Twitter Buys "Anti-Malvertising" Start-up
In the interest of more secure ad products, Twitter this week acquired spam and malware protection service Dasient. Mashable sees the deal as an effort to bolster Twitter’s forthcoming self-serve advertising service, which is currently being beta tested by a small number of advertisers.
According to a Twitter spokesperson, Dasient’s team will be integrated into Twitter’s “revenue engineering team because they have a deep understanding of advertising-platform security issues.” Founded by former Google employees and funded by Google Ventures, as Mashable reports, Dasient launched an “anti-malvertising” service in 2010 and has been active in securing ad networks. Meanwhile, Twitter is all too familiar with serious security issues. As such, “Protecting users from potential spam and malware attacks is important for the company’s image and reputation.”
As Mashable notes, Twitter has moved slowly into paid advertising, starting with “Promoted Tweets” in 2010. “Self-serve ads could be a huge generator of profits,” Mashable insists. “The revenue Google and Facebook captured from self-service advertising rocketed those companies’ profits into the stratosphere.”