Twitter Confirms Acquisition Of Mobile Ad Retargeting Startup TapCommerce

TechCrunch

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. (Twitter declined to provide a price).

TapCommerce helps mobile businesses retarget their ads, i.e., target ads based on previous user activity — something that’s become common for desktop web advertising but not really on mobile, due to the lack of cookies. (Co-founder and CEO Brian Long has said TapCommerce is able to retarget using “large amounts of data coupled with sophisticated statistical analysis”) For example, an e-commerce app could use retargeted ads to convince a lapsed user to return, maybe by promoting new sales and promotions.

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

View original post 346 more words

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s