Services & Software

Twitter buys native ads publishing platform Namo Media

The deal, reportedly worth less than $100 million, is meant to give app developers more ways to monetize their work.

Twitter has snapped up Namo Media, the developer of a native ads platform. James Martin/CNET

Twitter said Thursday that it has acquired Namo Media, a native advertising platform for app developers.

Although Twitter did not disclose the purchase price in a blog post about the deal, the Wall Street Journal reported that it was for less than $100 million.

The Namo Media acquisition comes on the heels of Twitter's $350 million purchase of mobile ad network MoPub last year. Twitter said in its post that with both MoPub and Namo Media on board, it will be able to build "the best [possible] native ads platform for app developers and publishers."

On the heels of two financial quarters that have disappointed investors due to slow user growth, it is incumbent on Twitter to do whatever it can to boost revenue. Its ads initiatives are a key part of that, especially if it cannot dramatically increase its user base in the short term. Making it easier for app developers and publishers to create useful advertising is clearly a part of Twitter's strategy for bringing in more revenue.

Twitter did not immediately respond to a request for comment about the value of the Namo Media deal. Twitter shares are up 1.58 percent today, at $34.46.