Twitter buys Tap Commerce in mobile advertising push

Twitter has agreed to buy mobile ad firm Tap Commerce to better monetize the microblogging platform.

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Twitter has purchased Tap Commerce to expand its mobile marketing platform and offer marketers new ways to engage with consumers.

Tap Commerce specializes in the "re-engagement" of users who have downloaded apps and services on their mobile devices, but later ignore them. Known as mobile retargeting, the possibility of enticing users to re-activate products can be less costly for advertisers than fighting over new users, and Twitter says previous users "can provide just as attractive a return on investment."

Brian Long, CEO and co-founder of Tap Commerce, says that the company's platform processes over 15 billion targeted ad impression bids each day across 50,000 apps worldwide. Tap Commerce counts eBay, and Gilt among its customers.

While it is not known how much Twitter paid for the company, Recode reports the deal is worth approximately $100 million.

Announced in a blog post, Twitter said:

Together with the Tap Commerce 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.

When it boils down to users, Twitter says that we can expect "better and more relevant" ads in the apps we use.

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