Small Business News

Twitter Buys Native Ad Tech Company

Twitter has acquired Namo Media, a native advertising company known for in-stream ad technology. It’s backed by Google Ventures, betaworks, Trinity Ventures, Andreessen Horowitz, and Susa Ventures as well as angel investors including Kevin Scott, Chung-Man Tam, Keith Coleman, Garrick Toubassi, Tikhon Bernstam, Michael Levit, Benjamin Ling, and Paul Buchheit.

Both Twitter and Namo Media have confirmed the news, though terms were not disclosed.

Twitter’s VP of Product Kevin Weil had this to say on the Twitter Advertising blog:

We’re excited to let you know we’ve agreed to acquire Namo Media! Since we acquired MoPub last October, we have been working to bring native ads to mobile app publishers in order to create a more seamless and less intrusive ad experience for users. We believe strongly that all app developers large and small should be able to monetize their applications without sacrificing the user experience.

In our conversations with the Namo Media team, it became clear we share a vision for how native advertising can improve the state of mobile app monetization for marketers, app publishers, and users. We’re thrilled to add Namo Media’s expertise and technology to the ecosystem MoPub and Twitter have already developed to continue building the best native ads platform for app developers and publishers.

A message on the Namo Media blog says:

At Twitter we’ll continue to work on building the best native advertising platform for app developers with the goal of continuing to improve the native ad landscape for all mobile app developers.

Combining our technology with MoPub will offer our current and future customers a more powerful platform to generate revenue, all while preserving an amazing user experience. If you’re an existing publisher partner looking for more information on how to take advantage of these future capabilities, we’ll reach out to help you transition to MoPub’s native ads platform.

Twitter opened up MoPub’s programmatic native advertising platform to all advertisers less than two months ago.

Last week, the company made a two-year $230 million deal with Omnicom to integrate its programmatic ad buying network Accuen with the MoPub exchange.

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