Twitter has signed up digital ad network Httpool as its new ad partner in India, reports ETtech. Httpool will be the microblogging platform's official ad reseller in India and work towards increasing the ad pool for Twitter in the country. Last year, SVG Media owned Komli Media had renewed its partnership with Twitter India till March 2017, which was first signed in 2012 and allowed Twitter to expand its promoted products advertising suite and help it monetize those. It's not clear why the association with Komli Media was discontinued. One reason could be that since Twitter already works with Httpool in several countries across Europe and Asia, it made sense to extend the partnership to India. Twitter India's country director, Taranjeet Singh told ETtech that the company's direct sales team in the country currently deals with around 100 advertisers, including some of the Fortune 500 companies. However, they need to increase their ad client base and expand the promoted products advertising suite, and that's where Httpool will come in. Httpool, which was acquired by Sony Pictures Television Networks' subsidiary IMS Internet Media Services (IMS) in July this year, began its India operations in 2011, and in June 2012 had launched its self-serving online and mobile advertising platform called AdPlatform in the country. It has offices in Mumbai and Delhi and claims to work with over 300 brands. Twitter’s monetization plans Monetization was one of the primary focus for Twitter under former CEO Dick Costolo, who stepped down in June 2015. The company had introduced a host of monetization products,…
