The popular micro-blogging site paid $350 million in stock for MoPub, according to an unnamed source quoted by Reuters.
Like Google’s DoubleClick, MoPub lets companies keep track of ad inventory in real time.
“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,” Twitter said in its blog post. “We’ll maintain the same high quality standards that define our platform today. Our approach is to show an ad when we think it will be useful or interesting to a user, and that isn’t changing.”