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.

Tags social mediainternetGoogleadvertisingtwittersearch enginessocial networkingInternet-based applications and servicesMoPub

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

Zach Miners

IDG News Service
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?