According to a report by Forbes news magazine, Twitter Inc's IPO filing would be the start of a flurry of other ad tech companies who would follow suit. The report said that the ad tech companies were confident that fresh capital from Twitter's impending IPO would incite the social microblogging platform company to develop its ad formats and create additional opportunities for ad placement.
And they were not just simply optimistic because of how high-profile the IPO is. Market research firm EMarketer speculated that Twitter would be earning USD582.8 million in revenue this year and around USD1 billion next year from global ads alone. Moreover, should Twitter surpass Facebook in launching an IPO, ad tech firms who had been looking to launch an IPO would be able to ride in Twitter's success.
Social ad firm RadiumOne chief marketing officer Eric Bader, of which his company is a Twitter ad partner, said, "This is a really good thing for advertisers. The influx of cash will allow them to test new formats at a much bigger scale. It's also good for ecosystem partners like us."
President of social ad technology provider Unified Social Calvin Lui also said in an email, "Twitter's dominance in real-time content provides an unparalleled lens into not just what is happening, but also what the world is thinking. This is translating into financial success for marketers everywhere, and in turn to Facebook, Twitter and adjoining media and technology companies."
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