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Twitter opens ad network to promoted tweets, video

The Twitter banner hangs at the NYSE.
Adam Jeffery | CNBC

Twitter said Thursday it will enable advertisers to share promoted videos and tweets to the full 700 million people in the MoPub network, which is more than double the 300 million people who use Twitter.

This move looks to turn MoPub—a mobile advertising network that Twitter acquired for $350 million two years ago—into a real engine for growth, by pushing out videos and tweets to apps that include Candy Crush and Slack video.

It's part of a broader turnaround effort by the San Francisco-based social media company. While it works on "Project Lightning"—a product overhaul in the works—it's also working to diversify away from its core service.

The message Twitter's trying to send: Twitter is so much bigger than just Twitter.