Elon Musk's Twitter is moving deeper into programmatic advertising as it attempts to revive revenue
, when the Ads.txt file listed no third-party vendors as authorized sellers of Twitter inventory.
It is likely Twitter wants to let multiple vendors sell its ads, as major publishers and app developers tend to work with numerous adtech vendors to open up their inventory to as many potential advertisers as possible. The adtech partnership should theoretically open Twitter up to more advertiser demand. In the milliseconds it takes for a page or app to load, advertisers in the open marketplace participate in a rapid-fire auction in which the ad space is awarded to the highest bidder. The open marketplace allows advertisers to serve ads to their target audiences across multiple sites or apps, without needing to negotiate with each publisher or platform individually.
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