May 27, 2014, 12:36 PM

Twitter inks a mobile advertising deal

The social network sealed a deal with Omnicom Media Group worth $230 million over the next two years.

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Twitter unveiled today a deal with Omnicom Media Group, the advertising conglomerate that owns firms such as BBDO and DDB Worldwide Communications Group Inc., that’s worth $230 million in mobile ads over the next two years, Omnicom confirmed.

The deal will integrate Omnicom’s programmatic ad buying unit, called Accuen, with Twitter’s mobile ad network, MoPub Marketplace. Programmatic ad buying uses continuously collected web data to provide an automated way for marketers to bid on and buy online ads. Accuen provides a marketplace for marketers to purchase ads, segment audiences and access analytics. Programmatic ads are only available today on third-party sites in the MoPub network like its mobile apps, but Twitter plans to allow marketers to purchase ads programmatically on Twitter’s site soon.

The deal will also allow Omnicom to lock in advertising rates and access to MoPub’s inventory of ads as well as get a first look at new ad units developed for Twitter. Twitter has said that MoPub reaches more than 1 billion unique devices and handles more than 130 billion ad requests every 30 days.

Social networks like Twitter and Facebook have been busy striking advertising deals. Last week, Facebook reached a deal with Starcom MediaVest Group, a subsidiary of advertising company Publicis Groupe, to co-create advertising products around data, video and images on both Facebook and Instagram. Twitter struck a similar deal in April 2013 with Starcom MediaVest Group. Facebook-owned Instagram signed an advertising deal with Omnicom in March 2014. 

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