Twitter

One of the largest global social media advertising platforms, uniquely positioned around real-time conversation and live event marketing

Twitter, now operating as X, was a social media platform that reached over 611 million active monthly users, with a stated commitment to freedom of expression and the open internet, and active participation in policy debates at multiple levels.^1,2 Its advertising offering, now called X advertising, operated on a pay-for-performance model in which advertisers were charged only when campaigns achieved specific objectives — such as clicks, engagements, or conversions — rather than for impressions or views that produced no interaction.² Promoted ad formats spanned image, video, carousel, and text placements appearing in user feeds or search results, while more advanced units included Amplify ads aligned with publisher video content, and premium Takeover placements occupying high-visibility real estate such as the Timeline and the Explore tab's trending topics.² Targeting capabilities extended beyond demographics to include account-based retargeting, CRM pipeline retargeting, Twitter Pixel retargeting with server-side conversion tracking, and third-party intent data integrations via providers such as LiveRamp and Bombora.³ Measurement was supported through Twitter Analytics, which delivered real-time metrics across impressions, engagements, video views, follows, and website conversions, with performance breakdowns by creative, audience segment, device, and time period.³ Source 1: twitter.com — Lobbying disclosures Source 2: thriveagency.com — The Ultimate Guide to Twitter (X) Advertising Source 3: improvado.io — Twitter Ads Guide 2026: Costs, Targeting & Proven Strategies