Get Ready for More Ads on Twitter

You will likely see more ads on your Twitter feed that link to mobile apps in the Apple and Google stores.

After a test period, Twitter said Monday that it was rolling out globally its “mobile app installs” program, which lets companies promote their mobile apps in users’ feeds.

Twitter began testing the program with a limited number of advertisers in the U.S. in April—tests that the company says went well. Participants in that program included mobile ride-hailing service Lyft and games publisher Electronic Arts.

The program lets companies publish links to download mobile apps. These ads are meant to appear like regular posts in users’ feeds.

Mobile app ads have become very successful for Facebook, helping to drive the download of roughly 60 percent of the top-grossing apps in Apple’s App Store, according to Facebook.

Twitter, for its part, is looking to better monetize its service amid sagging user growth. The company has yet to turn a profit.

Twitter already lets advertisers target their ads by users’ interests, keywords, favorite TV programs, language and other criteria.

Advertisers promoting their mobile apps will be able to leverage those capabilities too, Twitter said.

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