witter, a social media giant, is taking proactive steps to revive its struggling ads business by outsourcing ad monetization to a leading ad tech vendor. The recent appointment of Linda Yaccarino as CEO and the exclusive partnership with Inmobi, a global mobile advertising marketplace, indicate Twitter’s determination to regain advertisers’ trust and bolster its ad revenue. This move comes as the company faces challenges such as policy changes, content moderation, and staff turnover. While the success of this endeavor remains to be seen, Twitter’s decision to explore ad tech represents a significant shift in its strategy.

Expanding opportunities with Inmobi:
Since May 13, Twitter has collaborated with Inmobi to sell ad inventory exclusively through their mobile advertising marketplace. While the partnership is currently limited to one test market, Twitter plans to gradually expand into additional markets over time. By leveraging Inmobi’s extensive reach and real-time bidding capabilities, Twitter aims to attract advertisers and facilitate the flow of ad dollars back into its platform. This partnership could prove crucial in recovering from a recent decline in ad revenue caused by various factors, including Elon Musk’s influence.

The significance of ad tech:
Inmobi’s position as one of the world’s largest mobile ad marketplaces makes it an ideal partner for Twitter. With marketers bidding in real-time on mobile users through Inmobi’s technology billions of times a day, the platform provides a vast pool of potential customers. Twitter, lacking sufficient internal expertise and demand for its ads, has found ad tech to be an indispensable solution. Evelyn Mitchell, a senior analyst at eMarketer, highlights Twitter’s need to explore every available avenue to fortify its ad revenue stream, given recent policy changes, content moderation, and personnel losses.

Twitter’s programmatic advertising journey:
Twitter’s foray into programmatic advertising marks a significant shift in its ad business strategy. Previously, Twitter sold ad inventory exclusively through its own ad exchange, MoPub, and only permitted purchases through its subsidiary, TapCommerce. This closed-market approach limited the reach and flexibility of Twitter’s ads. However, the partnership with Inmobi signifies a departure from this closed model, allowing Twitter to sell ads via an open marketplace, where prices are determined through real-time auctions. This move suggests that Twitter acknowledges the potential benefits of scaling its programmatic efforts, seeking a programmatic partner with global expertise in in-app advertising.

Twitter’s recent collaboration with Inmobi reflects a renewed focus on ad monetization and a determination to address the challenges faced by its ads business. By embracing ad tech and leveraging Inmobi’s mobile advertising marketplace, Twitter aims to attract advertisers and revitalize its ad revenue stream. While the success of this endeavor remains uncertain, Twitter’s willingness to explore new avenues demonstrates its commitment to adapt to the evolving advertising landscape. The future will reveal whether Twitter can effectively persuade advertisers to engage and participate in this endeavor, ultimately rejuvenating its position in the digital advertising industry.

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