Twitter has made another acquisition in pursuit of its vision of making advertising across the mobile ecosystem can work better for marketers, app developers, and, it says, most importantly, users, having agreed to acquire TapCommerce, a specialist in mobile retargeting and re-engagement advertising.
Writing in the Twitter Advertising Blog, Richard Alfonsi, VP, Global Online Sales, notes that consumers are starting to use their phones not just to install and use apps, but for making purchases of both virtual and real-world products and services. “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,” he says.
“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,” he suggests.
“TapCommerce enables real-time programmatic mobile ad buying across multiple exchanges reaching over 50,000 apps, and this announcement doesn’t change that — they’ll continue to offer cross-exchange buying access, partner support, and API availability to deliver scale to their advertising clients. By the same token, MoPub will continue to work with multiple demand partners through the MoPub Marketplace and will continue to provide the same open and neutral access to the ad space as they have always done,” he advises.
Brian Long, CEO and Co-Founder, TapCommerce, said that for existing customers, the TapCommerce experience will not change. “Being a part of the Twitter team will allow us to dedicate more resources to developing our product and expanding our services, so that you can continue to deliver even more value from your campaigns,” he wrote in the TapCommerce Blog.