Twitter To Acquire TapCommerce, A Mobile Ad Retargeting Service
Twitter has agreed to buy TapCommerce, an ad tech firm. Terms of the deal were not immediately disclosed, but Re/code reports it may have been around $100 million. TapCommerce describes itself as a mobile ad retargeting and app reengagement service. To put that more simply, TapCommerce sells ads designed to prompt users to open up apps they've already downloaded. With the acquisition, Twitter could continue to build out its mobile ad products, including its app install ads, which this week expanded globally.