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Twitter To Stop Reporting Monthly Active Users

As mDAU will be the metric we use to show the size of our audience and engagement going forward, we will discontinue disclosing MAU after Q1 2019, it added

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TWitter
The logo for Twitter is displayed above a trading post on the floor of the New York Stock Exchange. vOA

Twitter on Thursday said it would stop reporting monthly active users (MAUs) after Q1 2019 as it would switch to a new metric called monetizable daily active users (mDAUs) to reflect its audience moving forward.

“Monetizable DAU are Twitter users who log in and access Twitter on any given day through twitter.com or our Twitter applications that are able to show ads,” the company said in a statement.

Average monetizable DAU (mDAU) were 126 million in Q4, up 9 per cent year-over-year, with double-digit growth in five out of our top 10 global markets.

The monthly active users, however, fell to 321 million in the fourth quarter from 326 million in the third quarter.

Twitter CEO
This April 26, 2017, photo shows the Twitter app icon on a mobile phone in Philadelphia. VOA

Announcing its fourth quarter results, Twitter posted $909 million in revenue and net income of $255 million in Q4. Shares fell nearly 7 per cent after the results were announced.

Japan was its second largest market after the US, growing 30 per cent and contributing $138 million in Q4.

The total revenue for 2018 exceeded $3 billion.

“Video ad formats continued to be our fastest-growing ad format in Q4, driven by strength in Video Website Card, in-stream pre-roll, and First View ads. Video was more than half of ad revenue for Q4 and for 2018,” Twitter said in a statement.

Twitter, tweets, India
The Twitter logo appears on a phone post on the floor of the New York Stock Exchange.. VOA

Twitter said its mDAU are not comparable to current disclosures from other companies, many of whom share a more expansive metric that includes people who are not seeing ads.

“We want to align our external stakeholders around one metric that reflects our goal of delivering value to people on Twitter every day and monetizing that usage.

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“So, starting this quarter, in addition to sharing the growth in mDAU as we have since 2016, we are disclosing the absolute number of average mDAU (previously referred to as DAU), for both the US and international markets,” said Twitter.

As mDAU will be the metric we use to show the size of our audience and engagement going forward, we will discontinue disclosing MAU after Q1 2019, it added. (IANS)

Next Story

Micro-blogging Site Twitter to Audit Developers Using Data From App

Twitter says it suspended 1,62,000 apps in the second half of 2018, showing it is willing to play hardball with developers that endanger its ecosystem

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Twitter, India, Smartphone
Twitter on a smartphone device. Pixabay

Micro-blogging site Twitter has decided to audit app developers who use data from its platform, as business and research boosting tools to make sure it gets paid for the information delivered.

Starting June 19, developers that use recent tweets from or mention a user more than 100,000 times per day, will have to submit their apps to Twitter for review.

“The goal is ensuring that our platform is safe and promoting the privacy and safety of our users, and providing a level playing field commercially,” TechCrunch quoted Yoel Roth, Head of site integrity, Twitter as saying on Tuesday.

Developers found to be violating Twitter’s policies would be booted from the platform, while those who fail to file for review will be capped at 100,000 requests per day for the user timeline and mentions application programming interfaces (APIs) of Twitter.

“We’re fundamentally different than other platforms that have APIs since almost everything that happens on our service is public,” Roth explained.

donald trump
FILE – A man reads tweets on his phone in front of a displayed Twitter logo. VOA

Developers who use Twitter data as business tools for customer services or social media monitoring, will have to pay and enter a commercial licencing agreement with the platform with an undisclosed custom price-range based on usage.

“Twitter refused to even specify the range those prices fall into, which won’t win it any extra trust,” the report said.

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If a developer in question presents legitimate consumer-use cases, like running a third-party Twitter client or doing research, it will be granted free access to the API at the same rate they have today.

Twitter says it suspended 1,62,000 apps in the second half of 2018, showing it is willing to play hardball with developers that endanger its ecosystem, the report added. (IANS)