Twitter buys mobile advertising firm Tap Commerce

Twitter is to buy Tap Commerce for $100m to boost advertising from clients and re-engage with users. Image: Viuz

San Francisco-based Twitter did not disclose how much it paid for Tap Commerce, which is located in New York City, but technology news website Re/code reported the deal to be valued around $100m.

Tap Commerce specialises in getting people to "re-engage" with applications installed, then ignored, on smartphones or tablet computers.

"Advertisers spend aggressively to get new users, but re-activating existing or previous users can provide attractive returns on investment," Twitter said in a blog post about the Tap Commerce deal.

"Together with the Tap Commerce 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 maintained that working with Tap Commerce would result in the service offering mobile device users better and more relevant adverts in applications on devices.

Source: AFP via I-Net Bridge