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Twitter to buy Namo Media to bolster mobile-ad reach

LiveMint logoLiveMint 05-06-2014 James Callan

New York: Twitter Inc agreed to buy Namo Media as the microblogging site seeks to bolster its reach in mobile advertising.

Twitter announced the acquisition in a blog post, without releasing financial terms of the deal.

As Twitter competes with Facebook Inc and Google Inc. in the market for mobile ad dollars, the purchase of Namo Media brings technology for so-called native advertising, a strategy that blends ads with the rest of a website. Using its ad network, acquired in last year’s purchase of MoPub, Twitter has said it can reach more than 1 billion phones.

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, San Francisco-based Twitter said on Thursday.

Native advertising has become valuable as Internet users get more accustomed to ignoring the typical display and pop-up ads that appear on the edges of Web pages. A native ad in a news application could look like a promoted story, or a marketing message in a game could blend into the way it is played.

Twitter shares rose 2.5% to $33.72 at 9:10 am in early trading in New York. BLOOMBERG

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