After buying technology startup Namo India for USD 50 million, Twitter has now acquired mobile re-targeting and re-engagement advertising company, TapCommerce. The deal amount was USD 100 million.
“Together with the TapCommerce team, Twitter will be able to offer mobile app marketers more robust capabilities for app re-engagement, tools and managed service solutions for real-time programmatic buying, and better measurement capabilities. Combined with our other ad solutions, advertisers will be able to drive conversions and ROI with mobile consumers on and off of Twitter, across the full user lifecycle — from acquiring new users through app installs, to engaging existing users who already have the advertisers’ apps on their device. And if you’re an everyday mobile user, we expect this will mean better and more relevant ads in the apps you use,” said by Richard Alfonsi, Twitter, vice president of global online sales.
New-York-based TapCommerce was founded in 2012 by Co-Founders Andrew Jones, Samir Mirza and Brian Long. It is a venture-backed mobile technology company which delivers customers, revenue, and return on investment across mobile platforms. TapCommerce is buying across multiple exchanges reaching over 50,000 apps.
The company has raised two rounds of investments and secured USD 11.7 million, till date. It is backed by 5 investors including Bain Capital ventures, Eniac Ventures, NextView Ventues and others.
Twitter had made 36 acquisitions till date including 7 deals closed this year such as Snappy TV, Gnip, Cover Lockscreen, Mesa graph and others. It had a total capital of USD 1.2 billion and consists of 103 members in its team.
More from Company’s Blog: We’re now excited to announce one more important piece of this vision: we’ve agreed to acquire TapCommerce, a leader in mobile retargeting and re-engagement advertising. 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. Programmatic buying is increasingly the method of choice for advertisers and brands who want to buy in mobile, because it allows for more granular targeting and messaging.
TapCommerce will continue to offer cross-exchange buying access, partner support, and API availability to deliver scale to their advertising clients. By the same token, MoPub will continue to work with multiple demand partners through the MoPub Marketplace and will continue to provide the same open and neutral access to the ad space as they have always done.
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