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We’re now excited to announce one more important piece of this vision: we’ve agreed to acquire TapCommerce, a leader in mobile retargeting and re-engagement advertising. Consumers are starting to use their phones not just to install and use apps, but for making purchases of both virtual and real-world products and services. Advertisers spend aggressively to get new users, but re-activating existing or previous users can provide just as attractive a return on investment. Programmatic buying is increasingly the method of choice for advertisers and brands who want to buy in mobile, because it allows for more granular targeting and messaging.
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 Acquires Mobile Re-Targeting and Re-Engagement Advertising Company, TapCommerce [blog.twitter.com]