Twitter is striving to be the easiest social media site for brands and agencies to buy ads, but are they barking up the wrong tree?
Twitter appears to be letting go some control that other social platforms aren't willing to, as they test the idea of connecting its ad inventory with third party ad buying platforms and trading desks. Essentially, Twitter's open approach would allow advertisers to better utilize their ad dollars and give them complete control.
If they move to where they seek to, Twitter will make its ad inventory available in a truly programmatic way. Rival platforms like Snapchat and Facebook operate their own automated ad platforms, but have them sectioned off from the rest of the digital ad ecosystem.
Is Twitter's choice to give up control going to bite them later? Is it a desperate attempt to ride the modest wave of ad revenue from 2017 Q4? Facebook wants to have control of everything it owns and operates, to include Facebook ads, and appears to detest the idea of any outside agency having access and control of its ads. Twitter could be taking a massive risk by going the opposite direction. And it just may pay off.
http://adage.com/article/digital/twitter-tests-integration/312599/
Twitter appears to be letting go some control that other social platforms aren't willing to, as they test the idea of connecting its ad inventory with third party ad buying platforms and trading desks. Essentially, Twitter's open approach would allow advertisers to better utilize their ad dollars and give them complete control.
If they move to where they seek to, Twitter will make its ad inventory available in a truly programmatic way. Rival platforms like Snapchat and Facebook operate their own automated ad platforms, but have them sectioned off from the rest of the digital ad ecosystem.
Is Twitter's choice to give up control going to bite them later? Is it a desperate attempt to ride the modest wave of ad revenue from 2017 Q4? Facebook wants to have control of everything it owns and operates, to include Facebook ads, and appears to detest the idea of any outside agency having access and control of its ads. Twitter could be taking a massive risk by going the opposite direction. And it just may pay off.
http://adage.com/article/digital/twitter-tests-integration/312599/
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