Twitter announced today that it has acquired New York-based TapCommerce, a specialist in mobile re-targeting and re-engagement advertising.
The acquisition, reportedly for about $100 million, was made public hours after Twitter announced the global rollout of its mobile app promotion suite. It’s a further move to strengthen the company’s mobile advertising offerings, along the lines of purchases of mobile ad network MoPub last year and native ad provider Namo Media this month.
TapCommerce, which has roots in the e-commerce industry, adds programmatic mobile ad buying to the mix, reporting reach across multiple exchanges to more than 50,000 apps. Its ads prompt users to open apps they have downloaded or make purchases from businesses they have bought from previously.
Ricard Alfonsi, Twitter’s vice president of global online sales, explained what the TapCommerce acquisition will mean in a blog post:
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.
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.