Twitter restructures internally to ‘refine its value proposition’ to advertisers

Twitter has merged its global agency development and API Solutions teams to form the agency and platform solutions department. In a statement to Marketing, Twitter said by bringing agencies and ads API solutions together under one umbrella, it seeks to “dial up the innovation and creativity” that its solutions bring to marketers.As part of the change, Twitter’s head of global agency development Stephanie Prager is expanding her remit to include the API Solutions team and take on a newly-created role as head of global agency and platform solutions. In a statement, she said that it is critical for Twitter as we think about how to provide the right solutions to our customers.Reporting to Sarah Personette, VP of global Twitter client solutions, Prager will work with advertising API partners around the world to prospect, maintain, and further develop their opportunities with Twitter. The new team brainstorms best practices to scale businesses globally to share those learnings with partners, said a spokesperson.According to the statement, the new remit comes at a “critical time” as Twitter continues to “refine its value proposition to advertisers”, particularly to position itself as an ideal platform for launching new campaigns and connecting with current trends.“As the largest catalog of public human thought, Twitter is a treasure trove for marketers who want to understand influential audiences who are tapped into culture,” added Prager.In an interview recently with Marketing, Personette said that over 80% of the marketing budget invested on the platform globally are focused on launches. Besides working closely with publishers to provide support and drive conversations before, during and after a launch, Twitter has also been building playbooks and product solutions to support various business objectives. Earlier in July, the company revamped Twitter.com with new features including a new look, faster navigation and personalisation options.