Twitter buys TapCommerce

New York: Twitter is fattening its mobile ad    portfolio by agreeing to acquire TapCommerce, a company that    specialises in targeting app consumers, the latter has said.  The price was not given but the Wall Street Journal put it   at around USD 100 million, quoting a source close to the    transaction.   

Based in New York, San Francisco and London, TapCommerce specialises in targeting consumers who have downloaded an app and trying to entice them to come back to it. The firm says it   is present on 50,000 apps.  

"The TapCommerce platform is already deeply integrated  with MoPub, Twitter's mobile-focused RTB ad exchange. We look forward to growing our role as an integral part of the Twitter Publisher Network," TapCommerce co-founder Brian Long wrote on the firm's blog.   

He said the acquisition would have no effect on current   users of TapCommerce.  Since the start of the year Twitter has been on a shopping  spree, buying in particular companies that measure TV    audiences or the impact of TV programs or ads on social media, including Gnip or SnappyTV in the US, Mesagraph of France and  SecondSync in Britain