'Playing to their strengths': Twitter's revved-up product focus piques publisher, advertiser interest

Twitter hopes it can innovate its way to nearly doubling its monetizable daily active user base over the next two years. May 24, 2021 Twitter has made some recent acquisitions and advancements in developing products that have caught the attention of publishers and advertisers. For publishers alone, the company has created new opportunities, including the ability to sell exclusive access to content (via Super Follows), accept direct donations (via Tip Jar) and competitively build complementary businesses with their audiences (via Revue). Read more below. - Twitter [hopes it can innovate]( its way to nearly doubling its monetizable daily active user base over the next two years. - Facebook and YouTube [are on board with independent audits]( of the brand safety data they supply to GARM, but other platforms have yet to commit. - Digiday Research [shows many people remain in the dark]( about employers' return-to-office plans, and predictions for in-person business returns have been badly misjudged. - This week’s Digiday+ Media Buying Briefing [takes a look at how programmatic in digital out-of-home]( is changing the buying of the medium from location-based to audience-based on a more level footing with other media. - Digiday caught up with Simon Fenwick, evp of talent, equity and inclusion at the 4A's [to get a sense of how the organization has been working]( to improve diversity equity and inclusion within its organization as well as within agencies over the last year. - Meredith's growth strategy [includes moving beyond print and digital]( and growing platform partnerships to extend IP in new locations. Other things to know about - Get exclusive access to industry research and analysis in exchange for participating in anonymous surveys. [Apply to join the Digiday Research Panel now](. - Creating addressable audiences without cookies will come with scale and measurement challenges. [Download this report to learn how publishers are tackling these obstacles now](. Sponsored by PubMatic. - From Modern Retail: Some consumers may be hesitant to return to in-store shopping, while others will crave an in-person experience. [Here’s how brands are diversifying across channels to meet both](. Sponsored by Whitebox. Top Stories [Marketing on Platforms]( ['Playing to their strengths': Twitter's revved-up product focus piques publisher, advertiser interest]( Twitter hopes it can innovate its way to nearly doubling its monetizable daily active user base over the next two years. howdy! [Transparency]( [As Facebook commits to independent GARM brand safety verification, getting YouTube, TikTok, Twitter and others on board is a diplomatic dance]( Facebook and YouTube are on board with independent audits of the brand safety data they supply to GARM, but other platforms have yet to commit. [Sponsored by PubMatic]( [Report: Where publishers stand in the quest for ID resolution]( The deprecation of third-party cookies and Apple’s new user privacy updates are pushing publishers to experiment with new approaches to audience addressability in 2021. Advertisement howdy! [Future of Work]( ['No-one knows the right answer': Digiday Research shows return-to-office strategies are in flux]( Digiday Research shows many people remain in the dark about employers’ return-to-office plans, and predictions for in-person business returns have been badly misjudged. [Sponsored by Zeta]( [How to avoid being a ‘Chief Mediocrity Officer’]( CMOs are keeping complacency-proof tactics in mind as they diversify their marketing technology and data solutions portfolio. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Media Buying Briefing: The shift to programmatic in digital OOH creates 'muscle memory' for an outlier industry]( Programmatic in digital out-of-home is changing the buying of the medium from location-based to audience-based on a more level footing with other media. Advertisement [Sponsored by YouGov]( [Report: How the pandemic changed media consumption habits]( The COVID-19 pandemic has dramatically changed how people consume traditional and digital media, which presents new challenges and opportunities for media planners. Download this report to view quantitative and qualitative findings about the changing media landscape. howdy! [Equality and Opportunity]( ['Drive change': 4A's evp of talent, equity and inclusion on agencies' focus on DE&I now]( Digiday caught up with Simon Fenwick, evp of talent, equity and inclusion at the 4A’s to get a sense of how the organization has been working to improve diversity equity and inclusion within its organization as well as within agencies over the last year. howdy! [Publishing in the Platform Era]( [Meredith to use the sale of its local media group to grow national publications into multi-platform brands]( Meredith’s grow strategy includes moving beyond print and digital and growing platform partnerships to extend IP in new locations. [All Latest Stories]( [Modern Newsroom]( [‘Trying to push boulders up a hill’: The Plug’s Sherrell Dorsey on winning the support of advertisers as a Black-owned media company]( The Plug had its most profitable year in 2020, but founder Sherrell Dorsey said the support from advertisers has subsided since last summer. 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