Twitter Acquires Mobile Ad Exchange MoPub

Google's got an ad exchange. So does Facebook. Twitter is said to be working on one too. But in the meantime, the company has just purchased MoPub, a burgeoning mobile ad exchange business. Terms of the deal were not disclosed. MoPub has built an ad exchange through which mobile publishers and app developers can sell ads, and mobile advertisers can purchase ads in real time. The move by Twitter underscores the growing importance of mobile advertising for the company, and perhaps signals a desire to play in the 'ad tech stack' battle being waged by Google, AOL and others. "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," wrote Twitter's vp revenue, product, Kevin Weil, in a blog post. "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." Beside MoPub's exchange, Twitter says it plans to incorporate the company's real time bidding technology into Twitter's own ad platform, which should help Twitter scale its ad business. Early this year, Twitter opened up its advertising API as part of a push to bring more brands to the platform by allowing them to manage multiple campaigns in an automated fashion. Twitter's move comes as the mobile ad business seems to have consolidated, for the moment, around the giants Facebook, Google and... Continue reading at 'AdWeek'

[ AdWeek | 2013-09-10 00:00:00 UTC ]
News tagged with: #programmatic buying #ad business #automated fashion #native advertising

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News Corp’s Plan To Acquire Houghton Mifflin’s Trade Division

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[ Publishing Perspectives | 2021-03-31 15:40:39 UTC ]
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HarperCollins will acquire the trade division of Houghton Mifflin Harcourt for $349 million.

Only three months after the high-profile merger of Penguin Random House and Simon & Schuster, The New York Times reported earlier this morning that HarperCollins, one of publishing’s “Big Five,” will acquire Houghton Mifflin Harcourt Books and Media—Houghton Mifflin Harcourt’s trade... Continue reading at Literrary Hub

[ Literrary Hub | 2021-03-29 14:25:08 UTC ]
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HarperCollins to Acquire HMH Trade

The second largest trade publisher in the U.S. will buy Houghton Mifflin Harcourt Books & Media, generally considered the sixth largest, for $349 million. Continue reading at Publishers Weekly

[ Publishers Weekly | 2021-03-29 04:00:00 UTC ]
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Chrissy Teigen leaves Twitter, citing abuse and hate on the platform

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[ The Guardian | 2021-03-25 12:40:11 UTC ]
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Embla Books acquires 'laugh-out-loud' debut in first deal

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[ The Bookseller | 2021-03-22 11:15:26 UTC ]
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Springer Nature Acquires Paris’ Open Access Atlantis Press

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[ Publishing Perspectives | 2021-03-11 19:04:34 UTC ]
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‘We don’t have visibility’: Google’s ad targeting limits expose publishers with reliance on open programmatic market and first-party data weakness

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HCG acquires three-book series from Chan

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Tinder Press acquires 'breathtaking literary page turner' from Owen

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