In a move to further bolster its mobile advertising efforts, Twitter announced today that it is acquiring mobile native ad specialist Namo Media. Since it bought the mobile ad network MoPub last year, Twitter has been placing bets on native advertising.
Of course, most of Twitter’s ads have always been “native.” That is promoted tweets appear in users’ streams like any other tweet, except they are tagged promoted. But Twitter also sells advertising that appears on other platforms and apps and the MoPub product, which will now incorporate features from Namo Media’s platform, is a key to that effort.
“Since we acquired MoPub last October, 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,” Twitter VP of product Kevin Weil wrote in a blog post. “We believe strongly that all app developers large and small should be able to monetize their applications without sacrificing the user experience.