Twitter boosts native ads with Namo Media buy

06/06/2014

Twitter has bought another ad technology firm- Namo Media, as the newly listed social network looks to boost its appeal to advertisers.

Namo Media is a specialist in “native ad” content that integrates with the site where the ads are being viewed.

It offers adaptive templates (modules that developers can customise to their liking). The closer the ad looks to the rest of the app, the higher the probability that a user will engage. If that generates more ‘taps’ from users, advertisers and ad networks are more likely to work with them.

The startup said it will continue to work on building a native advertising platform for app developers, and its goal was still “to improve the native ad landscape for all mobile app developers.”

“Since we acquired MoPub last October, we have been working to bring native ads to mobile app publishers in order to create a more seamless and less intrusive ad experience for users,” Twitter’s ad head Kevin Weil wrote in a blog post announcing the deal. “We believe strongly that all app developers large and small should be able to monetize their applications without sacrificing the user experience.”

Terms of the deal are not being disclosed. Namo Media was backed by a number of top investors like Andreessen Horowitz and Betaworks.

Read the Namo Media blog here

Read the Twitter blog here

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