As Twitter is looking to embark on e-commerce, naturally it has sought to bolster its ad campaign strategy. With a new algorithm, Twitter is now able to target larger groups of users early in the campaign process to understand the level of interest through engagement levels. This will display more relevant ads to the user and increase the likelihood of more clicks.
The goal of this effort is to increase in-app purchases on Twitter.
Article read: https://www.reuters.com/technology/twitter-debuts-new-ad-features-revamped-algorithm-ahead-ecommerce-push-2021-10-12/
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