Dive Brief:
- Twitter has announced the acquisition of mobile ad retargeting company Tapcommerce -- estimated to be worth about $100 million.
- The news comes just on the tails of the release of Twitter's mobile app install ads on Monday.
- Both news items show that Twitter is working to build out its mobile ad offerings and gain momentum from its MoPub buy in September.
Dive Insight:
The mobile app installs will certainly entice advertisers to buy on the social network. Anything that puts a direct link from a social ad to the company is attractive to ad buyers. That combined with Twitter's increasingly sophisticated targeting capabilities -- strengthened by the Tapcommerce buy -- is setting Twitter up to be a social ad powerhouse.
