Twitter Acquires TapCommerce for Mobile Retargeting Ads

By Jacob Brown | @jakebrownppc | Sr. Account Analyst at Hanapin Marketing

As mentioned in today’s Morning Clicks, Twitter announced that they have acquired TapCommerce, who they describe as a leader in the mobile re-engagement advertising industry. The management team for Twitter is very excited about the acquisition, as this allows Twitter to offer more tools and services for app re-engagement advertisements.

The  acquisition cost is being reported as $100m.

Media Post Reports Purchase of TapCommerce

This shows the dedication Twitter now has to helping marketers utilize Twitter’s business platforms in order to reach their target market. Twitter also purchased a company called MoPub in September of 2013. MoPub is also a mobile focused advertising service that Twitter added to its “flock”, further evincing Twitter’s mobile advertising initiatives.

As advertisers we realize that online traffic becomes more and more mobile driven each year, and the majority of this traffic comes via mobile apps. According to a CNN report in February of 2014, internet usage on mobile apps surpassed internet usage on desktops. This could be a big reason why Twitter has put so much stock in focusing on mobile app advertisements, and this is also could be why they believe TapCommerce to be worth near $100m.

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