Focus is a big theme for Twitter this year. One area CEO Jack Dorsey has zeroed in on: programmatic advertising. Last month, for instance, Dorsey hired ad tech veteran Bruce Falck, former CEO for the demand-side platform Turn, as Twitter’s head of revenue product. In Cannes, Dorsey also said that Twitter is not giving up on ad tech — instead the company will invest more in programmatic by working with third parties this year.
But at the moment, many in the ad tech industry say Twitter has fallen behind its far-larger rivals in Google and Facebook, and Twitter hasn’t yet figured out how its earlier ad tech acquisitions could fit into its overall ad portfolio. Twitter is unable to sell ads outside of the platform programmatically like Facebook, and it cannot directly connected to any demand-side platforms like Google. (Twitter is connected to multiple social bid management tools and supports application-program-interface-based buys, though. Some executives consider API-based buys a form of programmatic.)
What’s more, some question what Twitter’s overall aim is, having bought mobile exchange MoPub in 2013 and retargetter TellApart in 2015. But since then, both have disappointed, according to agencies.
“Twitter doesn’t have an obvious strategy. MoPub would have seemed to be an obvious move toward building out an audience network, but [it] has not since been leveraged as much. While TellApart was never fully integrated, and now it has been shuttered,” said Jay Friedman, COO for programmatic agency Goodway Group. “Neither of these acquisitions ended up filling a vital need for [Twitter’s] core product, and neither makes sense as a long-term standalone.”
Meanwhile, Twitter never aggressively promotes its programmatic solutions like MoPub and TellApart in its sales pitches to media buyers, according to Scott Linzer, vp of media for agency iCrossing, and Nichola Perrigo, director of digital marketing for agency RPA. Both haven’t yet seen a programmatic-geared sales pitch from Twitter; instead, the platform talks a lot about its audience-targeting and data-management capabilities.
“Perhaps there is no need for Twitter to push into ad tech just yet,” said Linzer. “Twitter hasn’t yet been sophisticated about its data, so it’s more important for Twitter to first improve its data to truly understand individual users and then invest in programmatic,” said Linzer.
Friedman agreed that building its own programmatic tech may be less valuable for Twitter than improving its data capabilities. Since people engage more deeply in their interests on Twitter than they do on Facebook, Twitter has lots of valuable data to mine. “The fact that Twitter hasn’t yet properly monetized its data is surprising to me, and it has put the company at a disadvantage in the market,” he said.
A Twitter spokesperson declined to comment for this story.
Every company approaches ad tech differently. Google, for instance, has built a full tech stack and filled a need in its existing offerings by acquiring the likes of Admeld and Invite Media. Facebook has shifted its focus from its own exchange that was shut down last year to its Audience Network business. Twitter, on the other hand, doesn’t seem to have figured out a clear ad tech strategy, according to agency and ad tech executives. But there are ad tech opportunities for Twitter because the platform could easily become relevant in ad tech by linking its MoPub native network into the Twitter dashboard, similar to what Facebook does with the Audience Network, said Garrett Dale, svp of optimization and innovation for programmatic agency Kepler Group.
“There’s also quick money to be made by creating a Twitter DSP that has the exclusive rights to Twitter data, which could be [run] across the RTB supply ecosystem,” said Dale. “But Twitter seems to have already given up on that, making it more likely to follow in Facebook’s footsteps where [the social network] controls all of the demand, the data and the supply.”
Member ExclusiveMarketing Briefing: While World Cup is a ‘uniting event,’ sponsors play through branding fouls
As issues continue to come to the fore during the World Cup, which will run until December 18th, some marketers and agency execs expect sponsor positions will become even trickier.
‘Away from tactical media buying’: Advertisers shifting in-housing efforts in to gain more ad spend control
There's been a pivot on the things advertisers take in house. It's not biddable media anymore -- i.e the stuff that isn’t scalable, doesn’t deliver much competitive advantage and is riddled with hidden costs.
Member ExclusiveDigiday+ Research: Marketers are split on customer retention and acquisition heading into the holidays
Marketers are split 50/50 between focusing on customer retention and new customer acquisition heading into the holidays this year.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
Por qué el Mundial de fútbol agrava, en lugar de aliviar, todo lo que le pasa a Twitter
Twitter suele recibir una tonelada de dólares de publicidad gracias a la Copa del Mundo. Pero 2022 está lejos de ser un año normal: para la economía, para el torneo y, sobre todo, para la propia red social. Los dólares de los anuncios están en contracción en Twitter (normalmente una de las principales arterias del […]
Member ExclusiveDigiday+ Research check-in: Brands know recession is ahead, but are hopeful it will be shallow
Brands are showing a mix of pessimism and optimism when it comes to a recession -- most believe a recession is coming, but they also think it will be shallow, according to a Digiday+ Research survey.