Twitter has bought mobile ad inventory manager MoPub, as the social network looks to boost its ad reveues from smartphones and tablets.
TechCrunch reports that the firm was acquired for $350m in stock and Twitter outbid ad network Millennial Media to buy the firm.
MoPub is an ad serving business and real time bidding exchange that claims to handle around $100 million annual spending on apps and other mobile media.
In a statement, Twitter said: “We also plan to use MoPub’s technology to build real-time bidding into the Twitter ads platform so our advertisers can more easily automate and scale their buys. 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.”
Twitter is widely expected to launch a mobile ad exchange, targeting users based on their previous web or mobile usage history.
MoPub's DSP could place buys inside such an exchange. MoPub also has a location targeting business in a partnership with Placecast.