Twitter said Thursday it acquired native-ads specialist Namo Media as it looks to further ramp up its advertising efforts.
The purchase comes after Twitter bought MoPub in October for roughly $350 million. The mobile-advertising exchange is now a cornerstone of Twitter’s advertising business, acting as the middle-man between mobile app publishers and advertisers. Late last year, MoPub and Twitter began to make a push to make real estate for native ads available.
Because native ads are shown in traditional content areas on web pages, they are less segregated than banner or pop-up ads and are gaining traction with advertisers.
“In our conversations with the Namo Media team, it became clear we share a vision for how native advertising can improve the state of mobile app monetization for marketers, app publishers, and users,” said Kevin Weil, a Twitter vice president, in a company blog post announcing the deal.
The terms of the deal weren’t disclosed. A person familiar with the matter said it was less than $100 million.
Namo Media’s work has focused on creating a native mobile advertising platform. Its eight-person team has been working to create a common industry standard to make native advertising biddable on exchanges such as MoPub.
Founded in 2013 by three former Google employees, Namo Media has raised nearly $2 million from investors including Google Ventures and Andreessen Horowitz.
“At Twitter we’ll continue to work on building the best native advertising platform for app developers with the goal of continuing to improve the native ad landscape for all mobile app developers,” according to a blog post published by Namo Media on Thursday.
No comments:
Post a Comment