Twitter buys AdGrok to build its monetization platform

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It’s official. Twitter has acquired internet advertising startup AdGrok, founder Matthew McEachen wrote in a blog post yesterday.

AdGrok’s advertising platform simplifies the process of running internet marketing campaigns for small businesses that aren’t very familiar with the web. And while those campaigns focus on Google Adwords, the new focus will be on developing Twitter’s “monetization platform”.

“When Twitter approached us and asked if we’d be interested in working on their monetization platform, we realized that this was a once-in-a-lifetime opportunity that we just couldn’t pass up,” McEachen said.

At this point its unknown what shape that platform will take, but its a good bet that it will have many of the same features and statistics found in AdGrok’d “GrokBar”, except tailored to promoted and featured tweets.

As mentioned in a previous report, the purchase of AdGrok may signal that Twitter is ready to start formulating what kind of data is relevant to performance rather than rely on third-party services to do it. One thing that is very certain is that Twitter is looking to create a much more involved advertising platform for clients wishing to promote their messages through Twitter.

Effective immediately AdGrok is closing the service to new customers and will stop charging all current clients. The service will officially be taken offline June 30, and its existing databases will be deleted. Although the company does note that all past performance data and such will still be available to view through Google Analytics.

Twitter purchased the Y Combinator-backed startup for less than $10 million, according to rumors covered by TechCrunch.


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Trackbacks

  1. [...] acquired by the microblogging social network to help build an advertising platform. In June, Twitter bought advertising platform AdGrok and a month prior to that it purchased [...]

  2. [...] It’s unclear how Twitter will use Bagcheck in the future. Yet, its likely that the acquisition is another step toward creating a homegrown advertising and promotion platform for Twitter. This is the latest in a slew of acquisitions by Twitter in the last year, which also include BackType and AdGrok. [...]

  3. [...] The microblogging site earlier this year scooped up BackType, a social media analytics company, and AgGrok, an Internet advertising company. Some have speculated that Twitter may have plans to introduce an [...]

  4. [...] red social Bagcheck, el sistema de estadísticas BackType y la ‘startup‘ publicitaria AdGrok, además de anunciar, ahora sí de forma ‘seria’, la incorporación de publicidad en el [...]

  5. [...] While its unclear exactly why Chowdhury left, it could have something to do with all the big changes taking place over at Twitter. The company recently closed a second $400 million round of funding and is poised to launch a new advertising platform. [...]

  6. [...] While its unclear exactly why Chowdhury left, it could have something to do with all the big changes taking place over at Twitter. The company recently closed a second $400 million round of funding and is poised to launch a new advertising platform. [...]

  7. [...] also caught wind of Twitter’s goals for monetization when they acquired AdGrok, which provides advertising platform of running internet marketing campaigns for small businesses. [...]

  8. [...] Le service, malgré ses six ans, reste néanmoins encore fragile sur le plan financier. Outre son entrée en bourse qui n’est toujours pas programmée de façon précise, le réseau social multiplie ces derniers mois les tentatives de monétisation de son service. Les comptes et tweets sponsorisés ont ainsi vu le jour. Ceci sans compter le rachat l’an passé de plusieurs sociétés comme TweetDeck ou encore AdGrok. [...]