Cyril I. O. (@admin)
Jun 29th 2020, 10:51 pm

Improves Responsiveness of Algorithm on Twitter feed

Have you noticed a rise within the amount of ads in your Twitter feed of late?

At a fast glance, my very own Twitter feed now has around one Promoted tweet every six slots approximately , and it now updates whenever I refresh, once I wont to only see ads early within the stream. Twitter has been slowly upping its ad load for a few time, but it seems to possess been pushing them a touch harder in recent weeks.

We asked Twitter if it had increased ad load - here's Twitter's response:

We regularly experiment and deploy changes to our advertising experience, while aligning to our principles and standards of a high-quality experience on Twitter. We are constantly innovating and testing, and can still adapt as we learn.

Inside the rapidly changing world of DTC
So that's a yes, during a detour . You are, likely seeing more ads in your Twitter feed, as Twitter's testing new display methods, which, a minimum of partially , would be prompted by the platform's got to address slowing ad spend as a results of COVID-19.

Twitter flagged a slowdown in ad spend in its Q1 report earlier this year, noting that:

From March 11 (when many events round the world began to be canceled and lots of within the US began sheltering in place) until March 31, our total advertising revenue declined approximately 27% year over year."

With fewer businesses operational thanks to the shutdowns, and particularly fewer events and sports, Twitter is feeling the impacts, so it's likely that it must up its ad load so as to get more revenue, while also helping it maximize increased usage amid the pandemic.

Twitter saw a 24% increase in usage, YoY, in Q1, therefore the opportunity is there for ad exposure for those businesses that remain ready to operate. It seems that Twitter is looking to maximize this - which, for consumers, means a couple of more Promoted tweets in-stream (likely not an enormous deal for most), and for advertisers, more opportunities to spice up exposure to the Twitter audience, which is increasingly active at the present .

And if usage levels remain stable, you'll bet that Twitter will look to take care of any such increases moving forward, as a way to maximise revenue potential.

In addition to the present , Twitter has also outlined a recent update to its algorithm process, which can enable it to point out you more relevant trends, supported your behavior, whenever you log in.

In the default configuration, a Twitter user's home timeline will show the highest Tweets first. The system that picks the highest Tweets uses a machine learning model to predict what Tweets you'll be most curious about [based on your activity]. The model learns the way to make these predictions via training, however, since user interest is consistently changing, this model must be updated regularly. during a recent effort, we've successfully reduced the time to refresh this model from 7 days to about 1 day via a redesign of our data logging pipeline."

Twitter prediction model
In other words, it wont to take Twitter's system every week to find out from your evolving interests, supported your on-platform activity, but now, it can update its recommendations within hours, making your tweet feed more time-relevant.

The performance of the new model is best compared with the old model for both model training and real-world prediction after refreshing the model. Users come to Twitter for the foremost up-to-date information and since the momentum is fast changing on Twitter, newer data and models are preferred."

So, more ads in-stream, but a more relevant stream overall, supported Twitter's advancing systems. At times, i have never personally felt confident that Twitter's system is great at detecting my interests (based on the topics displayed within the Explore tab), but it'll be interesting to ascertain if that changes, in line with trending shifts, supported this update.