As Twitter's IPO nears, the company is following in the footsteps of Google and Facebook as they approached their high-profile public debuts. Over the last several months, it's been mounting a vigorous and relentless effort to become a precision-engineered and profitable ad machine.
Last month, Twitter acquired MoPub for $350 million to automate the buying and selling of mobile ads. It launched scheduled tweets for marketers using its ad products so they can preplan and time their messages to exact moments. With Twitter Amplify, the company is cutting deals with the NFL, ESPN, CBS (the parent company of … Read more