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How Oracle is helping Twitter connect advertisers with the right audience

Sentinel Digital DeskBy : Sentinel Digital Desk

  |  15 May 2017 12:00 AM GMT

Redwood Shores (California), May 14: Well, Twitter is not making much money and its user-growth is crawling at the moment, but the micro-blogging platform, with 328 million monthly active users, is constantly trying to beat the blues, monetise more and earn more. In the most recent quarter, 86 per cent of Twitter’s revenue came from advertising — especially Promoted Tweets.

Promoted Tweets are ordiry Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers. According to Twitter, Promoted Tweets are clearly labelled as Promoted when an advertiser is paying for their placement on Twitter. In every other respect, Promoted Tweets act just like regular Tweets and can be retweeted, replied to, liked and more.

One of the advantages of Twitter is the real-time value it provides to its users. “We have built our business around Promoted Tweets. We have helped advertisers get engaged with the right audience on our platform. If they get engaged with, we get paid and vice versa. The challenge is to make the right connection and we are constantly working on that,” said Rob Pietsch, Senior Director of Sales at Twitter Inc, to a select group of global tech media here last week. There is, however, more to the story. For a seamless connectivity between advertisers and their target audience, Twitter distinctively depends on Oracle Data Cloud which provides sophisticated front-end solutions and user-friendly interface, and more, to make ads relevant. “We have millions of active users and great data on folks as far as who you follow and who you engage with. We have a lot of first-party data but the data isn’t perfect. Oracle’s Data Cloud gives us better targeting to deliver better returns to advertisers,” Pietsch told the media at Oracle’s headquarters here.

“Oracle Data Cloud allows us to supplement our data with third-party data to deliver optimum results. We use Oracle solutions across products — from front-end to back-end. We can track all different target groups across products,” the Twitter executive noted. (IANS)

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