Being a communication backbone of the web has its pluses and minuses. Twitter gets lots of content syndicated from other sites, but those contributors don’t necessarily visit Twitter or see its ads. That last part is a problem, especially since these blind tweeters count as some of Twitter’s 218.3 million active users.
Twitter explains on page 61 of its S-1 filing that an “active user” includes not only people that actually visit its site and mobile apps, but also “Twitter users who logged in and accessed Twitter through…registered third-party applications or websites.” Those users do push content to Twitter that draws people to its feed where it shows ads, so they help the site monetize. But they also aren’t seeing ads themselves.
There are tons of ways to syndicate to Twitter. People auto-tweet their blog posts, Tumblr updates and even their Facebook posts. IFTTT and other automation services make this…
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