Twitter officially takes on Facebook's app install ads; shares gain

|By:, SA News Editor

Twitter's (TWTR +2.9%) targeted mobile app install ads, already in testing, have officially launched.

As previously reported, the ads leverage Twitter's expandable card format. They also leverage Twitter's online ad-buying platform, and can be delivered on 3rd-party apps via MoPub's mobile ad exchange.

Twitter is looking to take a bite out of Facebook's (FB +0.1%) app install ad business, which has reeled in thousands of developers struggling to get recognized on the App Store and Google Play.

Facebook's app install ads drove 245M downloads last year Video ad support was added last fall.

Beta testers for Twitter's solution include Spotify and top Japanese mobile game platform Gree. The company suggests it plans to launch additional targeted ad products in tandem with MoPub.

Twitter's product teams haven't been shy about borrowing ideas from Facebook. Of course, the opposite also holds.