Merkle for Twitter

With a goal of innovating Twitter’s performance marketing vision, the social platform adopted a cross-channel strategy to utilise its key attributes while reaching users off-platform with relevant, personalised ads that drove new user acquisition and engagement. With the tech doing all the work, the plan provided a streamlined way to make performance marketing reactive to breaking news and viral topics on Twitter’s platform. Magpie measurably increased the volume of engaged users driven by performance marketing without dropping on CPA.