How Twitter Balances the Interests of Large and Small Advertisers

As Twitter (TWTR) works to attract both big brands and small businesses to advertise on its platform, one of the things the company has had to do is balance the interests of these groups of marketers so that they can all derive value from its platform. Since the interests of large and small advertisers do not exactly align, creating value for them has meant trying to understand what each group of advertisers wants. Twitter has figured out how to balance the interests of large and small advertisers on its platform, the company’s chief financial officer, Ned Segal, said when he spoke at a recent UBS technology conference.