Twitter's advertising revenue grew 18 percent as marketers invest more in the platform

Advertisers saw that the total number of advertisements increased by 23% compared with last year, and the price for interaction decreased by 4%.

According to the earnings report released on Tuesday, Twitter showed an 18 percent increase in advertising revenue over the same period last year, receiving $ 679 million in the first quarter of 2019. Total revenue also increased by 18% compared with last year and amounted to 787 million dollars.

“We have never been so confident in our strategy and performance and see a great opportunity to expand our audience and provide even more value to advertisers,” said Twitter financial director Ned Segal.

Advertisements are moving in the right direction. Twitter reported that in the first quarter, the total number of advertisements increased by 23% over the same period last year, and the price for interaction decreased by 4%.

Twitter's new user rate. In the last quarter, Twitter did not report its MAU (monthly active users), instead focusing on a new metric that it presented earlier this year: monetized daily active users or mDAU. According to Twitter, compared to last year, in the first quarter of 2019, mDAU increased by 14 million to 134 million, and in the US - by 28 million.

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Worldwide, the number of monthly active users of Twitter (MAU) has decreased compared to last year from 336 million to 330 million. The US MAU figures for this quarter remained relatively unchanged compared with the same period last year, down from 69 million to 68 million this year.

Twitter explains this decline in MAU with its efforts to improve the platform’s performance, saying: “... our efforts to ensure the quality of information that are joint efforts to reduce malicious activity in the service, including spam and malicious automation, can affect the performance.”

“We are taking a more proactive approach to reducing abuse and its implications for Twitter. We reduce the burden on victims and, if possible, take action before abuse is reported, ”said Twitter CEO Jack Dorsey in a report on Twitter earnings.

Why should we care? Twitter continues to focus on eliminating spam and reducing abuses on the platform and, accordingly, aims to increase brand security. With increasing interest in advertising and lower CPC, advertisers who are not in a hurry to distribute advertising costs on Twitter may decide to look at this social network differently.

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