Twitter just announced that it's acquiring mobile ad startup TapCommerce.
Re/code's Ina Fried broke the news about the acquisition earlier this afternoon, reporting that the deal price was $100 million (the companies did not announce a price).
TapCommerce helps mobile businesses retarget their ads, i.e., target ads based on previous activity, something that's become common for desktop web advertising but not really on mobile. For example, an e-commerce app could use retargeted ads to convince a lapsed user to return, perhaps by offering deals for products that users had previously shown an interest in.
It seems like TapCommerce's technology could offer Twitter way to improve the mobile app install and engagement ads that it announced today. ( Facebook has also be launching tools in this area.)
In a blog post, Twitter suggested that the acquisition was part of its broader strategy in mobile marketing, which it kicked off last year with the acquisition of MoPub. The company wrote:
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.
Meanwhile, the TapCommerce team said the deal will not affect the service it offers existing customers.
More to come
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