Twitter Inc (NYSE:TWTR) is continuing with its trend of acquiring start-ups, and now it has roped in mobile ad specialist Namo Media. For developers, the ad firm helps in creating revenue, and at the same time is not objectionable to users as the ads are in-streamed in the midst of the app.

Developers could customize the modules as per their liking as the start-up provides “adaptive templates.” Since the ads resemble more of the rest of the app, chances of user engagement goes up, which would be beneficial for advertisers and ad networks.

Twitter focusing on native mobile ads

Twitter Inc (NYSE:TWTR) linked the acquisition with MoPub, which it acquired in September last year. In April, the micro-blogging site offered customers the facility to create, manage and sell direct-sold and in-house native ads through the platform.

“In our conversations with the Namo Media team, it became clear we share a vision for how native advertising can improve the state of mobile app monetization for marketers, app publishers, and users,” Twitter said in a blog.

Twitter Inc (NYSE:TWTR) is certainly focusing on native mobile ads to help it in solving its biggest problem of slowing user growth. The acquisition will surely boost company’s mobile effort. In its latest earnings report, the company revealed 198 million mobile users, indicating 78% of the users access the site from a mobile device. Also, more than 75% revenues come from the mobile segment.

Namo to integrate with MoPub

Namo Media will wind its operation and work along with the MoPub platform. Namo Media said it will continue with its effort on providing native advertising platform for app developers, however, the company gave no information whether the product will be its own or of Twitter Inc (NYSE:TWTR). The start-up said, it will continue “to improve the native ad landscape for all mobile app developers.”

“Combining our technology with MoPub will offer our current and future customers a more powerful platform to generate revenue, all while preserving an amazing user experience,” Namo Media said in a blog.

As of now, financial terms of the deal have not been disclosed. San Francisco-based start-up has been funded by many investors including Google Ventures, Andreessen Horowitz, Betaworks, Trinity Ventures, Susa Ventures, Chung-Man Tam, Kevin Scott, Garrick Toubassi, Ben Ling,  Michael Levit, Tikhon Bernstam, and Paul Buchheit.