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Twitter today has made another acquisition to build out its ad tech business — specifically in the area of native ads. It has acquired Namo Media, a specialist in “native ad” content that integrates with the site where the ads are being viewed, with a focus on mobile ads.

Namo Media is closing down its standalone operation and integrating into the MoPub platform that Twitter acquired last year, the startup wrote in a blog post announcing the news.

The idea of seamless ads fits in with how Twitter has been trying to ramp up its own advertising business — eschewing banners and ads in the margins in favour of tweets, and more recently cards, that appear in a user’s Twitter stream in the form of Promoted Tweets and Promoted Accounts.

“Since we acquired MoPub last October, we have been working to bring native ads to mobile app…

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