Twitter has just announced once again the company's very disappointing earnings figures, but also an interesting partnership that could help its growth.
Twitter Google 's DoubleClick platform to improve the way it tracks the performance of its ads, as well as to promote them.
Advertisers will now be able to buy tweets through Google's ad exchange service, DoubleClick. The partnership is likely to help Twitter sell more ads, given Google's huge customer base and the "conveniences" offered by DoubleClick's platform (analytics, etc.).
“We want advertisers to know about actions beyond their own websites, clicks on platforms like ours (e.g., retweets) and the role they play in determining a campaign’s ROI,” Twitter says on its blog.
This isn't the first time Twitter and Google have come this close... Earlier this year, the two companies struck a deal over tweets appearing in Google search results.
Twitter also announced that it has acquired a marketing company called TellApart, to once again help its advertisers understand how effective their campaigns are.
