Twitter’s decision to embrace programmatic advertising is a strategic move that promises exciting opportunities for advertisers and businesses alike. With its vast user base and real-time nature, Twitter is a goldmine of valuable data that can be leveraged for effective programmatic advertising campaigns.
By integrating programmatic advertising into its platform, Twitter empowers advertisers to target their audience with laser-like precision. Brands can tap into an array of sophisticated targeting options based on user interests, demographics, location, behavior, and even specific keywords mentioned in tweets. This level of granularity ensures that ads reach the right people, increasing the chances of engagement and conversions.
But what does this do for Twitter, besides make them money? Well, first it brings them into a world that they have never known. They have never ventured into the world of open auction. This is the first time that they are going with an entity that they don’t own.
Basically, they have finally entered the late 2010’s.
More than that, they may have just opened themselves up to a whole new world of revenue and possible criticism.
It’s no secret that Twitter has had it’s ups and downs in the short Elon Musk reign. Paying for blue checks didn’t go the way they wanted. Negative comments and a great exodus didn’t do the platform any favors.
The idea of changing algorithms to keep what’s deemed “undesirable” from coming up to the top of the feed has been surfaced.
But this venture does a world of good for Twitter. It opens themselves up to new brands that stayed away because of expensive CPMs. It’s provides brands with a WEALTH of data that makes these programmatic CPMs more than worth it.
The question, at the end of the day, will be how long will it take for Twitter to build their own platform to handle all these ads (if that process hasn’t already begun).
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