Twitter acquires TapCommerce, aims to improve mobile ads
Twitter is about to change the way you interact in their social network, at least when it comes to the ads thanks to the acquisition of TapCommerce.
TapCommerce is one of those really cool start-ups you might not have heard of: they help companies repurpose their ads based on user activity, in order to provide a better browsing experience, without making users have to sift through unrelated or uninteresting stuff. While this is a common practice for every desktop computer, it had not been possible to replicate on mobile devices until TapCommerce and their clever algorithms and statistical analysis trumped the lack of cookies. As Re/code’s Ina Fried reported, now the company is a part of Twitter in a deal that closed at $100 million.
The idea is for Twitter to improve the mobile app’s ads thanks to the know-how provided by TapCommerce. Twitter has claimed before that most of their revenue comes from mobile ads, so this should be huge for them. While it’s not clear when we’ll finally see TapCommerce’s technology applied to the Twitter interface, there’s a roadmap already underways and plans for the future. We’ll have to wait and see.
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