Last month, Twitter announced its intent to acquire mobile ad exchange MoPub. Twitter said that it plans to use the technology to build real-time bidding into the Twitter Ads platform.
On Monday, a report from the Financial Times indicates that Twitter has even bigger plans.
The acquisition has yet to close, but when it does, says the report, Twitter will use data about who its users follow and what they tweet about to target ads “beyond its own Promoted Tweets,” via other mobile apps and sites. The report cites “people familiar with the plans.”
Twitter is not commenting on the story, as it is in its pre-IPO quiet period. With the IPO on the way, such a move, however, could provide a major source of revenue for the company.
In addition to that, Twitter announced a new ad partnership with NBCUniversal last week, which opens up NBC’s clients to promoted tweets, which should help too.
In other Twitter Ads news, the company announced that advertisers can now schedule tweets. That goes for both organic and promoted ones.