The microblogging network aims to expand its marketing services for app developers.

Twitter has acquired CrossInstall, the company that allows advertisers to buy advertising with the help of automation, wrote Twitter’s revenue product lead Bruce Falck in his microblog. 

Falck says Twitter expects CrossInstall’s team to share knowledge of performance advertising and user acquisition strategies “that will help accelerate Twitter’s advertising product roadmap in 2020 and beyond”.

With the help of CrossInstall, Twitter wants to increase the value of its other platform MoPub to mobile app developers. MoPub is also an advertising platform for mobile apps.

All of the 70 CrossInstall employees will officially become a part of the Twitter team. However, they will operate as an independent company, AdExchanger reported.

“The combination of CrossInstall and Twitter will highlight Twitter’s commitment to performance advertising. Together, we’ll be working to expand Twitter’s reach into all areas of app install and performance advertising while increasing the value that MoPub offers to mobile app developers. Together, we have a clear mission”, says CrossInstall in its blog

CrossInstall focuses on interactive performance ads, particularly on playable advertisements that demonstrate the demo versions of the games. Major CrossInstall clients are Machine Zone, Jam City, SGN, and PuzzleSocial.

CrossInstall has delivered its ads on Twitter’s main rival platforms like Facebook, Snap, and Google. According to Mobile Marketer, the company will consider how to manage the connections with those digital media outlets later.

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