Twitter to buy mobile ad firm TapCommerce in deal said to be worth US$100-million

the nokia bill gates model B-)

Financial Post | Business

Twitter Inc. agreed to buy mobile-advertising company TapCommerce, seeking to make more money outside of its main microblogging service by expanding promotions on smartphones and tablets.

Twitter will pay almost US$100 million to acquire TapCommerce, according to a person with knowledge of the matter.

TapCommerce targets people on their mobile phones or tablets with ads for things they’ve already expressed interest in buying, urging them to complete the purchase.

Twitter, which has faced slowing user growth for its main application, has been acquiring companies to expand the potential audience for its advertisers. The San Francisco-based company bought MoPub Inc., an exchange that can distribute advertisements on more than 1 billion mobile devices, in October. TapCommerce will be able to send ads to more than 50,000 mobile applications, according to Richard Alfonsi, Twitter’s vice president of global online sales.

The acquisition will give advertisers “access to additional off-Twitter inventory and buying…

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