Twitter uses MoPub to help advertisers promote mobile apps

The company says that its Twitter Ads interface will allow companies and brands to promote their apps both on Twitter and on mobile devices.


Twitter Twitter is making a significant push into mobile ads, thanks to its mobile advertising exchange MoPub.


Advertisers will be able to promote their mobile apps both on Twitter and through the thousands of apps that use MoPub to serve their ads. According to Twitter, MoPub serves 130 billion ads to over 1 billion devices each month.


Twitter acquired MoPub last year for $350 million. At that time, the company said that it would allow the mobile ad exchange to operate independently, but it was clear at that time that Twitter had high hopes for using it to boost its mobile ad revenue -- a sore spot in the company's revenue stream. It's estimated that Twitter only secured 1.85 percent of the global mobile ad market last year. Google and Facebook, meanwhile, combined to capture nearly 70 percent.


Twitter's new ad service will be offered through its Twitter Ads page. Once implemented, the ads can be installed into apps directly from the Twitter platform. Users can click on the ads and download the promoted applications from Apple's App Store and Google Play.


Twitter has been testing the service with some early beta partners, including music services Spotify and Deezer. For now, the offering is available only in the US and is in private beta. Twitter says more integration between its social network and MoPub is forthcoming.


CNET has contacted Twitter for additional comment on the report. We will update this story when we have more information.


Twitter shares are up $1.60, or 3.6 percent, to $46.02 following the announcement.


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