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Twitter acquires venture capital-backed MoPub

10 Sep 2013

exit sign_sqVenture capital-backed mobile advertising specialist MoPub has been bought by Twitter in what has been reported to be its largest acquisition to date.

The sides did not disclose the financial terms of the deal, but the FT said that the company was priced at 16m Twitter shares, valuing it at around $300m to $400m.

In September last year MoPub raised a $12m Series B round from Jafco Ventures, Accel Partners and Harrison Metal Capital.

MoPub CEO Jim Payne said, “Like MoPub, Twitter has been ‘mobile first’ since their inception, which makes our two companies a natural match.

“In addition to investing in new capabilities for our publisher platform, we believe there are opportunities to bring better native advertising to the mobile ecosystem. With the support of the team and resources of Twitter, we’ll be able to move even more quickly towards the realization of our original vision.”

Twitter said in a blog post that it will use MoPub’s technology to build real-time bidding into its ads platform so our advertisers can more easily automate and scale their buys.

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