Twitter is on the verge of launching an enhanced ad platform in a bid to boost its appeal to brand advertisers. Meanwhile, rumours continue to swirl about its music streaming service, not to mention Twitter TV (or at least video content) via partnerships with broadcasters.
The anticipated announcement has been flagged as "a significant enhancement to [Twitter's] advertising capabilities", according to one briefing note seen by AdNews.
In the UK, Marketing Week has reported that the deal could include a tie-up with an analytics partner.
The anticipated big news follows hot on the heels of Twitter's acquisition of Australia's home grown technology start-up We are Hunted. That's 200 million people that could soon be able to find new music, listen to it and buy it via Twitter.
Earlier today, Bloomberg reported that Twitter was in talks with media owners in a bid to strike revenue sharing agreements for streaming video. That would enable it to sell ads beside the video.
One media buyer told AdNews that Twitter could be set to follow the same path as Facebook into exchanges. "Commercialising its inventory is an interesting place for Twitter to go." However, educating the market was the task in hand, they added.
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