/// Twitter Buys Mobile Ad Exchange Startup MoPub for $350 Million

September 9, 2013  |  All Things Digital

Twitter announced on Monday that it has acquired MoPub , a mobile advertising exchange startup. Terms of the deal were not disclosed, but sources familiar with the matter said that the acquisition price was a hefty $350 million in stock. The buy — Twitter’s largest acquisition to date — is essentially a move that will help Twitter keep better track of its ad inventory on an up-to-the-minute basis. Ideally, Twitter can now offer the right ad space at the right time to third-party publishers, who can in turn automatically buy ads based on pre-set conditions. Think of it as somewhat akin to having what Google has in its DoubleClick platform, or what Facebook has been trying to do (though to a lesser degree at the moment ) with Facebook Exchange. “If you step back, think about the opportunity here in the industry trends,” said revenue product VP Kevin Weil in an interview.

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Twitter Buys Mobile Ad Exchange Startup MoPub for $350 Million

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