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Despite inking livestreaming pact after livestreaming pact, Twitter is actually a friend to television when it comes to extending the reach of ad campaigns on that medium.
Twitter commissioned a series of studies by Nielsen to examine the impact of supplementing TV ad campaigns with ads on the social network, and it found that Twitter provided an average of 6 percent incremental reach to TV for campaign target demographics across four measured cross-platform campaigns.
Senior director of market insights and analytics for the U.S.
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