NEW YORK - Twitter is fattening its mobile ad portfolio by agreeing to acquire TapCommerce, a company that specializes in targeting app consumers, the latter said late Monday.
The price was not given but the Wall Street Journal put it at around $100 million (S$125 million), quoting a source close to the transaction.
Based in New York, San Francisco and London, TapCommerce specializes in targeting consumers who have downloaded an app and trying to entice them to come back to it. The firm says it is present on 50,000 apps.
"The TapCommerce platform is already deeply integrated with MoPub, Twitter's mobile-focused RTB ad exchange. We look forward to growing our role as an integral part of the Twitter Publisher Network," TapCommerce co-founder Brian Long wrote on the firm's blog.
He said the acquisition would have no effect on current users of TapCommerce.
Since the start of the year Twitter has been on a shopping spree, buying in particular companies that measure TV audiences or the impact of TV programs or ads on social media, including Gnip or SnappyTV in the US, Mesagraph of France and SecondSync in Britain.