Twitter to sell advertising space via Google’s Doubleclick

At the presentation of its quarterly figures, Twitter announced that from now on advertisers can also purchase advertisements via the DoubleClick platform of competitor Google. In addition, the company has acquired the advertising firm TellApart.

By a agreement In addition to regular web advertisements, advertisers can now also purchase so-called promoted tweets via the DoubleClick advertising system. With this, Twitter wants to make it easier for advertisers to buy advertising space on the social networking service, while the company also hopes that more advertising revenues will come in via this route. In addition, through DoubleClick, advertisers can gain a better understanding of the effectiveness of an advertising campaign on Twitter. The new advertising capabilities should be available in the course of this year.

In addition to a deal with Google, Twitter also has the takeover from advertising company TellApart announced. An acquisition amount has not been mentioned, but Twitter CEO Dick Costolo is said to have previously invested in the company. TellApart specializes in offering personalized advertisements based on surfing behaviour.

Twitter saw the growth in the number of users weaken in the past quarter: the number of users in the first quarter of this year stood at 302 million, an increase of 18 percent. In the last quarter of last year, growth was still 20 percent. Turnover rose sharply by 74 percent to 436 million dollars, converted 398 million euros, but the loss came to 162 million dollars. Until now, Twitter has not yet been able to record a profit and the expectations for 2015 have also been revised downwards.