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Twitter to promote app downloads in mobile timelines

Twitter's new mobile advertising suite lets companies pitch their mobile apps in promoted tweets or place ads inside other apps.

The suite combines Twitter Cards, a feature that automatically adds Google Play and App Store links to tweets, and Promoted Tweets, sponsored tweets that appear in people's timelines. Users will be able to download apps directly from their timelines, Twitter said Thursday.

The new suite also allows marketers to promote their apps outside Twitter through MoPub market, a mobile-focused ad exchange Twitter bought last September for a reported US$350 million. The MoPub exchange reaches more than 1 billion unique devices and handles more than 130 billion ad requests inside Android and iOS applications every 30 days, according to Twitter.

The combined interface at ads.twitter.com is initially available only to U.S. advertisers taking part in the beta test, Twitter said.

Mobile advertising is on the rise, according to ZenithOptimedia, which in early April predicted that global expenditures on mobile ads will grow from about $13 billion in 2103 to about $45 billion in 2016.

Twitter is not the only company ramping up its mobile advertising efforts now.

Earlier this week Telefónica, one of the world's largest telecom operators, announced a mobile ad-exchange platform using its customer demographics and real-time location data to serve targeted mobile ads.

Loek is Amsterdam Correspondent and covers online privacy, intellectual property, open-source and online payment issues for the IDG News Service. Follow him on Twitter at @loekessers or email tips and comments to loek_essers@idg.com

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