Agencies React: MoPub Buy ‘Reclassifies’ Twitter


Twitter-MoPubTwitter’s acquisition of mobile ad exchange MoPub adds a new layer to its strategy.

In addition to selling native ad units, Twitter will become a seller of standardized mobile ads as well — perhaps with its own user data thrown into the mix.

“Buying MoPub reclassifies Twitter beyond a social platform, or even a broadcast platform with social capabilities to a true player in the rapidly evolving mobile ecosystem,” said Andrea Wolinetz, managing director for connected platforms at PHD.