Twitter (now X) has been one of tech's most active acquirers, completing 86 acquisitions between 2008 and 2024. From its first purchase of search engine Summize to the acqui-hire of Yes, Inc. that brought new product leadership, Twitter's M&A strategy has shaped the platform we know today.
This comprehensive database tracks every Twitter acquisition, including deal values (where disclosed), what happened to each company post-acquisition, and key personnel who joined Twitter through these deals. Fun fact: This very website (yesitsyes.com) was part of Twitter's acquisition of Yes, Inc. in December 2016.
Key Statistics
- Total Acquisitions: 86 companies (2008-2024)
- Peak Year: 2014 (14 acquisitions)
- Largest Deal: MoPub - $350 million (2013)
- Most Common Type: Acqui-hires (talent acquisitions)
- Products Shut Down: 67% of acquired products were discontinued
Complete List of Twitter Acquisitions
Below is the definitive list of all companies acquired by Twitter, organized chronologically. We've tracked deal values, acquisition types, and outcomes for each transaction.
| Date | Company | Type | Value | Outcome |
|---|---|---|---|---|
| Dec 2016 | Yes, Inc. | Acqui-Hire | Undisclosed | Apps shut down; Keith Coleman became VP Product |
| Jun 2016 | Magic Pony Technology | Strategic | $150M | ML tech integrated into media processing |
| Feb 2016 | Fabric (from Google) | Product | Undisclosed | Sold to Google in 2017 |
| Jan 2015 | Periscope | Strategic | ~$100M | Shut down March 2021 |
| Oct 2014 | Niche | Strategic | ~$30M | Influencer platform operated until 2017 |
| Oct 2014 | ZipDial | Strategic | ~$30M | Emerging markets engagement tool |
| Sep 2014 | Mitro | Acqui-Hire | Undisclosed | Password manager open-sourced |
| Jul 2014 | TapCommerce | Strategic | ~$100M | Mobile retargeting integrated into ads |
| Jun 2014 | SnappyTV | Product | Undisclosed | Video clipping tool for broadcasters |
| May 2014 | Gnip | Strategic | ~$134M | Data licensing became Twitter Data |
| Mar 2014 | Namo Media | Strategic | ~$50M | Native advertising technology |
| Sep 2013 | MoPub | Mega Deal | $350M | Sold to AppLovin for $1.05B in 2021 |
| Apr 2013 | Bluefin Labs | Strategic | ~$100M | Social TV analytics integrated |
| Jan 2013 | Crashlytics | Product | Undisclosed | Became part of Fabric, then sold to Google |
| Oct 2012 | Vine | Strategic | ~$30M | Shut down January 2017 |
| Jun 2012 | Cabana | Acqui-Hire | Undisclosed | Mobile development talent |
| May 2011 | TweetDeck | Product | ~$40M | Still active as power user tool |
| Apr 2010 | Atebits (Tweetie) | Product | Undisclosed | Became official Twitter app |
| Jul 2008 | Summize | Strategic | Undisclosed | Became Twitter Search |
Note: This table shows major acquisitions. Twitter made approximately 67 additional smaller acqui-hires and team acquisitions not individually listed.
Twitter's Acquisition Strategy Over Time
Twitter's M&A approach has evolved significantly across four distinct phases:
Phase 1: Foundation Building (2008-2011)
Twitter's earliest acquisitions focused on building core functionality. The Summize acquisition in 2008 gave Twitter its search capability, while Atebits (maker of Tweetie) provided the foundation for Twitter's mobile apps. This phase was about filling product gaps.
Phase 2: Aggressive Expansion (2012-2014)
This was Twitter's most active acquisition period, with 14 deals in 2014 alone. Key strategic acquisitions included Vine (short-form video), MoPub (mobile advertising), and Gnip (data licensing). Twitter was building an advertising business and expanding content formats.
Phase 3: Talent and Technology (2015-2016)
As growth slowed, Twitter shifted to acqui-hires and AI/ML acquisitions. Periscope brought live video, Magic Pony Technology enhanced media processing, and Yes, Inc. brought Keith Coleman as the new VP of Product. The focus was on leadership and technical capabilities.
