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Twitter Adds Native Advertising Across Mobile Web Using Exchange

Twitter Inc. said it will help sell native advertisements on mobile applications, capitalizing on its recent acquisition of a mobile-advertising exchange.

The ads are dubbed native because they would blend into the content around them, making them seem like a part of the app, the San Francisco-based company said in a blog post. Twitter is broadening advertising across the mobile Internet after acquiring MoPub Inc., a mobile ads exchange, in October for about $350 million in stock in its biggest-ever acquisition.