Twitter to Buy Mobile Ad Retargeting Firm TapCommerce

Twitter is to acquire New York-based mobile ad retargeting and re-engagement advertising specialist TapCommerce, in a deal reported to be worth around $100m.

Founded in 2012 by three alumni of NYU's Leonard N. Stern School of Business - Brian Long (pictured), Samir Mirza and Andrew Jones - TapCommerce helps advertisers identify their best potential customers and bring them back to complete their purchases on their smartphone or tablet. Its platform now processes more than fifteen billion targeted ad impression bids each day, across 50,000 apps worldwide, and can be used to build real-time targetable segments based on user activity.

The firm has offices in New York City's Union Square, in San Francisco and in London, and last November raised $10m in a Series A round of funding from firms including Nielsen Ventures.

In a statement on its blog, Twitter said the acquisition will enable it to offer mobile app marketers 'more robust' capabilities for app re-engagement tools, as well as better measurement capabilities. Long adds: 'Our focus on creating engaging brand experiences for mobile consumers aligns perfectly with Twitter's product and core values, making TapCommerce a natural fit in Twitter's expanding mobile advertising stack.'

Web sites: www.twitter.com and www.tapcommerce.com .