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Twitters Gears Up For IPO with Acquisitions
By: Amanda Markell
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If you are curious about what the future holds for Twitter, take a look at their recent acquisitions. In February Bluefin was acquired, In August Tendrr, and in September MoPub. These strategic moves point to a stronger data-based, advertising-focused company.
The first was Bluefin Labs at the price of approximately $90 million. Bluefin products track tweets engaging with specific TV programs; the technology then targets those customers with promotional tweets relating to commercials that air during the shows they watch.
Deb Roy, co-founder of Bluefin, stated that “this whole thing is about taking common sense and making it scale and making it quantitative. If you can take [our analytics service] and not just do it about [one event, like] the Super Bowl, but do it for all TV shows … now you have this comprehensive view into how TV is driving engagement.”
Next came the Tendrr acquisition, following in line with the TV-oriented trend of Bluefin. Tendrr brings to Twitter real-time TV-related social media data tracking and analysis.
Mark Ghuneim, CEO and Founder of Tendrr, says “Having sat at this intersection of TV and social media for years, we’ve analyzed data from lots of platforms. What makes Twitter uniquely compelling among these platforms is its connection to the live moment — people sharing what’s happening, when it’s happening, to the world. We think we can help amplify even stronger the power of that connection to the moment inside of Twitter.”
Finally, just a few weeks ago, MoPub was acquired for an amount estimated at $300 million. MoPub is a startup that helps mobile application publishers manage their ad inventory through real-time bidding (RTB) in what is called the "MoPub Marketplace." MoPub customers include WordPress, Flixster, ngmoco, and OpenTable.
Kevin Weil, VP of Product and Revenue at Twitter, says “We also plan 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; our approach is to show an ad when we think it will be useful or interesting to a user, and that isn’t changing.”
Twitter’s tweet on Thursday September 12 helped connect the dots: "We’ve confidentially submitted an S-1 to the SEC for a planned IPO. This Tweet does not constitute an offer of any securities for sale." Twitter has been sharpening their focus around revenue generation through these valuable acquisitions to move into the public market. In December, we should hear more about Twitter’s IPO and their first step into Wall Street.

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About the Author
Amanda Markell is a marketer in the Greater Boston Area with a passion for branding, new media, and customer insights. 
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