Twitter is renewing focus on targeting ads at users using Topics and other data it collects, CEO Jack Dorsey and CFO Ned Segal revealed during the earnings call for Q3FY20 on October 29. Although Segal said that he had “nothing new to report” on non-ad revenue related products, which are the “#1 company priority”, commerce is something the company is looking at. In Q3FY20, at 86.32% ad revenue ($808 million) formed the bulk of the platform’s revenue share. Twitter's monetisable daily average users (mDAU) grew by 29% YoY, from 145 million in Q3FY19 to 187 million in Q3FY20. mDAU grew by only 0.54% QoQ from 186 million in Q2FY20. This growth, was driven by external factors such as conversations around COVID-19, the run-up to US elections, and other events, the company said. The platform also saw “double-digit growth rates” in all top 10 markets. Renewed focus on revenue through ads Twitter noticed a 19% YoY increase in ad revenue in the last three weeks of Q3 (end of September) even though last two weeks of Q2 (end of June) saw a 15% YoY decrease. Even though its ad engagements increased by 27% YoY, its cost per engagement decreased by 9% YoY due to price decreases across most formats. A “sizable majority” of Twitter’s advertising revenue came from large to mid-tier customers. The platform expects the “self-serve” channel for small and mid-sized businesses to grow in early 2021 as it devotes more resources to it. The other major source of Twitter’s…
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