This week, Twitter announced two new initiatives—in partnership with Google—around Twitter ad measurement and buying:
- Advertisers will be able to buy Twitter ads (e.g. Promoted Tweets) through Google’s DoubleClick Bid Manager (DBM), enabling centralized management of Google and Twitter ads from one interface
- DoubleClick advertisers will have new attribution models to measure exactly how Twitter Ads work in conjunction with other DoubleClick-served ads (e.g. paid search, display, video) to drive conversions
Advertisers can expect these new Twitter-Google capabilities later this year.
WHY IS THIS HAPPENING?
For Twitter, this partnership is an effort to:
- Make it easier for many advertisers, who are already on DoubleClick, to buy Twitter Ads
- Show direct-response advertisers the benefit—in terms of conversions—of Twitter campaigns, via the new attribution models
What’s in it for Google?
- A tighter partnership with Twitter gives Google a better position against Facebook. Twitter-DoubleClick integration could be a direct response to Facebook’s Atlas integration, which also enabled advertisers to buy and measure media across multiple channels and devices (e.g. on Facebook and across Atlas’s cross-web network).
- With Google perhaps giving up on Google+ as a social network, it needs a social play (and the rich user data that comes along with it). The future is shaping up as Google-Twitter vs. Facebook.
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:
- Attribution Models: Which can answer questions like: what’s the value of an engagement on Twitter (e.g. a follow, re-tweet, favorite) in achieving the ultimate conversion?
- Media Weight: As advertisers better attribute success to Twitter, they can more confidently allocate media weight to the channel to further accelerate performance
- Mobile: Easy access by DBM advertisers to Twitter’s MoPub mobile advertising exchange inventory. With Twitter’s mobile base, the potential exists for better cross-device attribution (e.g. between DoubleClick desktop and Twitter mobile) through the new attribution models.
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.