Twitter has announced the acquisition of MoPub, the world’s largest mobile ad exchange. MoPub built its exchange up to a $100 million revenue run rate earlier this year.

Kevin Weil, Twitter’s VP of Revenue Product, explained in a revenue that the acquisition is meant to help the company capitalize on the trends of mobile and programmatic advertising. Twitter says it will continue to invest MoPub’s core business while also using the firm’s technology to introduce real-time bidding for ads on its own platform. MoPub CEO Jim Payne will join Twitter as a Vice President of Exchange.

Last week, Twitter acquired social data company Trendrr to expand its reach in the TV and media space. Twitter’s latest acquisitions have been interpreted as efforts to ramp up revenue opportunities in preparation for an IPO.

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