MoPub lets mobile application publishers manage and optimize multiple sources of advertising like direct ads, house ads, ad networks, and real-time bidding. Thus, Twitter plans to use their technology to bolster their advertising options to help reach an overall goal of $1 billion in revenue by 2014. In addition to reaching their $1 billion goal, Twitter is looking to utilize MoPub’s advertising technology to build real-time bidding into the Twitter ads platform. That would allow Twitter’s current advertisers to easily automate and scale their buys. The long-term approach by Twitter to only show useful and interesting ads to their users will not change because of this acquisition. They will, however, continue to invest in and improve the core business of MoPub to extend many types of native advertising across the mobile ecosystem.
