Twitter starts pushing mobile app-install ads

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Twitter on Thursday announced a new advertising platform through which it intends to grab a share out of the increasing app advertising vertical. The microblogging site said the new mobile advertising suite will make it easier for advertisers to promote their mobile apps on Twitter as well as through the thousands of mobile apps that use MoPub to serve their ads.

Kelton Lynn, product manager for revenue at Twitter, in a blog post said that the new mobile advertising network will give advertisers an “unparalleled scale” across the global mobile ecosystem.

“The MoPub marketplace reaches more than one billion unique devices and handles more than 130bn advertisement requests inside Android and iOS applications every 30 days, making it one of the largest mobile advertisement exchanges in the world,” Lynn said.

Developers will be able to easily target their so-called app-install ads based on user interests on Twitter. This means that users will be able to click on the ads and download the promoted applications from Apple’s App Store and Google Play directly from their Twitter timeline.

MoPub was acquired by Twitter in 2013 for roughly $350 million. The social blogging giant said it could reach around 1 billion mobile devices through its MoPub network. The social giant said it now has an ad reach that spans the 241 million active users through its own Twitter.com Web site and mobile apps.

Seatgeek, GREE, and GetTaxi are some of the early beta partners in the promoted app program. For now, the new advertising suite has been made available to US advertisers in private beta.

The announcement from the blogging giant comes in time when its rival Facebook is reportedly busy testing its own mobile advertising network.

Following the announcement, Twitter shares rose 3.6 percent, or $1.60, to $46.02.