Twitter Acquires Mobile DSP CrossInstall To Boost Performance Ads

Twitter has been making significant investments in performance advertising for the past few years. The last step taken by the social media giant is to acquire mobile demand-side platform CrossInstall

People staying at home due to Coronavirus are now using social media platforms more in order to spend time and stay in touch with their friends. Twitter has grown significantly in the first quarter of 2020 exceeding all the expectations and the number of its daily active users reached 166 million.

Although Twitter’s number of users rose to a record level, the company’s advertising revenue decreased by 27% compared to the previous year due to the current economic problems all over the world.

Recently, the company took an important step to reverse this and acquired mobile DSP CrossInstall, which has 8 years of industry experience. On May 14, Bruce Falck shared a tweet about the deal.

CrossInstall, which was founded in 2012 and providing developers with user acquisition and interactive ad solutions since then, announced its acquisition by Twitter with a blog post. 

“The combination of CrossInstall and Twitter will highlight Twitter’s commitment to performance advertising. Together, we’ll be working to expand Twitter’s reach into all areas of app install and performance advertising while increasing the value that MoPub [a Twitter-owned monetization platform] offers to mobile app developers. Together, we have a clear mission.’’

CrossInstall

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Written by Sophie Blake

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