1/ Twitter is a multi-sided platform linking advertisers on the first “side” of the market with people on the second side who use Twitter to communicate. A third side of the platform consists of businesses which pay for access to a Twitter API that gives them access to data. 
2/ Twitter’s advertiser customers (Side 1) desire data about potential customers on Side 2. That data must be sufficient to generate a higher return on investment (ROI) on Twitter advertising than alternative methods. Every advertiser will do an opportunity cost analysis.
3/ When you see an ad on Twitter, is it relevant to you? Do you click on TWTR ads? Or does a TWTR ad usually make you say: “This is annoying. Why are they sending this to me?"
The magic of search advertising is you are more often in the mood to buy. It is tough to match that.
The magic of search advertising is you are more often in the mood to buy. It is tough to match that.
