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Twitter buys mobile advertising company TapCommerce

Twitter said Monday it has agreed to acquire TapCommerce a mobile advertising company focused on re-engaging people who have downloaded advertisers' apps.

The financial terms of the proposed acquisition of the New York startup were not disclosed. Some reports, however, said Twitter is paying about US$100 million for the company.

Twitter also announced Monday the global rollout of its "mobile app installs" program, which allows companies to promote their mobile apps in users' feeds.

"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," Richard Alfonsi, VP of global online sales at Twitter, said in a statement. "Advertisers spend aggressively to get new users, but reactivating existing or previous users can provide just as attractive a return on investment."

Twitter's latest purchase augments its already existing efforts to expand its business model beyond its core social-networking technology. While Twitter makes money from selling advertising in the form of a "promoted tweet" on the service, which can be viewed by users, it is spending big to grow a business outside its website and apps as well.

The biggest move was last September, when it reportedly spent $350 million in stock to acquire MoPub, an advertising technology firm that attempts to connect advertisers with app developers. TapCommerce already works with MoPub, the companies said, making the acquisition relatively easy.

source :CNET

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