclosed by either of the company, however Re/code reports that the deal is worth $100 million.
Founded in 2012, TapCommerce targets people on their mobile phones or tablets with ads for things they’ve already expressed interest in buying, urging them to complete the purchase. Brian Long, CEO and co-founder of Tap Commerce, says that the company’s platform processes over 15 billion targeted ad impression bids each day across 50,000 apps worldwide.
We’ve agreed to acquire TapCommerce, a leader in mobile retargeting and re-engagement advertising. 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.
said Richard Alfonsi, VP, Global Online Sales, Twitter on a blog post.
Twitter has been putting more focus on mobile advertising lately and made the MoPub acquisition for $350 million last year. Last month, it acquired native ad platform Namo Media.