Phase 4: Under New Ownership (2022-Present)
After Elon Musk's acquisition of Twitter itself in October 2022 for $44 billion, the company's M&A activity has been minimal. The focus has been on restructuring rather than external growth.
Notable Twitter Acquisitions Deep Dives
Yes, Inc. (December 2016) - Our Story
Yes, Inc. was a Palo Alto-based startup that created social apps including Frenzy and WYD (What You Doing). Founded by Keith Coleman, a former Google product manager who worked on Gmail and Inbox, the company was acquired by Twitter in what was described as an acqui-hire.
The acquisition brought Coleman to Twitter as VP of Product, where he oversaw major initiatives including the expansion of the character limit from 140 to 280 characters. This domain (yesitsyes.com) was the company's website.
Read the full Yes, Inc. acquisition story →
Vine (October 2012)
Vine was acquired before it even launched publicly, showing Twitter's interest in short-form video. The app became a cultural phenomenon, launching careers of numerous content creators. However, Twitter struggled to monetize Vine and announced its shutdown in October 2016, officially closing in January 2017.
MoPub (September 2013)
At $350 million, MoPub remains Twitter's largest disclosed acquisition. The mobile advertising platform was central to Twitter's ad business strategy. In a rare successful flip, Twitter sold MoPub to AppLovin in 2021 for $1.05 billion - a 3x return.
Periscope (January 2015)
Acquired for approximately $100 million before launch, Periscope pioneered mainstream mobile live streaming. Despite early success, competition from Facebook Live and Instagram eventually led to its shutdown in March 2021.
What Happened to Twitter's Acquisitions?
The fate of Twitter's acquired companies reveals important patterns about tech M&A outcomes:
Acquisition Outcomes Breakdown
- Products Discontinued: ~58 companies (67%)
- Still Operating: ~12 companies (14%)
- Sold/Divested: ~8 companies (9%)
- Fully Integrated: ~8 companies (9%)
The high discontinuation rate is common for acqui-hires, where the goal is talent acquisition rather than product preservation. Products like Vine, Periscope, and numerous smaller apps were shut down, while technologies like Summize (search) and Crashlytics became invisible but essential parts of Twitter's infrastructure.
Twitter Acquisition Statistics
| Metric | Value |
|---|---|
| Total Acquisitions (2008-2024) | 86 |
| Total Disclosed Spending | ~$1.2B |
| Most Active Year | 2014 (14 deals) |
| Largest Acquisition | MoPub ($350M) |
| Acqui-Hires | ~45 (52%) |
| Strategic Acquisitions | ~28 (33%) |
| Product Acquisitions | ~13 (15%) |
Key People Who Joined Twitter Through Acquisitions
Several executives and engineers who joined Twitter through acquisitions had significant impact:
- Keith Coleman (Yes, Inc.) - Became VP of Product, led 280-character expansion
- Kayvon Beykpour (Periscope) - Became Head of Product
- Dom Hofmann (Vine) - Co-founder, later created Byte/Loops
- Loren Brichter (Atebits) - Pioneered pull-to-refresh design pattern
- Rob Fishman (Niche) - Influencer marketing expertise
The Elon Musk Era
In October 2022, Elon Musk completed his acquisition of Twitter for $44 billion, taking the company private. This represented the end of Twitter as an acquirer and the beginning of Twitter itself as an acquired entity. Musk has since rebranded the company to X and made significant structural changes, including laying off approximately 80% of staff - including many who joined through previous acquisitions.
Frequently Asked Questions About Twitter Acquisitions
How many companies has Twitter acquired?
Twitter has acquired 86 companies between 2008 and 2024. The acquisitions range from major strategic purchases like Periscope ($100M) and Vine ($30M) to smaller acqui-hires focused on bringing engineering talent to the company. The most active acquisition period was 2014, when Twitter completed 14 deals.
What was Twitter's first acquisition?
Twitter's first acquisition was Summize in July 2008. Summize was a real-time Twitter search engine that allowed users to search tweets. After the acquisition, Summize's technology became the foundation for Twitter Search (search.twitter.com), which was later integrated directly into the main Twitter platform.
