You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract When Did Twitter Grow Up? Answer: Now. Marketing Has Become an In-the-Moment Game, Thanks to One Company By Michael Learmonth, Published on February 25, 2013 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.