Twitter’s partnering with Google to make its ads more appealing

Twitter’s just announced another set of fairly disappointing set of results and snuck news of an interesting partnership that might help into its release.

It’s teaming up with Google’s DoubleClick platform to improve the way it measures advertising performance and attribution.

The move is designed to please direct response marketers who are using Twitter and persuade them that it’s ads are delivering bang for their buck.

As part of the deal, Twitter will also make its ad inventory available through DoubleClick Bid Manager, so clients can do all their buying in one place.

The company has also acquired TellApart, a marketing tech company that specialises in giving retailers and advertisers cross-device retargeting options through dynamic product ads and email marketing.

➤ Twitter Reports First Quarter 2015 Results; Lowers Full-Year 2015 Expectations [Twitter]

Read next: Twitter’s earnings show the social network is still growing, but not fast enough

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