What was Twitter's biggest acquisition?
Twitter's largest disclosed acquisition was MoPub in September 2013 for $350 million. MoPub was a mobile advertising exchange and mediation platform. Interestingly, Twitter later sold MoPub to AppLovin in 2021 for $1.05 billion, making it one of Twitter's most successful M&A outcomes. Note: Elon Musk's acquisition of Twitter itself ($44B) in 2022 made Twitter the acquired party, not the acquirer.
What happened to Vine after Twitter acquired it?
Twitter acquired Vine in October 2012 for approximately $30 million, before the app even launched publicly. Vine became hugely popular, pioneering 6-second looping videos and launching many content creators' careers. However, Twitter struggled to monetize Vine and couldn't compete with Instagram and Snapchat. Twitter announced Vine's shutdown in October 2016, and the app officially closed in January 2017. The Vine archive remains accessible at vine.co.
Why did Twitter acquire Yes, Inc.?
Twitter acquired Yes, Inc. in December 2016 primarily as an acqui-hire to bring founder Keith Coleman to the company as VP of Product. Coleman had previously been a product director at Google, working on Gmail, Inbox, and other products. The Yes, Inc. apps (Frenzy and WYD) were shut down shortly after the acquisition, as the goal was talent acquisition rather than product integration.
What percentage of Twitter acquisitions were shut down?
Approximately 67% of Twitter's acquired companies had their products discontinued. This high rate is typical for acqui-hires, where the acquisition goal is bringing talent to the company rather than operating the acquired product. Products that survived include TweetDeck (still active), Crashlytics (sold to Google), and core technologies that were fully integrated like Twitter Search (from Summize).
Did Twitter ever sell an acquired company?
Yes, Twitter has divested several acquired assets. The most notable was MoPub, which Twitter sold to AppLovin in 2021 for $1.05 billion (3x the original $350M purchase price). Twitter also transferred Crashlytics and the Fabric mobile development platform to Google in 2017 as part of a deal that saw Google's Fabric platform come to Twitter.
How much has Twitter spent on acquisitions?
Twitter's total disclosed acquisition spending is approximately $1.2 billion across all 86 acquisitions. However, many deals (especially acqui-hires) had undisclosed terms. The largest known deals were MoPub ($350M), Magic Pony Technology ($150M), Gnip (~$134M), and Periscope (~$100M). The actual total including undisclosed deals is estimated to be significantly higher.
What was Twitter's acquisition strategy?
Twitter's acquisition strategy evolved through several phases: (1) Foundation-building acquisitions for core features (2008-2011), (2) aggressive expansion into advertising and new content formats (2012-2014), (3) talent and AI/ML technology acquisitions (2015-2016), and (4) minimal activity post-Musk acquisition (2022-present). Overall, Twitter favored acqui-hires and technology acquisitions over large strategic purchases.
Is Twitter still making acquisitions under Elon Musk?
Since Elon Musk's acquisition of Twitter (now X) in October 2022, the company has made no significant public acquisitions. The focus has been on internal restructuring, cost-cutting (including approximately 80% staff reduction), and building new features like X Premium in-house rather than through M&A. This represents a significant shift from Twitter's previous acquisition-heavy strategy.
What happened to Periscope?
Twitter acquired Periscope in January 2015 for approximately $100 million before the app launched. Periscope pioneered mainstream mobile live streaming and was initially successful, winning Apple's App of the Year in 2015. However, competition from Facebook Live and Instagram Live eroded its user base. Twitter announced Periscope would be discontinued in December 2020, and the app officially shut down in March 2021. Live video functionality was integrated directly into Twitter.
Who joined Twitter through acquisitions?
Notable executives who joined Twitter through acquisitions include: Keith Coleman (Yes, Inc.) who became VP of Product; Kayvon Beykpour (Periscope) who became Head of Product; Loren Brichter (Atebits/Tweetie) who designed the iconic pull-to-refresh gesture; and various engineering leaders from companies like Magic Pony Technology and Gnip. Many of these acquisition-sourced leaders have since left, especially following the 2022 ownership change.