Twitter has announced the acquisition of TapCommerce, a mobile re-targeting advertising company.
At the same time Twitter also announced the launch of mobile app installs advertising. Companies can now publish ads in user feeds, directing them to download their app. Facebook has done this for quite some time and it has been a good revenue source for them.
With the purchase of TapCommerce, Twitter is looking to get a larger piece of the insane advertising dollars being thrown around when it comes to engaging and winning customers.
“Advertisers spend aggressively to get new users, but re-activating existing or previous users can provide just as attractive a return on investment,” said Richard Alfonsi, Vice President Online Sales at Twitter.
Twitter has not turned a profit since going public so these are necessary steps for the social media giant.