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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 social network wants developers to use its tools to make mobile apps, while also integrating its service along the way.
The social network points to data about interactions from TV, other websites and the World Cup as signs that it has plenty of room to grow.
The company's latest acquisition adds advertising retargeting technology.
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.
The deal, reportedly worth less than $100 million, is meant to give app developers more ways to monetize their work.
The company apparently held talks with Soundcloud but decided not do so with Pandora or Spotify, despite considering acquisition bids.
What could've been the social network's biggest acquisition to date now appears to be kaput, according to reports.