And it's clearer why twitter bought tellapart. Twitter's problem per Ben from Stratechery is they can't grow registered users quickly enough, so they're resort

And it's clearer why twitter bought tellapart. Twitter's problem per Ben from Stratechery is they can't grow registered users quickly enough, so they're resorting to building ads for unregistered users. The problem is those unregistered users don't monetize as well. Tellapart built ad products for ecommerce companies. I've worked in that space a bit, and the problem generally isn't registered logged-in users you know a lot about: you can do pretty good recommendations and it's relatively straightforward to advertise to them; it's just that they are a small fraction of your traffic. So tellapart, by necessity, had to get good at advertising to low information drive-by users. That's what twitter needs; not for ecommerce necessarily, but in general. It's still a shitty business though; if users aren't logged in and sharing information about themselves both directly and via data exhaust, twitter is fighting on more even ground with all other ad companies in the world and not exploiting the prize that no-one else has access to.