14 DAY TRIAL // Twitter’s latest acquisition of MoPub is extremely important and will help the network become a powerful advertising platform. At least, that’s what one of Facebook’s former ad targeting product managers believes.
According to Antonio Garcia-Martinez, Twitter has already become the most interesting company in advertising right now.
Martinez is not only a former Facebook project manager, but also creator of Facebook Exchange and advisor of Nanigans, one of Facebook’s ads partners .
Under the circumstances, Martinez doesn’t dismiss the move Twitter made and neither does he praise Facebook.
Instead, he sees what may come of the latest Twitter acquisition. Martinez believes the microblogging network is now in a position to create a mobile ad network that uses Twitter’s data on its users as a targeting device.
While everyone else bases their targeting work on educated guesses, Twitter can take things up another level.
“They know whom you’ve followed, what you’ve Tweeted, as well as what pages on the Web you’ve browsed. Remember, there are Tweet buttons over the entire Internet, which means they know what websites you’ve visited. That’s very valuable data they can suddenly inject into the real-time ebb and flow of browsing data,” he writes.
And while Twitter can get access to all this data and create extensive packages following your every interest, it couldn’t do much with it on its own.
Buying MoPub gives Twitter the tools to monetize the data they collected. They can do this by targeting ads and knowing when one purchase or another came from something they suggested.
Currently, there are many companies that have the power to put together the strands of your online activity and form a coherent story, such as Google, Apple and Facebook, but Twitter is one of the few that could actually be using it to its own advantage right now.