With MoPub, Twitter is growing in the pub for mobile

The microblogging service has developed its tools to monetize mobile applications. With MoPub it accesses more a true marketplace for advertising communication on smartphones.

Twitter announced on its official blog the acquisition of MoPub, a start-up in San Francisco founded in 2010 by Jim Payne (eg Google, photo) and Nafis Jamal (ie AdMob) has developed a management platform for mobile banners. The tool allows publishers to mobile applications involve campaigns of various origins (direct advertisers, promotions, external boards and auction buyers via MoPub marketplace) to optimize at any time the inventory of available locations.

Twitter plans to integrate real-time auction marketplace MoPub of its own advertising platform on the microblogging service.

The acquisition would take place entirely in the form of an exchange of shares for a value of approximately 350 million dollars or about 1% of the shares outstanding Twitter (Twitter's action is not yet listed, it will be probably from 2014).

According to Jim Payne, CEO of MoPub, we can compare the purchase of MoPub by Twitter, proportionately, than DoubleClick by Google in April 2007 for  3.1 billion dollars. This indicates that retain MoPub Twitter as an open platform for other publishers rather than the book for his own use.