Twitter has taken a big step on to traditional media turf by signing its biggest advertising deal with one of the world’s leading ad-buyers, according to people familiar with the matter.
The deal with Publicis’s Starcom MediaVest Group is worth hundreds of millions of dollars over several years and reflects both the growing importance of Twitter in media and marketing, and new thinking on its relationship with television.
“We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV,” said Adam Bain, Twitter’s president of global revenue. “That’s not what we believe. Twitter is a bridge.”
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