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With IPO imminent, Twitter’s ad challenge looms large

It may be official that Twitter plans to go public, but let’s not forget there’s nothing official at all about its revenue model. It is still very much a work in progress.

Agencies and brands say they’re impressed by the ad opportunities and features the company has put together so far, but they’re thirsting for much more. Twitter needs to up its game when it comes to things like ad formats, targeting capabilities and analytics, buyers say, if it wants to challenge social ad behemoth Facebook.

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