Twitter acquires global native mobile ad startup Namo Media

After striking a deal with Soundcloud a few weeks back, today Twitter has acquired Namo Media, a native mobile ad startup.

The startup became popular for its unique feature that helped developers publish native in-stream ads in the core of their apps. This opportunity was conceived as revenue source for developers without losing the seamless app experience.

The startup has preset ‘adaptive’ templates that developers could customize according to their requirements and include them in their app as a module.

Speaking about the acquisition, Kevin Weil wrote on the Twitter Blog,

“We’re excited to let you know we’ve agreed to acquire Namo Media! Since we acquired MoPub last October, we have been working to bring native ads to mobile app publishers in order to create a more seamless and less intrusive ad experience for users. We believe strongly that all app developers large and small should be able to monetize their applications without sacrificing the user experience.”

This product gave developers the freedom to customize ads to suite their app’s UI increasing the probability of user-engagement over the ad. More user-engagement over ads would result in better click rates and good revenues for developers from advertisers.

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Twitter plans to keep Namo Media as an independent entity that will keep building on their native ad platform for app developers globally.

Namo Media shared the same feelings on their blog,

“It’s because of that philosophy, and through our conversations with the MoPub team at Twitter, that we realized we’d be able to create better solutions together, so we’re making it official by joining the flock! At Twitter we’ll continue to work on building the best native advertising platform for app developers with the goal of continuing to improve the native ad landscape for all mobile app developers.”

Combining ad native technologies of MoPub and Namo Media will offer the current and future customers a more powerful platform to generate revenue, all the while preserving an amazing user experience.

It’ll be interesting to see how Twitter will utilize Namo Media’s platform to boost its ad revenues.

2014 is not even half way done and we have already witnessed some very interesting M&A actions.

Subodh Kolhe