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.”.