Twitter made an announcement last Monday that it acquired TapCommerce--a mobile ad retargeting company based in New York that specializes in programmatic mobile ad that currently reaches about 50,000 apps.
TapCommerce works on ads that enable the user to open apps that have already been downloaded. TapCommerce also prompts the user to make purchases from businesses they recently shopped for.
This is just one of the many acquisitions made by Twitter lately. Last year, MoPub was acquired by the company and Twitter integrated it with their advertising network. The two then gave way to new standard for programmatic native advertising. There's also Namo Media being acquired to improve Twitter's ad capabilities.
These purchases make Twitter bigger than ever. Its ad solutions for mobile marketers have been enhanced with the mobile app promotion suite.
Twitter is set to expand with the new mobile ad companies and systems being added to group. The recent TapCommerce purchase will help improve Twitter's re-engagement advertising and mobile retargeting, as well as, add service solutions and more tools for management. With TapCommerce, real-time shopping is expected to advance with Twitter integration to drive higher ROI.
In addition, Twitter can promise more business of increased profitability. Mobile Advertising technology is quickly advancing and the $100 million purchase would certainly help bring Twitter to new heights.
Mobile ad revenues can be significant but people don't realize the potential of real-time shopping. Post a product or service on Twitter and see how quickly people will respond to it. The ads won't go away but to show relevant ads all the time-that's the challenge for Twitter. Hopefully, TapCommerce will help the social network in that aspect.
Programmatic buying may be a new thing but it is the future of the consumer industry. More brands and advertisers are looking into it now because of the more efficient measurement tracking.
Twitter is gaining momentum when it comes to mobile advertising. Those ads on the Twitter stream may be annoying but they are worth hundreds to thousands of dollars when combined. For some, even millions. With the millions of Twitter users all over the world, there is a percentage that quickly responds to ads, thus, bringing more money to both Twitter and the company.
Twitter's revenue stream from mobile ads will only continue to increase. Soon, Twitter will work with Facebook to improve on the mobile service on the app version.
