A 3D-printed logo for Twitter is seen in this picture illustration made in Zenica, Bosnia and Herzegovina on January 26, 2016. REUTERS/Dado Ruvic/Illustrationon Tuesday rolled out new ad features and revamped the algorithm that decides which ads users see, as part of an effort to lay the groundwork to launch future ecommerce features, the social networking company told Reuters.
The San Francisco-based company is positioning itself to eventually allow brands to sell products through the service by first improving on its ability to show users relevant ads and increasing the likelihood they will click the ad. Ads promoting downloads for mobile games and other apps, which are a major type of ad on social media sites, will now allow users to initiate the download without leaving the Twitter app, the company said in a blog post on Tuesday. Previously, users had to leave Twitter to download other apps.
Slide-show ads that feature multiple products can now send users to different websites when they click the ad, whereas previously brands could only choose one destination. This increased the number of clicks by 25% on ad campaigns that set a goal of driving website visits, the company said.
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