Twitter has made its boldest move yet in its race with Facebook to draw eyeballs in emerging markets.
The social media company agreed to acquire ZipDial, an ad tech and analytics platform based in India. It marks Twitter's first purchase in the country, its largest potential market for growth. Bloomberg reported the sale at $30 million. Both Twitter and ZipDial declined to comment on the price.
ZipDial, a five-year old startup, builds a mobile-ad selling platform hinging on the "missed call" -- a common practice in India and other countries for people to circumvent phone charges. In July, it began partnering with Facebook to run a new ad product using missed calls. The company has run several campaigns for CPG brands reaching consumers on basic smartphones and feature phones.