Dive summary: 

• Twitter is now reporting numbers of over 200 million monthly active users, doubled from last year, and half of all Americans either see, read about, or hear about Tweets on a daily basis gives Twitter serious leverage it hasn't seen before. 
• Twitter's ad system is designed to reward those who create good content, unlike Google's model which focuses on targeting and bid management, which poses a serious threat to the status quo that Google and Facebook have created. 
• Twitter also seeks to change the focus on last-click attribution, at concept Google has built its empire on, and wants to prove that TV drives online behavior, purchases, and brand interaction. 

From the article: 

"In addition, Twitter wants to fix attribution. Many have been here before. The last-click standard, which greatly benefits bottom-of-the-funnel players like Google, is roundly criticized. Microsoft years ago tried to take a shot at this with 'engagement mapping.' Twitter is putting together the pieces to do this. Its purchase of Bluefin Labs is to beef up its analytics. It wants to prove, Bain said, that TV drives online behavior and purchases, not to mention following a brand, interacting with a brand tweet or asking it a customer service question on Twitter. The last-click standard misses the big picture, Bain argued, which is, 'to paint a bigger, better, more meaningful attribution picture.'”