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Twitter Introduces Mobile App Install Ads And Integrated Ad-Buying With MoPub

TechCrunch TechCrunch 17/04/2014 Anthony Ha

It looks like Twitter is hoping to earn more ad dollars from mobile app publishers and developers.

The company is announcing several new features today that Vice President of Revenue Kevin Weil described as adding up to “an easy and scalable way to drive app installs and app engagement, both on Twitter and off Twitter.” Those include the ability to pay for Promoted Tweets that drive app installs (something that had been and , but not confirmed by the company), and to buy ad campaigns that run on both Twitter and the MoPub network.

Weil said that like Twitter’s other ad units, the app install ads began as an “organic” experience on the service. The company introduced cards (those are the special tweet formats that can feature different types of multimedia content) that . Since then, the company has been building out the targeting and measurement needed to support ads of this kind, and Weil said it can now offer “one seamless experience across targeting, creative, and measurement.”

Apparently Twitter has already been running test campaigns with advertisers including SeatGeek, GREE, and GetTaxi. Twitter’s includes quotes praising the ads, with SeatGeek co-founder Russ d’Souza saying the ads deliver “high-quality, transactive app users, which is more than can be said about the vast majority of mobile ad platforms out there right now” and GetTaxi Vice President of Global Marketing Rich Pleeth saying Twitter has “jumped to be our number one acquisition channel.”

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