Six Slides That Show the Inside of Twitter's Ad Business

New Figures on Ad Products, Promoted Video and Growth Projections

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Yesterday, Twitter made a lengthy case to analysts that it is far larger than it appears. The pitch involved the introduction of several features to the platform and product. It also unmasked several details inside Twitter's ad business, which brought in $320 million last quarter.

For the first time, Twitter revealed how it sees its scope.

The company also showed its total number of advertisers, around 60,000. Twitter said it has 9 million "potential" small-and-medium business advertisers, although it did not parse its total marketer numbers by industry or size.

Adam Bain, president of global revenue, touted cases studies for multiple ad products, including promoted video, a format Twitter introduced in August.

And Twitter gave a slightly more detailed look at how its revenue breaks down by ad product.

Twitter's ad load, the rate of ads per piece of content, sits well below rival Facebook's. Anthony Noto, Twitter's CFO, projected it will max out at 5%, far higher than it is today.

Finally, Mr. Noto hinted at the revenue potential of a constituency in newly defined as part of Twitter's audience: the "logged out" user.

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