new york times
Twitter is going public soon, so it’s worth knowing how the micro-blogging site makes money.
It is an advertising-based business. Twitter also sells data. It will generate about $583 million this year. Twitter is expected to generate a little less than $1 billion in 2014, according to eMarketer.
Most of Twitter’s revenue comes from three types of ads, although it plans to have a more robust advertising offering next year.
The New York Times’ Vindu Goel gives a good rundown of those three money-making ad products:
- Promoted tweets: Advertisers pay to have brief messages show up in users’ stream of Twitter messages. They can use keyword targeting to reach specific users. Advertisers can also use a little bit of demographic targeting, although Twitter doesn’t know as much about its users as Facebook does. Twitter gets paid when users engage with the promoted tweets (when they favorite, comment on, or retweet the ad).
- Promoted trends: Twitter lists which topics are being talked about most on its platform. The trends vary by location, so Twitter’s list of topics in the US might not be the same as the list in England, for example. Advertisers can pay to have a topic of their choice listed too. A promoted trend costs roughly $200,000 for a day of exposure on all US Twitt! er accou nts, the New York Times reports.
- Promoted accounts: If a brand wants more Twitter followers, it can pay to have its account recommended to Twitter users.
Want to know how you’re being sold to marketers?
Acxiom, one of the largest brokerages of personal marketing data, just released Aboutthedata.com, which allows you to view all the information it has stored about you in its marketing databases.
Acxiom has information on 700 million consumers worldwide, with some 1,500 data points per person.
The site allows you to see which details dictate the targeted ads that you see every day — whether they’re creepily accurate or way off-base. Your data profile will include biographical facts (like education level or number of children), homeownership status (including mortgage amount and property size), vehicle details, economic information, shopping categories, and even interests, with an option to learn how each element was sourced.
Aboutthedata.com also gives you the option to modify or delete information that’s false. So if, for example, you’re a single vegan occasionally blasted with deals for family hunting trips, you can fix the database once and for all.
Acxiom, with $1.1 billion in revenue in its 2013 fiscal year, told The New York Times that it created the site to make industry p! ractices more transparent. Still feeling uncomfortable about having so much data mined? You can opt-out of the collection process, but not without this first seeing this warning from the company:
As we strongly suspected earlier, the hackers that briefly took over the Twitter and New York Times domains yesterday didn’t use brute force or fancy hacks to get in. The LATimes reports that the Syrian Electronic Army used phishing emails to get username and password credentials for several employees Melbourne IT, the registrar for both NYTimes.com and Twitter.com. Be careful what emails you click!
A group claiming to be the Syrian Electronic Army was able to take down the New York Times on Tuesday by hacking into a web site in Australia, The New York Times said in a statement.
Apparently, the group gained control of the Times’ domain name registrar, Melbourne IT. A domain name registrar is a site that sells domain names and controls a domain name server (DNS). DNS is the server that sends you to a web page when you type a URL address into your browser, such as nytimes.com.
By hacking into the DNS server, the group could redirect the traffic going to nytimes.com. The Syrian Electronic Army also said it hacked Twitter. Twitter reportedly also uses Melbourne IT.
Moral of the story: When it comes to the Internet, it’s a small world
The SEA claims to be loyal to Syria’s president, Bashar al-Assad, in the civil war going on in the country. The SEA has previously attacked the BBC, National Public Radio, Human Rights Watch, The Onion and the Financial Times.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
Collaborators – Digital Profs
- Marketing Costs Normalized to CPM Basis for Comparison
- Netflix vs Blockbuster - Perfect example of an industry replaced by a more efficient version of itself
- Coke vs Pepsi vs Dr Pepper
- Global Windows Phone Market Share By Manufacturer
- Taylor Swift Wrote An Op-Ed In The Wall Street Journal, And It's Filled With Fascinating Insights
- Samsung 52 inch HDTV $9.99 at BestBuy - purchase receipt below (6:21a eastern time August 12, 2009)
- What Good Guy Bot vs Bad Guy Bots Look Like
- HP Mini 311 Nvidia ION Netbook Hackintosh'ed
- 4 Reasons Why Crumbs Bake Shop Massively Failed
- Brand Advertisers: Escaping an Ecosystem of Digital Advertising Fraud
- #SESNY: Toward a Performance Mindset for All Advertising
- Tips for Marketers Selecting a Digital Agency
- Context Is Not King or Queen; It's Just Necessary
- 2013 New Year's Digital Marketing Resolutions
- The Good, Bad, and Ugly of Online Campaign Ratings and eGRPs
- Why You Should Banish the Net Promoter Score Immediately
- Digital Strategy To-MAY-to vs. To-MAH-to
- The Agency-Client Relationship is Forever Changed
- Targeting vs. Privacy - Who Will Win?
- July 2014 (86)
- June 2014 (118)
- May 2014 (173)
- April 2014 (130)
- March 2014 (247)
- February 2014 (167)
- January 2014 (222)
- December 2013 (167)
- November 2013 (111)
- October 2013 (116)
- September 2013 (214)
- August 2013 (210)
- July 2013 (200)
- June 2013 (87)
- May 2013 (87)
- April 2013 (70)
- March 2013 (114)
- February 2013 (89)
- January 2013 (136)
- December 2012 (96)
- November 2012 (130)
- October 2012 (147)
- September 2012 (94)
- August 2012 (93)
- July 2012 (112)
- June 2012 (71)
- May 2012 (82)
- April 2012 (80)
- March 2012 (122)
- February 2012 (114)
- January 2012 (129)
- December 2011 (60)
- November 2011 (54)
- October 2011 (29)
- September 2011 (17)
- August 2011 (30)
- July 2011 (18)
- June 2011 (19)
- May 2011 (23)
- April 2011 (23)
- March 2011 (52)
- February 2011 (69)
- January 2011 (108)
- December 2010 (82)
- November 2010 (67)
- October 2010 (68)
- September 2010 (44)
- August 2010 (101)
- July 2010 (61)
- June 2010 (28)
- May 2010 (28)
- April 2010 (26)
- March 2010 (33)
- February 2010 (21)
- January 2010 (13)
- December 2009 (4)
- November 2009 (2)
- October 2009 (14)
- September 2009 (6)
- August 2009 (19)
- July 2009 (34)
- June 2009 (11)
- May 2009 (4)
- April 2009 (6)
- March 2009 (13)
- February 2009 (32)
- January 2009 (25)
- December 2008 (1)
- October 2008 (1)
- June 2008 (1)
- November 2007 (1)