This week, Twitter announced two new initiatives—in partnership with Google—around Twitter ad measurement and buying:
Advertisers can expect these new Twitter-Google capabilities later this year.
WHY IS THIS HAPPENING?
For Twitter, this partnership is an effort to:
What’s in it for Google?
And this isn’t the only major joint Google-Twitter initiative of 2015. By mid-year, tweets will also appear in Google’s search results, as Twitter has granted Google access to Twitter’s Firehose data stream. This creates a new connection between search and social for brands to leverage, this time on the organic side. Twitter can be a strong ally to Google.
BENEFITS for ADVERTISERS
This Twitter-Google integration falls within the macro-trend of centralization of multiple marketplaces to offer brands more holistic, cross-channel campaign management and measurement. Twitter is now enabling advertisers to better evaluate Twitter’s role—in combination with Google’s role—in driving the ultimate conversion. As consumers quickly move across an endless spiral of channels (search, display, social) and devices, they’re influenced by a number of ads and experiences. Brands need a holistic view of how these ads and experiences work together in the purchase path. Twitter and Google are partnering to create better attribution models for advertisers, joining their disparate ad buying/measurement platforms in one place—within DoubleClick Bid Manager.
Key benefits to advertisers will include:
As these new capabilities roll out, Performics will test and learn to evaluate the true value of the new attribution models. In particular, we’d like to see transparency in how much attribution is lost as people move from, say, DoubleClick desktop to Twitter mobile. Due to Google/DoubleClick’s historical reliance on cookies (rather than mobile fingerprinting ((e.g. like Facebook’s new cookie-less focus)), attribution breaks when people move from desktop to smartphones, as the cookie drops. Without clear understanding of how much desktop-to-mobile attribution drop-off exists in the new attribution models, the models may not be as valuable.
At Performics, we’re excited about new opportunities to integrate and measure paid media across search, display and social. All advertisers should leverage this and other opportunities to go far beyond last-touch attribution, giving full credit to all touch-points in the purchase path and visualizing how all channels and devices interact to influence performance.
For more information on the new Twitter-Google Ad Buying & Measurement Initiatives, contact your Performics account team today.