Twitter buys mobile ad company MoPub

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Washington, D.C.—Twitter has acquired MoPub Inc., a mobile advertising company that enables mobile application publishers to manage their inventory. Although financial terms of the deal were not disclosed, various media estimates of the purchase price ranged from $300 million to $400 million, which would make the deal Twitter’s largest acquisition to date. “The two major trends in the ad world right now are the rapid consumer shift toward mobile usage and the industry shift to programmatic buying,” said Kevin Weil, Twitter’s VP-revenue product, in a blog post. “Twitter sits at the intersection of these; and we think by bringing MoPub’s technology and team to Twitter, we can further drive these trends for the benefit of consumers, advertisers and agencies.”
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