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Is Twitter’s Audience Platform a game changer?

Twitter has announced a major new update; the Twitter Audience Platform that lets brands delivers ads to users on and off Twitter.

Big reach

In 2014 the Twitter Publisher Network (TPN) was launched, which let advertisers go beyond Twitter to reach uvers across thousands of third-party apps.

TPN has now been tweaked and rebranded as the Twitter Audience Platform, as explained in an official blog post.

New skills

Now brands can perform the following actions on the platform:

  • Tweet engagement campaigns on Twitter become interstitial and native ads
  • Promoted Video campaigns are turned into in-app video ads
  • App install or re-engagement campaigns become interstitial or banner ads

There are also new ways to add customisable call-to-action- buttons and improve the reach of Promoted Videos. The platform reportedly reaches 700 million global users.

Game changer?

The Twitter Audience Platform is a massive update from Twitter, as the company continues to face stagnating user growth. 

And the early signs look promising: Twitter says brands using campaigns across both Twitter and Twitter Audience Network can double their reach and reduce CPE's by up to 30%.

While users spend significantly more time on Twitter Audience Network ads than traditional mobile ads.

If you're currently running campaigns on Twitter, will you switch to the Twitter Audience Platform? Let us know your thoughts in the comments. 

To find out more visit blog.twitter.com.

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