We’re pleased to announce two new initiatives we’re developing with Google to help better serve advertising clients across both companies.
The first relates to our mutual desire to offer more complete campaign performance measurement and attribution, especially for direct response marketers. Consumers now move fluidly between apps, devices and platforms, and we need measurement models that take this behavior into account. For marketers to truly understand the consumer path to conversion across multiple devices and platforms, measurement systems have to move beyond traditional attribution models. And we want advertisers to have insights into the rich canvas of actions beyond website clicks on platforms like ours (e.g., Retweets) and the role they play in determining a campaign’s ROI.
Measurement systems have to move beyond traditional attribution models.
Together with Google, we’re making it possible for Twitter advertisers who use DoubleClick (@DoubleClick) to measure when conversions result from views and other actions on Twitter. Later this year, advertisers will be able to use a new attribution model in DoubleClick to get a fuller understanding of how Twitter Ads served on mobile or desktop drive conversions for them across the web.
Additionally, as part of this partnership, Twitter inventory will be available through DoubleClick Bid Manager, making it easier for clients who prefer to centralize their buying through DBM to create and manage campaigns on Twitter.
We’ll have more to share as both of these products become available in the coming months, so stay tuned here for more.