Twitter has launched app install and app engagement ad units on Twitter itself, and via the MoPub mobile ad exchange which it acquired last September. It has also launched a private beta in the US in which advertisers can run combined campaigns across Twitter and the MoPub network, potentially reaching more than 241m active users on Twitter, and more than 1bn mobile devices via the MoPub exchange.

The company says it has developed a full suite of targeting, creative and measurement tools to enable Twitter advertisers to effectively promote their mobile apps. These are currently being tested in a private beta, and Twitter says that some of its early beta partners, including Spotify, HotelTonight, Kabam, and Deezer, have seen promising results from the initial tests.

Rich Pleeth, VP, global marketing, at GetTaxi, another beta partner, said: “Twitter has jumped to be our number one acquisition channel; we couldn’t be happier with the results of the Beta. The engagement rates are remarkable, not only have we seen stellar results, but we’ve learned some great insights.”

The combined campaigns beta enables advertisers to set up campaigns on ads.twitter.com to run across the Twitter Publisher Network. These are automatically translated into programmatic bids on the MoPub exchange, on a level playing field with MoPub’s existing DSP partners.

According to eMarketer, mobile advertising accounted for 72 per cent of Twitters net ad revenues worldwide in 2013. Twitter accounted for 2.39 per cent of global mobile ad revenues of $17.96bn in 2013.