Dive Summary:
- Twitter acquired mobile ad startup MoPub for $350 million in stock, beating out bidders like Millennial Media.
- MoPub assists mobile publishers with managing their ad inventory, and it's currently unclear whether the deal would make Twitter the firm's exclusive customer or if it would see Twitter offer the service to its own clients.
- Twitter has been looking to increase the amount of revenue it generates and is already doing well in the mobile arena, but a deal with MoPub could potentially improve its ability to offer location-based advertising.
From the article:
... [MoPub]’s products include the MoPub Marketplace, a real-time bidding exchange that helped advertisers bid for impressions the moment they became available. Back in May, the company said that it has reached a $100 million revenue run rate. A source familiar with the business said the company has about a 25 percent gross margin. MoPub customers include WordPress, Flixster, Ngmoco, and OpenTable. ...
