Twitter is to buy mobile retargeting and engagement platform TapCommerce to drive mobile advertising.
TapCommerce is a US based mobile retargeting and re-engagement advertising platform that enables real-time programmatic mobile ad buying across multiple exchanges reaching over 50,000 apps.
In its blog Twitter said: “Consumers are starting to use their phones not just to install and use apps, but for making purchases of both virtual and real-world products and services. Advertisers spend aggressively to get new users, but re-activating existing or previous users can provide just as attractive a return on investment.”
The acquisition is the latest move in Twitter's efforts to become more advertising driven to boost revenue. Last year it bought MoPub and developed its Twitter Publisher Network, acquired Namo Media to boost native ads and created a standard for programmatic buying.
Working with TapCommerce will help Twitter's mobile advertisers develop more capability for real time programmatic buying, app re-engagement and better measurement, according to the social platform.
Twitter believes that alongside its existing advertising tools, TapCommerce will help drive conversions and ROI, acquire new users and app installs, and engage users who already have advertisers' apps installed on their mobile devices.
All in, it believes that it will in turn mean more relevant ads appearing within apps people use regularly on their devices.
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