Twitter acquires CrossInstall to bolster mobile playable ads

Twitter this week confirmed that it acquired mobile advertising company CrossInstall for an undisclosed sum.

As part of the deal, all of CrossInstall’s 70 employees across five global offices will join Twitter.

CrossInstall provides a mobile-only programmatic ad platform to help advertisers acquire users through playable and interactive ads. Major clients include gaming developers such as Jam City and Machine Zone.

Launched in 2012, the company never raised outside funding.

In a blog post, the company wrote:

“This acquisition is a major milestone for the founders, our employees, our network of designers and developers around the globe and most importantly, our advertisers. Nearly 8 years ago we started CrossInstall with the goal of creating a world-class programmatic ad platform. We started small. There were 5 co-founders and a handful of employees working in a windowless office in downtown San Francisco. We had no funding and very little tech. Nobody knew what a “playable ad” was and the term “programmatic” was still being used by every ad platform even though few in mobile knew what it meant.”

It confirmed that the move to join Twitter would not affect its advertising services. Instead, the company was looking to grow its partnerships through the combined expertise.

For Twitter, the acquisition could “help accelerate [its] advertising product road map in 2020 and beyond,” according to Bruce Falck, Twitter general manager of revenue product. It would help to increase MoPub’s value to mobile app developers.

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