Twitter, still looking for new ways to innovate with advertising without cluttering its social interface, has acquired yet another partner to help with its cause. The company has announced the acquisition of MoPub, a start-up company that specializes in assisting clients with monitoring mobile advertisements. Through this deal, a mobile advertising exchange will be available, which Twitter plans to use “to build real-time bidding into the Twitter ads platform,” according to a company rep.
This deal won’t intrude on users’ capability to contact their friends, and will instead use advertising in a subtle blending-in of sorts with the site. Said Kevin Well, VP of revenue and product, “We’ll maintain the same high quality standards that define our platform today. Our approach is to show an ad when we think it will be useful or interesting to a user, and that isn’t changing.”
Though exact financial numbers weren’t revealed, Twitter reportedly paid $350 million in stock to acquire the studio. As a result, MoPub CEO Jim Payne will join up with Twitter as the vice president of exchange.
Source: Mashable
