Advertisers use our Promoted Products, the majority of which are pay-for-performance,
to promote their brands, products and services, amplify their visibility and
reach, and complement and extend the conversation around their advertising campaigns.
We enable our advertisers to target an audience based on a variety of factors,
including a user’s Interest Graph. The Interest Graph maps, among other
things, interests based on users followed and actions taken on our platform,
such as Tweets created and engagement with Tweets. We believe a user’s
Interest Graph produces a clear and real-time signal of a user’s interests,
greatly enhancing the relevance of the ads we can display for users and enhancing
our targeting capabilities for advertisers. Our Promoted Products are incorporated
into our platform without disrupting or detracting from the user experience
and are designed to be as compelling and useful to our users as organic content
on our platform.
Although we do not generate revenue directly from users or platform partners,
we benefit from network effects where more activity on Twitter results in the
creation and distribution of more content, which attracts more users, platform
partners and advertisers, resulting in a virtuous cycle of value creation.
Our Promoted Products enable our advertisers to promote their brands, products
and services, amplify their visibility and reach, and extend the conversation
around their advertising message. Currently, our Promoted Products consist of
the following:
Promoted Tweets. Promoted Tweets, which are labeled as “promoted,”
appear within a user’s timeline or search results just like an ordinary
Tweet regardless of device, whether it be desktop or mobile. Using our proprietary
algorithm and understanding of the interests of each user, we can deliver Promoted
Tweets that are intended to be relevant to a particular user.
Promoted Accounts. Promoted Accounts, which are labeled as “promoted,”
appear in the same format and place as accounts suggested by our Who to Follow
recommendation engine, or in some cases, in Tweets in a user’s timeline.
Promoted Accounts provide a way for our advertisers to grow a community of users
who are interested in their business, products or services.
Promoted Trends. Promoted Trends, which are labeled as “promoted,”
appear at the top of the list of trending topics for an entire day in a particular
country or on a global basis. When a user clicks on a Promoted Trend, search
results for that trend are shown in a timeline and a Promoted Tweet created
by our advertisers is displayed to the user at the top of those search results.
We feature one Promoted Trend per day per geography.
Our technology platform and information database enable us to provide targeting
capabilities that make it possible for advertisers to promote their brands,
products and services, amplify their visibility and reach, and complement and
extend the conversation around their advertising campaigns, including the following:
Interest and Gender Targeting. Advertisers can target Promoted Tweets and Promoted
Account campaigns based on interests and gender of users, which we predict based
on the accounts that a user follows, and their history of interaction with content
on Twitter.
Geographic Targeting. Advertisers can target Promoted Tweet and Promoted Account
campaigns based on user geography. Advertisers can also purchase a Promoted
Trend on a country-by-country or worldwide basis. We receive information regarding
a user’s location based upon the user’s IP address or, if the user
has turned on location services on their mobile device, the location of the
user’s mobile device at the time of user engagement to the extent possible.
In the event that real-time location information is not available, we estimate
the user’s location based upon an aggregation of IP addresses from which
the user has recently accessed Twitter. If a user’s current geographic
location is not available or we are unable to assign a geographic location to
a user at the time the user engages with Twitter based on recent data, we deliver
advertising that is based on the geographic location of the user at the time
that such user initially registered for an account on Twitter based on the user’s
IP address.
Keyword Targeting. Advertisers can target specific words that users engage with
on Twitter, including words marked with a hashtag, either through search queries,
the Tweets a user creates or the Tweets a user engages with.
Television Conversation Targeting. Advertisers can target users who have been
exposed to their ads on television. We provide advertisers with this targeting
capability by analyzing a user’s Tweets to determine which television
shows a user has tweeted about and matching this information with information
regarding which commercials were aired during these shows.
Device Targeting. Advertisers can target based on specific mobile or desktop
devices to reach users in specific contexts.
When our customers purchase advertising services they have the ability to monitor
their advertising campaigns as follows:
Campaign Management. Our campaign management capability tools allow advertisers
to monitor and make changes to campaigns in real time as ads are delivered.
This allows advertisers to actively manage their campaigns as they gain deeper
insight into their target audience and react to events and user reactions as
they unfold.
Real-Time Analytics. Our analytics tools give our advertisers insight into user
response to their ads, which helps them to understand the success of campaigns
as well as customer preferences.
Advertiser API. Our APIs enable advertisers to integrate with Twitter and build
websites and applications that integrate our campaign management and analytics
tools.
Mobile Advertising Exchange. In October 2013, we acquired MoPub, Inc., or MoPub,
a mobile-focused advertising exchange. We plan to invest in and grow MoPub’s
current business, including by extending advertising across the mobile ecosystem
through the MoPub advertising exchange. We also plan to use MoPub’s technology
to build real-time bidding into the Twitter ads platform so that our advertisers
can more easily automate and scale their advertising purchases.
Products for Data Partners
We offer subscription access to our data feed for data partners who wish to
access data beyond the public API.