Dive Brief: 

• Twitter is planning to release a new app-install ad product for mobile in the coming weeks. 
• The social site is expanding ad products to attract new marketers — like those from e-commerce and games in this case — and to support its recent IPO. 
• Already, Twitter derives 75% of revenue from mobile and hopes to boost that number with mobile app-install ads that worked for other social networks like Facebook. 

Dive Insight: 

In the beta tests, some app developers found Twitter's app-install ads to be just as effective as Facebook's, which drove 245 million app downloads last year. That's promising news for Twitter as it continues to search for streams of revenue since launching its IPO. If 75% of revenue is already coming from mobile, it makes sense to expand efforts in that arena.