Twitter to acquire mobile advertising company TapCommerce

The focus of TapCommerce is on re-engaging users who have downloaded apps

Twitter said Monday it has agreed to acquire TapCommerce a mobile advertising company focused on re-engaging people who have downloaded advertisers' apps.

The financial terms of the proposed acquisition of the New York startup were not disclosed. Some reports, however, said Twitter is paying about US$100 million for the company.

Twitter also announced Monday the global rollout of its "mobile app installs" program, which allows companies to promote their mobile apps in users' feeds.

The company has been beefing its mobile advertising offerings including through the purchase of mobile-focused advertising exchange MoPub last year and of Namo Media, a provider of native advertising in apps, earlier this month.

"Advertisers spend aggressively to get new users, but re-activating existing or previous users can provide just as attractive a return on investment," Richard Alfonsi, Twitter's vice president for online sales said in a blog post announcing the acquisition of TapCommerce.

Advertisers will be able to drive conversions and return-on-investment with mobile consumers on and off Twitter by both acquiring new users through app installs and also engaging existing users who already have the advertisers' apps on their device, he added.

On its website, TapCommerce, which has eBay and Zulily among its customers, gives the example of an online retailer that wanted to drive more sales through its iOS app by addressing past mobile shoppers. TapCommerce identified the retailer's mobile users who had previously used the app and were likely to make a purchase, and re-engaged them with individually customized, "re-targeted" ads of what they had browsed before, which were presented in a variety of contexts including other mobile apps.

The TapCommerce platform now processes over 15 billion targeted ad impression bids each day, across 50,000 apps worldwide, CEO and cofounder Brian Long said in a post.

John Ribeiro covers outsourcing and general technology breaking news from India for The IDG News Service. Follow John on Twitter at @Johnribeiro. John's e-mail address is john_ribeiro@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 mediainternetadvertisingtwittersocial networkingInternet-based applications and servicesTapCommerce

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

John Ribeiro

IDG News Service
Show Comments

Father’s Day Gift Guide

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?