| Good morning marketers, Twitter has some good news.
For a few years there, Twitter tried to make a go of it with direct response advertising. (Remember, it was the first to have lead gen capture ads?) It invested in ad formats and tech but commitment waned as focus shifted to driving ad revenue from brand video and it deprecated other ad tech. Twitter’s tune may be changing, though. In announcing its fourth quarter earnings yesterday (global mDAUs increased by 21% and ad revenue growth rebounded a bit), Twitter executives noted updates that they expect will improve direct response advertising on the platform. These include an updated mobile app ad format and improvements to MoPub. Marketing investment in identity resolution platforms is expected to top $2.6 billion by 2022. As privacy regulations and browser crackdowns on third-party cookie tracking take hold, companies are looking for ways to unify their first-party customer data. Orchestrating this effort across an enterprise, however, entails overcoming numerous challenges. If you’re struggling with this internally, you’re not alone. Just 15.3% of 400 brand marketers surveyed could identify their audiences accurately and consistently, a Winterberry study found. If you’re in the midst of deploying an identity resolution solution or have a success story to share, we’d love to hear from you. Send me a note at gmarvin@thirddoormedia.com. Keep reading for a Pro Tip on Amazon Sponsored Brands and more. Taylor Peterson,
Deputy Editor | 