It’s teaming up with Google’s DoubleClick platform to improve the way it measures advertising performance and attribution.
The move is designed to please direct response marketers who are using Twitter and persuade them that it’s ads are delivering bang for their buck.
As part of the deal, Twitter will also make its ad inventory available through DoubleClick Bid Manager, so clients can do all their buying in one place.
The company has also acquired TellApart, a marketing tech company that specialises in giving retailers and advertisers cross-device retargeting options through dynamic product ads and email marketing.
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