Twitter is set to increase the amount of advertising on its site, according to ft.com.
The social media site has reportedly bought a number of advertising technology firms over the last year to help launch the site further in to the world of advertising. The acquisitions come after the company also launched Twitter Ads API in February, which allows companies to benefit from promoted tweets and certain key words.
The move could be welcomed by those invested in mobile marketing – particularly if their mobile site links to their Twitter page, or if they’ve made the move into Twitter advertising. Some 500 million people use Twitter, so the reach of their ads is bound to increase.
The action comes after the site recently announced (by tweet) that it would follow its rival Facebook by launching an initial public offering (IPO) on the US stock exchange later this year.
Talking about the site’s move in to the advertising world, Foad Fadaghi, a strategic insights expert told theage.com.au: ”Twitter has transformed into an advertising business over the last few years. They’ve steadily been adding this ability for advertisers to buy ads and target users. They’re looking to benefit more from that through an IPO.”
As well as advertising platforms, Twitter has also recently acquired analytics companies such as Trendrr and Bluefin Labs. It has also teamed up with the likes of music groups, magazine publishers and television companies.