Twitter continues to forge closer ties with the marketing world with the announcement of a major new deal with Publicis media unit Starcom MediaVest Group.Terms of the deal, the first of its kind between Twitter and a giant media buying and planning entity, aren’t being discussed in detail but it is described as a multiyear agreement worth hundreds of millions of dollars. According to Starcom MediaVest CEO Laura Desmond, the two companies were looking “to create a partnership that would shape the future of the industry.”...
... the heart of the deal was more about the decision to cocreate three major initiatives.
The first is a social TV lab: “Our team and Bluefin Labs (which Twitter purchased earlier this year) will come together, put mutual skin in game, and create a social TV lab that we think will give our clients unprecedented real-time data on how consumers are watching, buying and the conversations that amplify brand messages."
Second, an in-tweet mobile survey-- “real time dipstick measurement of what people are watching and thinking and doing,” says Desmond--that will yield data that can be used to shape messaging...."