Twitter is opening up its walled garden and testing the connection of its programmatic ad inventory with agencies including Dentsu Aegis and Denstu Aegis, according to anonymous insiders. The company has not spoken about the move since its Q4 earnings call, but advertisers familiar with the situation said Twitter may be willing to relinquish control in return for more growth. More seamless integration with demand-side platforms and agency trading desks would allow the latter to ramp up or down ad spend as required, and could give Twitter an edge on other, less flexible social media platforms.
Twitter is opening up its walled garden and testing the connection of its programmatic ad inventory with agencies including WPP Omnicon and Denstu Aegis, according to anonymous insiders. The company has not spoken about the move since its Q4 earnings call, but advertisers familiar with the situation said Twitter may be willing to relinquish control in return for more growth. More seamless integration with demand-side platforms and agency trading desks would allow the latter to ramp up or down ad spend as required, and could give Twitter an edge on other, less flexible social media platforms.