SAN FRANCISCO
Twitter
announced Monday that it has cut a deal to buy mobile ad firm Tap
Commerce to bolster money-making tools at the popular one-to-many
messaging service.
San Francisco-based Twitter did not
disclose how much it paid for Tap Commerce, which is located in New York
City, but technology news website Recode.net reported the deal to be
valued around $100 million.
Tap Commerce specializes in
getting people to "re-engage" with applications installed, then
ignored, on smartphones or tablet computers.
"Advertisers
spend aggressively to get new users, but re-activating existing or
previous users can provide just as attractive a return on investment,"
Twitter said in a blog post about the Tap Commerce acquisition.
"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."
Twitter maintained that
working with Tap Commerce would result in the service offering mobile
gadget users better and more relevant ads in applications on devices.
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