It looks like Twitter is about to make a bold move in a play
to become even more relevant in the social media advertising scene.
Until this point, all of the large social media platforms
such as Facebook and Snapchat have operated their own automated advertising
platforms that are segregated from the rest of the digital advertising
technology ecosystem. This gives the platforms greater control over things like
pricing, data and fraud prevention. The platforms can demand that brands use
their closed-wall systems because the audiences that they reach are so
valuable. The platforms have a lot of leverage over the advertisers.
Starting soon, Twitter is going to be giving up some of their
control in order to return to growth. Twitter is currently testing a system
that seamlessly integrates with agency trading desks and demand-side platforms.
By tearing down the walls, Twitter hopes to become more attractive to marketers
who want better control over how to programmatically spend their ad dollars.
As a Marketer, I love this move by Twitter. By “opening its
pipes” to other agencies and demand platforms like WPP, Dentsu Aegis and
Omnicom, Twitter will be helping me to programmatically buy the audience that I
want across a number of different media platforms. I will be able to much more
easily automate my ad spending since a single pool of ad spend can cross
multiple platforms to reach the customers that I am looking for. This certainly
makes Twitter more attractive for me. The big question, then, is will this put
any meaningful pressure on the other big social media platforms to follow in
Twitter’s footsteps? The real win for marketers will be when all of these
platforms are interconnected so that ad spend can seamlessly shift between them
to meet my needs.
While this move could certainly attract more marketers to
using Twitter, it also makes it very easy for the advertisers to shift their
dollars away from Twitter if they are
not seeing the results that they want. For Twitter to have made this move, they
must be confident in their ability to deliver good value to customers moving
forward.
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