Twitter, SMG deal ramps up social ad initiatives

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San Francisco—Twitter has forged a deal with Publicis Groupe's digital agency Starcom MediaVest Group to boost Twitter ad slots for SMG clients. As part of the deal, the Twitter ads API will be integrated into SMG's proprietary analytics tool to help optimize ad buys on Twitter, and Twitter will survey its users within their user feeds to help inform campaigns developed by SMG. Also, SMG customers will get preferential access to the best advertising slots on Twitter, and SMG campaigns will be informed by Twitter research, such as analyses of tweets about TV shows from the tech platform's Bluefin Labs, acquired in February.
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