Twitter is acquiring mobile retargeting company TapCommerce, as first reported by Re/code . While not officially disclosed, the price is said to be "in the ballpark" of $100 million.
TapCommerce and Twitter both just announced the acquisition in a blog post from each company.
"Our team built our app retargeting technology from the ground-up exclusively for mobile, and our demand-side platform now processes over 15 billion targeted ad impression bids each day, across 50,000 apps worldwide," says TapCommerce co-founder and CEO Brian Long. "Our focus on creating engaging brand experiences for mobile consumers aligns perfectly with Twitter’s product and core values, making TapCommerce a natural fit in Twitter’s expanding mobile advertising stack."
"In addition to numerous other exchanges and networks, 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," he adds. "For our existing customers, your TapCommerce experience will not change. Being a part of the Twitter team will allow us to dedicate more resources to developing our product and expanding our services, so that you can continue to deliver even more value from your campaigns."
Here's how TapCommerce describes itself:
TapCommerce is the leader in mobile retargeting. We're trusted by the most successful mobile brands to deliver customers, revenue, and return on investment across mobile platforms.
TapCommerce is a venture-backed mobile technology company headquartered in New York City's Union Square.
"Since the announcement of our acquisition of MoPub last September, we’ve been laying out our vision for how advertising across the mobile ecosystem can work better for marketers, app developers, and (most importantly) users," says Twitter VP of Global Online Sales Richard Alfonsi.
"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," he writes. "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."
TapCommerce raised $10.5 million in funding in November it what TechCrunch called the "mobile ad retargeting land grab". It claims to work with over 40 of the top 100 grossing apps in the e-commerce, travel, lifestyle, and gaming industries.
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