posted at 20:00
Author: Richard Byrne Reilly
Wed, 30 Jul 2014 02:50:22 +0000
As of Tuesday, Twitter is a mobile first player. No, really!
Here's the kicker: 81 percent of that haul derived from Twitter's mobile ad offerings. Twitter's mobile base climbed too, to 211 million, a 29 percent year-over-year increase. Without question, these numbers were bolstered by Twitter's show in the World Cup in Brazil, where millions of mobile Tweeters blasted play-by-plays of their favorite teams to their country brethren scattered over the globe. To be sure, Google and Facebook dominate the mobile ad arena, accounting for nearly two thirds of a pie that totaled over $17 billion in 2013 and is projected to crest $34 billion by years end, according to analysts who monitor the mobile space. Which is why it's been on something of a mobile analytics buying binge, purchasing 12 companies since the outset of 2013, for over $1 billion collectively. Purchases include, among others, advertising play Trendrr, mobile advertising stalwart MoPub, mobile ad player Namo Media, and - and perhaps the best of the lot - TapCommerce, a mobile retargeting ad heavyweight. It was not clear Tuesday what the breakdown was for Twitter's mobile ad revenues in terms of mobile app installs versus other mobile ad revenue. In the end, Twitter has lots to do before it swoops firmly behind Google and Twitter in mobile ad intake.

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