Twitter has acquired mobile ad specialist Namo Media as it tries to increase advertising revenues and answer investor concerns about its growth prospects.
The San Francisco-based company bought the mobile ad exchange MoPub for around $350m last October and it said today the Namo buy - for an undisclosed price - would help it to introduce less intrusive "native" ads on mobile for users.
In a blog note, it said:
We believe strongly that all app developers large and small should be able to monetise their applications without sacrificing the user experience. In our conversations with the Namo Media team, it became clear we share a vision for how native advertising can improve the state of mobile app monetisation for marketers, app publishers, and users.
Twitter is competing with Google for mobile advertising and, ironically, Namo was founded by a Google employee with seed funding from its VC arm Google Ventures.
As Hannah Kuchler, Tim Bradshaw and Arash Massoudi reported overnight, Twitter is also looking at online music acquisitions. It has been coming under fire from Wall Street for slowing user growth - its shares have almost halved in value in the year to date, as investors worry that the social network would get stuck at just a fifth the size of Facebook.