Twitter is starting to sell app install ads to all, and the car service Lyft said that these campaigns cost 30 percent less to acquire a new customer than the company planned. The social messaging company said today that app makers globally would be able to build mobile app campaigns like the ones already tested by Electronic Arts, Lyft and TwoDots.
Twitter has been experimenting with app-install buttons in Promoted Tweets for months, and such direct response marketing is becoming ever more important to its ad business.
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