Twitter debuts ‘monetizable’ metric for its 126M daily users

Twitter for the first time reported monetizable daily active usage (mDAU) in its quarterly earnings report to show how its audience is linked to growing revenue. The social network said mDAU grew 1.6% to 126 million in Q4 2018 from the prior quarter and 9% from a year earlier. Read more…

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Twitter is among the companies that will have to contend with growing competition from Amazon, the biggest disruptor in the digital ad market. The e-commerce giant’s fledgling ad business reported a 95% surge in revenue to $3.4 billion in Q4, easily dwarfing Twitter’s $791 million. Amazon is a newcomer to the digital ad market, but is already getting some of the blame for lost revenue among ad agencies. Its power to help brands in direct-to-consumer marketing means they have less need for media agencies. “The combination of consumer packaged goods and North America for us points to the rise of Amazon more than anything else, offering a brand new channel for brands to connect directly to consumers,” Mirabaud analyst Neil Campling said in a note cited by Bloomberg.

 

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