Jun
30
Twitter Buys Apps Ad Specialist TapCommerce, Extending 'Off-Twitter Strategy'
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Twitter said Monday that it had struck a deal to acquire its purchase of TapCommerce, a two-year-old startup that automates buying for app advertising. The price was around $100 million, according to a person familiar with the deal.
The acquisition comes on the heels of Twitter’s purchase of Namo Media, a company focused on native mobile ads, on June 5. Last September, Twitter acquired the mobile-ad exchange MoPub for $300 million.
With these deals, Twitter is focusing intently on bulking up in programmatic ad technology and expanding its mobile advertising reach and repertoire. Richard Alfonsi, Twitter’s VP-global online sales, called this its “off-Twitter strategy.”
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