Twitter is said to be in talks to acquire Internet advertising firm Adgrok, a move that could boost the microblogging site's products such as promoted tweets and promoted trends.
Twitter may pay less than $10 million for the keyword bidding platform, Techcrunch reported, citing multiple sources.
San Francisco-based AdGrok, whose tools help businesses manage their Google AdWords accounts, is a Google AdWords Certified Partner, and its Grokbar tool was reviewed by Google and granted Preferred API Access.
Grokbar lets customers look at any page on their website and see data about all the AdWords campaigns pointing to that page, thereby viewing how much customers paying for each campaign and how the campaign is performing. Grokbar also saves costs for customers by killing underperforming ads and create new ones.
Adgrok, whose CEO is Antonio Garcia-Martinez, is a Combinator-backed startup.
Meanwhile, Twitter is in an acquisition spree and most recently acquired popular Twitter application TweetDeck for about $40 million. In 2010, Twitter bought Tweetie and made it as Twitter for iPhone and in 2008, it acquired the Summize search engine and turned it into Twitter Search.
Earlier, it acquired analytics company Smallthought Systems, the company that provides analytics service called Trendly which tracks real-time changes and user trends for Web site owners.