Namo media9/3/2023 Given that Namo has built a business that works on native ads for various mobile publishers, this is a further sign of how Twitter has ambitions to play beyond its own walled garden. That concept, incidentally, is something that Namo’s CEO Gabor Cselle has said in the past was an area that interested him. One recent example included adding a carousel-style feature to Namo’s ad format. So what Namo will bring is technology and engineers/expertise to expand that set of features. The cards that Twitter has been integrating into its stream have been growing in terms of the kinds of features that they cover - from buttons to get people to request more information, to videos and so on (with commerce potentially coming soon too?). “We believe strongly that all app developers large and small should be able to monetize their applications without sacrificing the user experience.” “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’s ad head Kevin Weil wrote in a blog post announcing the deal. ![]() The idea of seamless ads fits in with how Twitter has been trying to ramp up its own advertising business both on desktop and mobile versions - eschewing banners and ads in the margins in favour of tweets, and more recently cards, that appear in a user’s Twitter stream in the form of Promoted Tweets and Promoted Accounts. There are around eight people working for the startup now and from what I understand most will be joining Twitter. Namo Media is closing down its standalone operation and integrating into the Twitter-owned MoPub platform, the startup wrote in a blog post announcing the news. Twitter is not commenting on the price, but I have heard from reliable sources that it is around $50 million. It has acquired Namo Media, a specialist in “native ad” content that integrates with the site where the ads are being viewed, with a focus on mobile ads. Twitter has made another acquisition to build the social network’s ad tech business - specifically in the area of native ads.
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