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 PC World newsletter!

Error: Please check your email address.

Tags advertisingInternet-based applications and servicesGoogleMoPubtwittersocial networkinginternetsocial mediasearch engines

Struggling for Christmas presents this year? Check out our Christmas Gift Guide for some top tech suggestions and more.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Zach Miners

IDG News Service

Most Popular Reviews

Follow Us

Best Deals on GoodGearGuide

Shopping.com

Latest News Articles

Resources

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Latest Jobs

Shopping.com

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?