When you grow to be a really large company, and need to find new way of expanding, just what do you do? Some companies decide to up their research and development, others scout the land, so to speak, and see whether there are smaller startups with an idea or product which is able to add value to your existing portfolio, or at least in what you would like to do in the future, and work on an acquisition from there. Twitter has taken the latter route before, having picked up SnappyTV as well as purchasing Cover, a popular Android lock-screen program. This time around, it would be mobile advertising technology firm Tap Commerce that would come under the Twitter umbrella.
Apparently, this is one of the more modest acquisitions in the tech industry so far, with Twitter having forked out somewhere in the vein of $100 million for Tap Commerce. Basically, Tap Commerce’s function is to re-target mobile app makers, allowing them to their users to reopen and re-engage with apps. Among some of Tap Commerce’s customers, you can add the likes of Pocket Gems, eBay, Poshmark, and Hotel.com to the list.
It does seem that Twitter has taken a rather strong interest in the realm of advertising, which makes sense actually, since they would like to grow their revenue stream from mobile ads. [Press Release]
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