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Twitter swallows BEHAVIOURAL AD firm TapCommerce

'Buy Now' buttons make brief appearance

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Twitter plans to buy mobile behavioural ad outfit TapCommerce for an undisclosed sum.

It's the micro-blogging site's latest strategy to attempt to turn around a profit at the company, which floated on to Wall Street late last year.

Twitter said in a blog post that TapCommerce was "a leader in mobile retargeting and re-engagement advertising."

It said:

Combined with our other ad solutions, advertisers will be able to drive conversions and ROI [return on investment] with mobile consumers on and off of Twitter, across the full user lifecycle - from acquiring new users through app installs, to engaging existing users who already have the advertisers’ apps on their device. And if you’re an everyday mobile user, we expect this will mean better and more relevant ads in the apps you use.

Twitter - which according to Bloomberg will pay around $100m for TapCommerce - noted that mobile users were increasingly using their smartphones to shop online.

The company's comment came as a "Buy Now" button was spotted in the tweeting wild by Re/code.

It noted that the mobile app of Twitter displayed the new feature, but added that tapping on it led nowhere. Re/code noted that someone had claimed to have progressed to a checkout page when selecting the "Buy Now" button earlier on Monday, but was unable to replicate the functionality.

Twitter, however, has kept schtum on whether such a purchasing button is coming to the 140-characters-or-less blabber service soon. The "Buy Now" button has since disappeared.

Meanwhile, the firm is flogging more enticing (read: invasive) behavioural goodies to ad men.

Twitter said in a separate blog post that it was now offering its "mobile app promotion to all advertisers globally".

It means that, as well as fixing on "interest, keyword, TV targeting and tailored audiences", advertisters can now "layer on gender, geo, language and mobile platform targeting" to help them better track users. The end goal? To eventually pull Twitter out of the red even as it struggles to grow its userbase. ®

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