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Mobile ad tech startup TapCommerce now belongs to Twitter

Re/code jour­nal­ist Ina Fried has revealed that New York’s mobile tech start­up Tap­Com­merce has just been acquired by Twit­ter. Found­ed in 2012, Tap­Com­merce rapid­ly estab­lished itself as a leader in mobile ad retar­get­ing. As any prod­uct man­ag­er famil­iar with the process could tes­ti­fy, while it’s rel­a­tive­ly straight­for­ward on desk­top devices to help busi­ness­es tar­get ads based on a user’s pre­vi­ous activ­i­ty, the absence of cook­ies on mobile demands an alto­geth­er new approach. Desir­able tech­nol­o­gy That’s where Tap­Com­merce stepped in: accord­ing to its CEO and co-founder, Bri­an Long, it was able to retar­get ads on mobile devices by using “large amounts of data cou­pled with sophis­ti­cat­ed sta­tis­ti­cal analy­sis.” An ecom­merce app, for instance, could be fed with retar­get­ed ads by Tap­Com­merce to encour­age lapsed cus­tomers to come back by tempt­ing them with new sales or pro­mo­tions. The new deal with Twit­ter is said to be worth $100 mil­lion, although the microblog­ging jug­ger­naut has so far declined to con­firm the price tag. But if that’s an accu­rate ball park fig­ure, you don’t need to be a sea­soned prod­uct man­ag­er to fig­ure out that TapCommerce’s plat­form was being eyed hun­gri­ly by the social net­work­ing giant, which has just announced new mobile app install…

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