Twitter on Monday confirmed an earlier report from Re/Code that it has acquired mobile ad firm TapCommerce. The company focuses on mobile app “retargeting,” which, as far as we understand it, is a method of using trends gathered by an app’s users to entice those users to come back to the application. With a game, this could be executed through notifications about an in-game sale, for example, or through new banners that advertise other apps made by the same developer.
The goal of retargeting is to increase the revenue gained for each dollar you invest in a single mobile app, and some of TapCommerce’s clients include Jack Threads, eBay, Hotels.com, Gilt, Ruzzle, PocketGems and more. The company will make a natural fit inside Twitter, since it was already taking advantage of Twitter’s MoPub ad exchange.
“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,” Twitter vice president of global online sales Richard Alfonsi said. TapCommerce co-founder and CEO Brian Long said that the TapCommerce experience “will not change” for existing customers.
Re/Code said Twitter paid about $100 million for the company.