Economics of a Google & Twitter collision…

So I’ve been thinking about what happens when like things collide.

The most interesting thing I could come up with is a big social media trend & technical collision between Google & Twitter, think Toogle or Gitter…ok maybe not on a brand front. But seriously lets think about the two most potent forms of digital marketing on the planet today, Search & Twitter (Social Media).

Twitter - the new social tool

Twitter - the new social tool

Google - the new Master of the media Universe

Google - the new Master of the media Universe

In order:



  • Fastest growing media on the planet (Australian est 60% year on year compound growth)
  • Search network – larger scale than any ad / publisher network
  • Media with the highest level of accountability & conversion
  • Performance related media – no click, no pay
  • Live media auction based market driven by relative pricing mechanic
  • Investment based on conversion yield
  • Media with the shortest conversion latency
  • Highest integrity media – only deals in post click metrics and avoids the BS of cookie spraying, post impression conversion & analysis


Twitter Mobile

Twitter Mobile

Twitter - the real value is the searchable content

Twitter - the real value is the searchable content

  • Collaborative social media tool
  • Growing exponentially fast
  • Maps social groups & connections
  • Maps social conversations about content & brands
  • Combines desk  & mobile functionality
  • Has indexable content / conversations / links
  • Has location based functionality in mobile devices
  • Easy to execute algorithm based analysis on conversation value & stickiness of content or users
  • A Consumer driven media – WHEN IN AN ACTIVE ENGAGED MIND STATE

QUESTION : What if you combined the power of them both?

  • A performance based, digital media super power
  • Advertising at the speed of thought (or conversation)
  • Behaviorally targeted advertising based on a collective combination of conversations and connections / social media groups
  • Location based advertising & ad serving based on real-time geo-targeting
  • Two sticky, lean forward, consumer engaged media channels


Immense revenue scale for both Google & Twitter.

On Google’s side an inordinate amount of live, actively engaged impression inventory to serve ads to based on conversations (past & present), combined with consumer clustering (birds of a feather flocking together etc) and search & surfing history. For Twitter a ready made ad revenue stream of either text ads, by making Twitter effectively part of the content network ( yes some tweaks to algorithms required) or make it a part of the biddable display market from a content placement perspective.

Twitter would have a ready made, low or no cost sales channel at their instant disposal. Google would have the most valuable and dynamic digital inventory available.

Together they would be unbeatable, together they’d own social & performance media, together they’d have scale and momentum that couldn’t be broken. Together they’d provide a one stop, easy solution for brands to capitalise on both in terms of performance media, social media and mobile media.

6 responses to “Economics of a Google & Twitter collision…

  1. i’ve always wondered why Twitter doesn’t include Adsense style ad units in a person’s stream, based on either

    – stated interests
    – their own stream content
    – stream content of those they’re following

    presumably to avoid a user revolt, but they’re still without a profit model

  2. the money isnt in the adsense style ads. its in the datamining capabilities – understanding past, current and future customer sentiment. where the market is heading, etc…

    • Great comment / idea & thanks for interest.

      Problem with the data mining is the proprietary nature of the data. I don’t really think Twitter or Google are going to release any data for a third party to mine and append for their own purposes, secondly it would no doubt breach privacy regulations around secondary use of data. I see the only way to use this effectively and monetise the potential value of understanding consumer behaviour, clusters, networks, influencers, advocacy, links, clustered click behavior, conversations within a network / node, is to apply smart algorithmic techniques and serve content / ads / text ads with increased degrees of relevance.

      Thanks again.


  3. interesting that we are having this conversation just as twitter released its new terms of service to allow for potential advertising.

    most people have public profiles, so the information is searchable. there actually is a third party app which aggregates the data and displays it over time on a graph (weeks, months. year). i can’t remember what its called, but it also shows the intensity of the word and clusters.

    I think you are talking about developing some kind of behavioural advertising.

    • Exactly….

      Behavioral targeting based on conversation content, links, nodes etc.

      Understand that a lot of data is accessible through public profiles, just can’t index, aggregate, cluster and append the data to an individual record for third party use. Aggregated access yes, aggregated insights to individual record no, third party ownership no. It is where I do see the value and future revenue streams coming from for Twitter. Google as a partner has the most powerful algorithms, clustered data sets and most importantly the easiest access and interface for advertisers through their Search & Content networks.

      Awesome potential ….

  4. Pingback: Interview with Justin Hind, Chief Operating Officer, Downstream « Maloney on Marketing

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