In its bid to grow its user base and drive growth even further, popular micro-blogging social media platform Twitter recently completed the acquisition of New York-based social media advertising network startup Niche Project Inc. The deal’s financial terms were not disclosed.
Started back in 2013, Niche Project, like some other advertising platforms, serves a channel for bringing together content creators (often called publishers) and advertisers (or sellers). Niche Project was aimed at filling the void within the advertising industry, acting as a conduit to promising content creators on popular social media platforms like Instagram, Youtube, as well as Vine (which is Twitter’s short-form video sharing service), with advertisers who want to be in front of a massive and relevant audience.
Niche Project has gained popularity since the beginning by forging a win-win platform for content creators and advertisers. Now, Niche Project has caught the eye of Twitter as the startup’s ad network has grown to more than 6,000 content creators and an impressive list of advertisers. Aside from that, Niche provides innovative tools such as data analytics which give a holistic perspective of its users.
As of now, the deal with Niche Project is expected to benefit Twitter, in terms of linking budding content creators with the right advertisers. Advertising revenues has been the primary cash cow for Twitter thus far and they have plans to boost their ad portfolio. The increased adoption of smartphones and internet via mobile (smartphones and tablets) has also led to record growth in Twitter’s mobile ad revenues.
Twitter recently forged a deal with Google where Google users would be able to view real-time Twitter messages in Google search results. Just this January, Twitter added a brand new feature to its platform, which allows Twitter users to create and edit videos within the platform itself. As part of its latest ad distribution program Twitter likewise introduced tweet-based ads, called Promoted Tweets, on third-party mobile apps and websites.