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Twitter aims to draw in marketers and developers with a new ad service that promotes mobile apps far beyond users' timelines.
With the new platform, app developers should be able to automatically place ads in their mobile apps rather than building them piecemeal.
The company's latest acquisition adds advertising retargeting technology.
The social network goes after more ad sales with a unit meant to be effective for marketers and ideally enjoyable for users.
The information network purchases startup MoPub to help it serve and automate ads on iOS and Android.
The social network reportedly has a plan to boost revenue by targeting ads off Twitter.
The deal, reportedly worth less than $100 million, is meant to give app developers more ways to monetize their work.
With a massive photo up top and your bio along the left, the social network's new design smacks of Facebook's Timeline.
Current customers of LiveRail's website and app services include MLB.com, ABC, Gannett, and Dailymotion.
Twitter will tightly integrate the cloud-based platform for live clipping, editing, and distributing video across the Web.