AdGrok Joins the Twitter Flock, Monetization Looms
Hot on the heels of Twitter's (news, site) TweetDeck acquisition comes the purchase of AdGrok, a platform designed to help businesses manage their Google Adwords. 

For AdGrok customers this means the end of the line, as the company will no longer be accepting new signups and ceased charging existing customers immediately after the news broke. As of June 30th, AdGrok servers will be officially dunzo. 

"When Twitter approached us and asked if we’d be interested in working on their monetization platform, we realized that this was a once-in-a-lifetime opportunity that we just couldn’t pass up," wrote co-founder Matthew McEachen on the company's blog announcement. "The fact that the Twitter team is both smart and user-focused only made our decision easier."

For Twitter, the acquisition means a likely boost to the monetization of Promoted Tweets and campaigns. 

Another One Bites the Dust

The AdGrok purchase is yet another sign that Twitter is becoming a data-driven giant that no longer wishes to rely on third-party services, as well as a much more involved advertising platform.

Reactions have, of course, been mixed.

While a number of people are happy for AdGrok and excited to see what the company will bring to Twitter, others, like one commenter on AdGrok's official announcement, aren't as pleased:

Every time one of these startups leaves their customers hanging like this, it makes those customers less likely to trust the next startup that comes around. If you're shutting down, at least have some other reason than you think it is somehow a once-in-a-lifetime chance to be employed by Twitter.


What do you think? Are these acquisitions getting a tad decadent, or are they a necessary evil?