Twitter's partnership on Google search will begin in May, with TWTR results appearing in response to specific searches in a variety of categories. TWTR results won?t be available for every search, or in every language, but will apply to a subset of available inventory (the point being to help TWTR understand the value that the company gets from placement on Google search).
If the TWTR content is relevant, it will be highly visible in search results and help to drive new traffic to TWTR?s site. TWTR then plans to advertise against this traffic, whether logged in or logged out, creating value for the company. However, the exact impact of the deal is unclear, not only in terms of financial details, but also potential volume and quality of traffic.
Twitter also acquired TellApart. TellApart?s technology helps with cross-device attribution, allowing advertisers to target the same user across a variety of devices. While these capabilities will help TWTR move forward on plans to drive up the value realized by advertisers, in the near-term the business could face some revenue headwinds, as it is dependent on third-party publisher inventory and will have to migrate over to TWTR?s content over time. Terms of the deal, which is expected to close by June 1st, were not disclosed.
