Twitter reveals US$230m advertising deal with Omnicorp

27 May 2014

Twitter has made its latest push into mobile advertising with a deal with Omnicorp for US$230m to collaborate to bring advertising through Twitter’s mobile service.

As part of the deal, Twitter’s ad exchange service Mopub will integrate with Omnicorp’s ad buying unit Accuen as well as locking in ad rates and advert inventory, according to the Wall Street Journal.

Omnicorp will also be given a first look at any future developments on the micro blogging site in terms of new opportunities and ad units that become available over time.

This will mark the second major advertising deal struck between Twitter and other large advertising corporations including last April’s deal with Publicis who also this month struck a deal with one its largest social media competitor, Facebook.

Twitter’s president of global revenue, Adam Bain said of the deal: “This is the first holding company agreement we’ve done on the mobile ad exchange side. It’s great for us because we’ll now have high-quality advertisers coming through the exchange.”

As things currently stand with Twitter’s MoPub, advertising bought to show on Twitter using the MoPub network onlyappear on third-party sites but this will allow them to, in the future, let companies advertise on their own sites.

Meanwhile, Omnicorp’s statement on the multi-million dollar deal said: “Our agreement with Twitter reflects what we look for in a media partnership – the opportunity to deliver first-to-market benefits that impact all aspects of all Omnicom clients’ digital investments, from content to placement to measurement.”

Twitter homepage image via Shutterstock

Colm Gorey was a senior journalist with Silicon Republic