Twitter goes on the offensive

Ollie Killick, Elizabeth Barry and Jed Hallam

Twitter platforms

For many users Twitter is the place where real-time conversation happens. This engaged audience and stream of real-time data has attracted advertisers and has started to turn into much needed advertising revenue.

The additional functionality and expertise Twitter gains as result of this acquisition will add to its second screen credentials and give advertisers more tools to better target their consumers across whatever screen they are engaging. No doubt we will see much more development in this TV, social, and mobile intersection.

Background

In a quest to scale and better tap into real-time sentiment and mobile targeting, Twitter has gone on an acquisition spree with the purchase of Trendrr, a social-TV analytics company, as well as MoPub, the world's largest mobile ad exchange. Both moves solidify Twitter's desire to bring together and own, particularly vis-à-vis Facebook, three key spaces: TV and online multi-screening, mobile, and programmatic buying.