Twitter is acquiring mobile advertising exchange MoPub in order to support advertisers’ efforts to optimize their ad buys. MoPub helps advertisers and publishers buy, manage and maximize performance of a variety of ads, especially those on mobile platforms. Twitter plans to invest in MoPub’s core business and help it build real-time bidding that would allow advertisers to automate and scale their inventory. MoPub caters to two trends in the ad industry: the rise of mobile consumer devices; and the industry shift to programmatic buying.
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Twitter Greases Its Mobile Advertising Gears
Posted by: Rachelle Dragani September 12, 2013 09:05 AMTwitter is acquiring mobile advertising exchange MoPub in order to support advertisers’ efforts to optimize their ad buys. MoPub helps advertisers and publishers buy, manage and maximize performance of a variety of ads, especially those on mobile platforms. Twitter plans to invest in MoPub’s core business and help it build real-time bidding that would allow advertisers to automate and scale their inventory. MoPub caters to two trends in the ad industry: the rise of mobile consumer devices; and the industry shift to programmatic buying.