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Twitter may be a cultural touchstone, but it’s long trailed other social platforms in terms of ad dollars.
Marketers typically use the platform as a place to raise brand awareness, but not as a place to drive lower-funnel conversions like web traffic or purchases, known as performance marketing, which has helped competitors Amazon, Meta and Google dominate.
Now, as a way to charge growth and insulate future ad revenue, Twitter is trying to change that.
In 2020 the platform rolled out its first performance marketing products.
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