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Social media platform Twitter has rolled out new ad features and revamped the algorithm that decides which ads users see, as part of an effort to launch future ecommerce features.
The new features come as Twitter is pushing to grow its performance advertising business, a strategy that aims to quickly generate sales, and constituted just 15% of Twitter’s business in 2020, according to Reuters. The effort could help Twitter reach its goal of doubling annual revenue by 2023.
The US-based company is positioning itself to eventually allow brands to sell products through the service by first improving on its ability to show users relevant ads and increasing the likelihood they will click the ad.
Ads promoting downloads for mobile games and other apps will now allow users to initiate the download without leaving the Twitter app, the company said in a blog post. Previously, users had to leave Twitter to download other apps. Twitter added it is working on new tools to let companies run ads to find customers who are more likely to make in-app purchases.
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