Twitter has closed a $230 million, mobile-focused deal with Omnicom

Twitter’s MoPub will integrate with Omnicom’s programmatic ad purchasing product in a two-year deal valued at $230 million. The agreement includes a “‘first look’ at mobile-ad units created by Twitter.” The Omnicom deal could indicate that Twitter’s purchase of MoPub, a $350 million bet into the mobile space, wasn’t a misplaced wager. The deal expanded Twitter’s reach away from its own user base. That matters as investors appear to be skittish regarding Twitter’s ability to grow its own audience. At the time of purchase, Twitter indicated that it planned to use MoPub’s technology to build real-time bidding into the Twitter ads platform so our advertisers can more easily automate and scale their buys.”

Omnicom Media Group announced a mobile-focused deal with Twitter on Tuesday, worth $230 million over the next two years. The deal will integrate Omnicom’s programmatic ad buying unit Accuen with Twitter’s ad exchange MoPub, which it purchased for a reported $350 million in September. In addition to locking in ad rates and inventory access for Omnicom agencies, the arrangement will also give the holding company a “first look” at new ad units and opportunities being developed by the social network. Like many of these deals, it will include an element of “research,” the companies said. “This is the first holding company agreement we’ve done on the mobile ad exchange side,” said Twitter’s president of global revenue, Adam Bain, adding, “It’s great for us because we’ll now have high-quality advertisers coming through the exchange.” Twitter has struck similar partnerships with other holding companies over the past two years. Last April it signed one with Publicis-owned Starcom MediaVest Group worth areported $200 million over two years, for example.

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