by Sheila Dang
(Reuters) – Twitter Inc on Tuesday released new ad features and revamped the algorithm that decides which ads users see as part of an effort to lay the groundwork for launching future e-commerce features, the social network told Reuters. The new features come at a time when Twitter is struggling to increase its performance in the performance advertising business, a strategy aimed at generating sales quickly and which accounted for just 15% of Twitter’s business last year. The push could help Twitter reach its goal of doubling its annual revenue by 2023. The San Francisco-based company is positioning itself to eventually allow brands to sell products through the service, first improving its ability to show users relevant ads to increase the probability of clicking on the ad. “Performance announcements are a huge opportunity … this is relatively untapped for us,” said Kamara Benjamin, Twitter group product manager, in an interview.
“Ultimately, this will drive people to install apps, visit websites and find products that meet their needs.” Ads that promote downloads of mobile games and other apps, which are one of the main types of ads on social media sites, will now allow users to start downloading without leaving the Twitter app, the company said in a blog post. this Tuesday. Previously, users had to leave Twitter to download other apps. Twitter added that it is working on new tools to allow companies to display ads to find customers more likely to make in-app purchases.
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