Twitter’s Real-Time Data Is Money

Twitter is finding its rhythm, a.k.a. business model.

Teressa Iezzi reports that the Tweet factory just inked a multiyear agreement worth hundreds of millions of dollars with Publicis-owned media giant Starcom MediaVest Group.

What does Starcom want with Twitter? Sweet data, baby!

According to Iezzi the deal has three-parts: a social TV lab; an in-tweet mobile survey; and the ability to leverage Twitter’s API for planning.

The idea is to provide the firm’s clients with “unprecedented real-time data on how consumers are watching (TV), buying and the conversations that amplify brand messages,” says Starcom CEO Laura Desmond.

In other words, Twitter will now do the job that TV and Nielsen can not, by offering marketers real-time analysis of who is watching which programs, and what the temperature of the room is.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.