Twitter Rolls Out New Advertising Features 2ma55 Revamped Algorithm Ahead of E-Commerce Push

Twitter said it is working on new tools to let companies run ments to find customers who are more likely to make in-app purchases. 2924n

By Reuters | Updated: 13 October 2021 10:08 IST

Twitter is working on new tools to let companies run ments to find customers 6i6u1e

Highlights

Twitter is positioning itself to eventually allow brands to sell product
Twitter also improved the advertising algorithm
Algorithm improvements led to 36 percent increase in ad campaigns

ment

Twitter on Tuesday rolled out new ment features and revamped the algorithm that decides which ments s see, as part of an effort to lay the groundwork to launch future e-commerce features, the social networking company told Reuters.

The new features come as Twitter is pushing to grow its performance advertising business, a strategy that aims to quickly generate sales, and constituted just 15 percent of Twitter's business last year. The effort could help Twitter reach its goal of doubling annual revenue by 2023.

The San Francisco-based company is positioning itself to eventually allow brands to sell products through the service by first improving on its ability to show s relevant ments and increasing the likelihood they will click the ment.

Twitter Testing Prompts That Warns s About 'Heated' Conversations

"Performance ments are a very large opportunity ... that's relatively untapped for us," said Kamara Benjamin, group product manager at Twitter, in an interview. "Ultimately, this is going to lead to people installing apps, visiting websites and finding products that meet their needs."

ments promoting s for mobile games and other apps, which are a major type of ment on social media sites, will now allow s to initiate the without leaving the Twitter app, the company said in a blog post on Tuesday. Previously, s had to leave Twitter to other apps.

Twitter added it is working on new tools to let companies run ments to find customers who are more likely to make in-app purchases.

Twitter to Sell Mobile ment Unit MoPub for $1 Billion

Slide-show ments that feature multiple products can now send s to different websites when they click the ment, whereas previously brands could only choose one destination. This increased the number of clicks by 25 percent on ment campaigns that set a goal of driving website visits, the company said.

Twitter also improved the advertising algorithm, showing the ments to a larger pool of people at the beginning of the campaign so it can better gauge interest, Benjamin said.

Those algorithm improvements led to a 36 percent increase in ment campaigns that achieved at least five s during the time period that the ment ran on Twitter, the company said.

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