Twitter will now be offering mobile ads urging people to install apps on its social network as well as through MoPub, the mobile-advertising network it acquired last year. The company has taken this step in order to broaden its advertising business.
As the mobile app economy grows, app developers have been willing to pay increasing amounts to advertise on major sites like Twitter to boost their app downloads.
As disclosed by Twitter, it can reach 1 billion unique mobile devices through its MoPub network, which places ads inside of hundreds of apps. Twitter acquired MoPub last year for roughly $350 million. The company has reached a more limited audience of 240 million users through its own Twitter.com website and mobile apps.
According to Twitter developers will now be able to target their so-called app-install ads on Twitter, based on user interests. For instance, a game publisher could promote its mobile games to Twitter users who have been identified as gamers.