Twitter acquires ad management service MoPub

Twitter has acquired MoPub, a service which helps mobile application publishers manage their ad inventory on iOS and Android, in a move to boost its advertising business.

"The two major trends in the ad world right now are the rapid consumer shift toward mobile usage, and the industry shift to programmatic buying," Twitter explained in a blog post introducing the purchase.

"Twitter sits at the intersection of these, and we think by bringing MoPub's technology and team to Twitter, we can further drive these trends for the benefit of consumers, advertisers, and agencies."

MoPub utilises programmatic buying, and Twitter plans to use MoPub's technology to add real-time bidding to the Twitter ads platform, so it is easier for clients to automate and scale their ad space purchases.

MoPub will continue to function as a separate company, with Twitter promising to invest in and work on the core business.

The social media giant says that a key opportunity it sees is to extend the types of native advertising offered across the mobile ecosystem through the MoPub exchange.

Outlining the take over on the company's blog, MoPub CEO and co-founder Jim Payne said: "Three years ago, Bryan, Nafis and I launched MoPub with a mission: to enable great content by powering advertising for the world's mobile publishers.

"We had a firm belief that programmatic buying and a strong commitment to serve the publisher would enable the development of a new ads economy in mobile. Since that time, as our team has grown to nearly one hundred employees worldwide, our platform has grown to serve billions of mobile ads every month around the world on behalf of our publishers.

"Today, I am excited to announce that MoPub has agreed to be acquired by Twitter. Like MoPub, Twitter has been "mobile first" since their inception, which makes our two companies a natural match."