After buying Twitter client Tweetie last year, Twitter has once again bought another client. This time, it’s TweetDeck. The price — a cool $40 million in cash and stock (via @cnnmoney).
So why is Twitter buying all these clients when it can easily just create one of their own from scratch?
My guess is that Twitter has been monetizing their website for some time (reaching up to $100,000 per sponsored trends and promoted tweets). The only other channel they cannot monetize are the users that use Twitter clients such as TweetDeck.
By snapping up all these popular clients, they can now drive advertising to them and hopefully be able to get back all their investments in time.