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Twitter unveils new mobile app advertising

Brett Molina
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Soon, advertisers will be able encourage Twitter users to install apps or engage with services directly from their Timelines.

The logo of social networking website 'Twitter' is displayed on a computer screen in London in this September 11, 2013 file photo.

Twitter announced the new endeavor in a blog post Thursday. Advertisers will use native ads such as Promoted Tweets that filter into user timelines. Early partners include streaming music service Spotify and games publisher Kabam.

According to sample tweets displayed by Twitter, advertisers can publish a Promoted Tweet that includes an install button so users can directly add the app to their mobile device.

Twitter advertising will also integrate the advertising exchange MoPub, acquired by the company last fall. Ads from Twitter's Publisher Network run on thousands of mobile apps, and U.S. advertisers will gain access in a private beta.

Shares of Twitter are up 3.4% in midday trading.

Follow Brett Molina on Twitter: @bam923.

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