Twitter buys ad-tech startup Tap Commerce for $100M

Image Credit: Twitter

Update at 1:36 p.m. PT: Twitter has confirmed the acquisition via a blog post

Social network Twitter has reportedly acquired mobile advertising technology firm Tap Commerce.

The social network apparently paid about $100 million for Tap Commerce. Re/code broke the news, and Twitter is expected to make an official announcement later today.

Tap Commerce does re-targeting for mobile app makers — meaning that it helps them get their users to reopen and reengage with apps. It counts Pocket Gems, eBay, Poshmark, and among its customers.

Twitter has recently been doubling down on its advertising, especially in mobile. It has expanded the available lead cards as well as its advertising offerings for advertisers. This is likely a play in continuing to build out its revenue stream from mobile ads.




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Jim Meyers
Jim Meyers

I give Twitter a lot of credit for how aggressive its been with mobile advertising, but it's efforts just aren't shrewd enough. Not saying anything is wrong with TapCommerce or MoPub, I'm just saying if Twitter wants to make big gains in mobile advertising, they need to step up a bit and work with bigger and smarter mobile ad players - Airpush, MM, etc. Twitter can do a LOT more than they presently are.