Twitter has plans to "double down" on advertising technology investment after failing to prioritise it in the past, according to co-founder and CEO Jack Dorsey. Speaking at the Cannes Lions festival on 21 June, Dorsey said the firm's renewed commitment to adtech follows the appointment of Bruce Falck as general manager of revenue product earlier this year. In the past, Twitter tended to custom build its own adtech offerings, but its new approach will also incorporate technology from third parties. "We don’t need to build everything, but we also don’t need to acquire everything," Dorsey said.
Twitter has plans to "double down" on advertising technology investment after failing to prioritise it in the past, according to co-founder and CEO Jack Dorsey. Speaking at the Cannes Lions Festival on 21 June, Dorsey said the firm's renewed commitment to adtech follows the appointment of Bruce Falck as general manager of revenue product earlier this year. In the past, Twitter tended to custom build its own adtech offerings, but its new approach will also incorporate technology from third parties. "We don’t need to build everything, but we also don’t need to acquire everything," Dorsey said.