Real-Time Mobile Ads Coming to Twitter?
The future of advertising will likely be mobile and most certainly programmatic.
Twitter has announced the acquisition of mobile ad exchange MoPub, a platform that enables mobile app publishers to manage their mobile advertising inventory and optimize multiple sources of ads including direct ads, house ads, and those from different ad networks, bidding in real time as spots become available (from a single dashboard - the MoPub Marketplace).
The network believes that there is an opportunity with this acquisition to extend advertising across the mobile ecosystem using the recently acquired exchange. Twitter indicated that it plans to use the technology (which it acquired in exchanged for roughly $350 million in stock) to build real-time bidding into the Twitter advertising platform so advertisers can automate and scale their buys.