Dive Summary:

• Twitter announced it has signed a global strategic partnership with WPP Group, one of the world's largest advertising firms. 
• The move is aimed at improving Twitter's ad targeting and boosting its revenue.
• WPP Group says it will "leverage Twitter data" to improve ad campaigns and "enhance targeting."

From the article:

While there is no dollar value on the WPP deal, it will almost certainly be worth tens or even hundreds of millions of dollars for Twitter: the recent deal with Starcom (a unit of Publicis) was described by the Financial Times as being worth “hundreds of millions of dollars” over a period of several years. The Starcom arrangement also provided clients of the firm with preferential access to advertising slots within Twitter’s network. At the time that deal was announced, the global CEO of Starcom Mediavest told the FT that Twitter “in a very short period of time, has gone from an experiment to something that is essential.”

Much of what advertisers are interested in is the real-time information network’s ability to function as a “second screen” for TV viewers, and Twitter has been devoting most of its resources to capitalizing on this phenomenon: the company recently launched a series of partnerships with broadcasters and content companies called Twitter Amplify, and has also been refining its ability to offer advertisers targeting based on specific keywords.