New Technology on Twitter is the fastest-growing area of the network. This includes everything from the “Big Data” of real-time Twitter data and the power of Twitter algorithms to the power of machine learning and artificial intelligence.
“As part of our commitment to provide the best technology for our clients, we will invest in new technology that will be available to them,” says Bhattacharya. “I can also say that we’re looking at a number of innovative new ideas from the start-ups, from the companies. But we’re not going to announce them. The technology will come, and we’ll take a look at it, and if it’s a good idea, we’ll invest.”
It’s important to understand that the Twitter platform is not the only one in the space, nor is it the most important one.
Twitter is also expected to make it easier for brands to target advertising based on a customer’s browsing habits, a move that could help Facebook to maintain its dominant position in the ad marketplace.
Facebook has been making significant inroads into the lucrative online ad market, spending billions of dollars on online ads and buying inventory from other companies like Google and Microsoft, in what many experts say is a shrewd strategy that has helped the company to grow at a faster rate than rivals.
“You’re going to see Facebook become more dominant in the online advertising space,” said Chris Sonderby, a media analyst with the digital marketing firm Magna Global. “It’s going to be in the top five to 10 advertising companies.”
That said, Facebook will face challenges on the road to a more dominant advertising business as Google, the largest online advertising company, continues to grow and Amazon, the second-largest, continues to develop new ad products, analysts said.
Twitter’s Targeting Advertising
Twitter’s targeting advertising system “targets specific keywords related to a person’s specific interests,” the company said in a statement. “We use a combination of human and automated processes to improve user experience and find new ones for the community.”
Twitter also said that in the second quarter it generated $1.6 billion in revenues, “including revenue from advertising, product sales, and services.” The company also said it has more than 140 million daily active users, who see an average of 30 tweets per day.
Facebook is by far the top social network with more than 1 billion users. In May, the company reported revenue of $1.6 billion and a net income of $1.4 billion.
“We’re seeing strong performance across the board, and the combination of growing user engagement and strong growth in revenues is a very encouraging sign,” said Craig Silverman, an analyst with J.P. Morgan.
Twitter Technology Safety Concerns
Twitter’s tech, which is enabled by default, uses the same data set to target ads based on a user’s browsing history, location, and interests.
Google is taking steps to ensure its ads do not accidentally match the profiles of individual users, and to allow users to opt-out, according to a report in the New York Times.
The advertising firm will have to “take special precautions to ensure that users understand what data will be collected about them and how and when it will be used,” the company said.
“We will begin by requiring advertisers to disclose that data and to give users the option to control their use of the data,” said Facebook’s chief security officer Alex Stamos. “Advertisers who choose to partner with us on this type of advertising must also agree to our Privacy Statement, which sets out in clear and simple terms how they will use the data that we collect from their clients.”
Moving Advertising From Facebook To Twitter
The company recently introduced a new tool, called Facebook Audience Network, which makes it easier for advertisers to get specific audiences to a site. But Audience Network is just one part of the wider, much larger story about how Facebook is trying to get the world to pay for its services.
In the past few weeks, I’ve talked to several advertising executives who have been approached by Facebook to try and talk them into setting up campaigns on its advertising platform. I spoke with three different advertising executives, two who had already set up campaigns, and one who hadn’t.
While each of these executives was working with a number of other companies, Facebook wasn’t one of them, at least not directly. In fact, the company’s approach with the advertising execs was much more targeted, and the approaches varied.
In most cases, the companies approached by Facebook were trying to set up ad campaigns for other ad platforms, such as Google.