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Twitter Purchases Mobile Ad Exchange MoPub Prior to IPO

Twitter purchased MoPub, a startup that specializes on mobile ad exchanges. According to TechCrunch, the estimated worth of the purchase is around 350 million dollars.

According to Kevin Weil, vice president for product and revenue at Twitter, “MoPub’s technology lets mobile application publishers manage their inventory and optimize multiple sources of advertising – direct ads, house ads, ad network, and real-time bidding through the MoPub Marketplace.”

Weil further said that in the world of advertising right now, there are two main trends. First is the shifting towards the use of mobile devices. Second is the shift towards programmatic buying. Weil said that by using MoPub’s technology, Twitter can further propel these trends which will benefit ad agencies, advertisers, and consumers.

Twitter Mobile

Twitter continues to improve mobile ad efforts through acquisition of MoPub (Image: laihiu (CC) via Flickr)

Weil adds that Twitter will use MoPub’s technology to add real-time bidding into the advertising platform of the social networking site. This will let advertisers “easily automate and scale their buys,” says Weil.

According to eMarketer, Twitter is anticipated to make 582.8 million dollars in advertising revenue globally this year. Next year, it is expected to make close to 1 billion dollars.

Twitter files for IPO

Last Thursday, Twitter announced that it filed for an initial public offering through a tweet saying: ”We’ve confidentially submitted an S-1 to the SEC for a planned IPO. This Tweet does not constitute an offer of any securities for sale.”

Indeed, Twitter’s advertising initiatives have provided them with huge revenue and revenue expectations, and according to Brian Blau, an analyst for Gartner, “it makes sense that they are doing an IPO with those numbers. It’s a great time for them to raise money.”

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Author: Neal Alfie Lasta

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Neal enjoys learning and writing about social media and the latest in mobile updates. View Profile

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